More than 33 million Americans who do not own crypto are likely to buy it in 2026, according to a survey of 2,014 non-holders by the National Cryptocurrency Association.
Key Takeaways
The association put the number of non-holders likely to buy in 2026 above 33 million, with 59% of those surveyed open to crypto in some form
Lack of understanding is the top barrier at 48%, ahead of security and fraud concerns at 43%
Non-holders who consider themselves knowledgeable are nearly four times as likely to plan a purchase
Among non-holders who work with a financial advisor, 61% have never discussed crypto with that advisor
Within that 59%, 7% expect to buy soon, 11% are waiting for the right moment, 17% are curious but unsure where to start and 24% call themselves skeptical but open-minded. The remaining 41% actively avoid crypto.
Who The Next Buyers Are
More than 66 million non-holders have owned crypto before or considered buying it, the association said, and more than 42 million have considered it in the past 12 months.
Those likely to buy look different from people who already hold crypto. Their median age is 42 against 38, 43% are women against 34%, and 42% have household income under $75,000 against 23%.
Adults aged 35 to 54 are as likely to plan a purchase as those aged 18 to 34, both at 27%. The figure falls to 7% among adults 55 and over.
Diversification is the strongest stated motivation at 41%, ahead of shopping for goods and services at 26%.
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What Is Holding Them Back
Lack of understanding ranks first among barriers at 48%, followed by security and fraud concerns at 43% and a preference for traditional banking at 34%.
The literacy gap is not specific to crypto, the association said. Among non-holders who own a 401(k) or an IRA, 38% said they do not fully understand what their retirement assets are invested in.
The Advisor Gap
Among non-holders who work with a financial advisor, 76% said a recommendation would make them more likely to learn about crypto and 66% said it would make them more likely to buy.
That conversation is mostly not happening. The association put the number of advised non-holders who have never discussed crypto with their advisor at nearly 64 million.
The Harris Poll conducted the research online between June 24 and July 1, 2026, with results accurate to within 2.1 percentage points. The association is a 501(c)(4) organization that funds crypto education.
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