An estimated 33 million Americans without current cryptocurrency holdings are likely to purchase digital assets in 2026, according to research released Oct. 6 by The Harris Poll for the National Cryptocurrency Association.
The NCA commissioned the study to profile incoming market entrants. The Harris Poll surveyed 2,014 U.S. nonholders online from June 24 to July 1, applying demographic weighting to mirror the national population, with a sampling precision of plus or minus 2.1 percentage points at a 95 percent confidence level.
The incoming cohort displays distinct traits compared to existing crypto owners. Potential buyers show a median age of 42, four years older than the 38-year median age for current holders. Women comprise 43 percent of likely purchasers, up from 34 percent among existing holders.
Households earning under $75,000 annually represent 42 percent of prospective buyers, significantly higher than the 23 percent seen in the current holder base. Adults aged 35 to 54 are just as likely to anticipate buying crypto as those aged 18 to 34, with both groups at 27 percent. The likelihood drops to 7 percent for adults 55 and older.
People of color constitute 55 percent of likely buyers, compared to 48 percent of current holders.
The NCA's earlier research estimated that over 67 million Americans currently hold crypto, following an increase of 12 million holders in one year.
Barriers to ownership persist for non-holders. Lack of understanding ranked as the primary concern for 48 percent of respondents. Security and fraud concerns followed at 43 percent, while market volatility was cited by 26 percent.
But knowledge proves decisive. Among Americans who do not own crypto, 41 percent of those who felt knowledgeable about buying were likely to purchase in 2026. Only 11 percent of those who felt not at all knowledgeable reported the same intent.
The Federal Reserve Bank of Cleveland's working paper published July 14 supports this pattern. The Cleveland Fed tested how information influenced investment decisions, observing increased desired holdings and subsequent purchases after participants received data on historical cryptocurrency returns.
When asked what could increase comfort with buying, clearer information led at 26 percent, while better scam protection was cited at 25 percent.
Diversifying investments stands as the most common motivation for Americans likely to buy crypto in 2026, cited by 41 percent. Other reasons included buying goods and services at 26 percent, receiving faster payments at 24 percent, and accessing money at any time, also at 24 percent.
