New Bakkt Study Finds That Despite Crypto’s Overwhelming Association to Men, 82% of Women Who Own Crypto Are Likely to Purchase Again
Bakkt Holdings (NYSE: BKKT) released its "Women & Crypto" study, revealing insights into women's perceptions and barriers to cryptocurrency ownership. The study highlights that 52% of women hesitating to invest cite a lack of understanding of crypto and not knowing how to start. Notably, 70% of women rate their crypto knowledge as low. In contrast, once women invest, their confidence increases significantly. The study shows that new pathways like gifting crypto or redeeming loyalty points are appealing to both genders, suggesting a growing momentum for women's crypto adoption.
- 82% of women who own crypto are likely to purchase in the future.
- 38% of women made their first crypto purchase in the last 6 months, outpacing men.
- Receiving crypto as a gift, redeeming loyalty points, and earning crypto are preferred acquisition methods for both genders.
- 70% of women rate their crypto knowledge as low or very low.
- 52% of non-crypto owning women are unsure how to get started.
Study uncovers key barriers to entry and adoption trends for women
This knowledge gap for women who don’t own crypto is significant, with
“Despite recent crypto volatility, there’s continued momentum for women’s crypto adoption and it’s reassuring to see that the barriers to entry can be overcome through education,” said
Key National Findings
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Crypto Ownership Perceptions
- Non-crypto owning women select “confusing”, “risky”, and “scary” as top words to describe how they perceive crypto, while both men and women who own crypto select more positive word associations, and even share some of the same top words including: “opportunity,” “growth”, “bold”, and “revolutionary”
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Study data shows that once women enter the crypto space, the gender gap narrows, with
54% of men crypto owners and32% of women owners rating their knowledge as high or very high versus6% of non-crypto owning women -
82% of women who have purchased crypto say they are likely to purchase in the future, compared to only a third of non-crypto owning women -
Majority of men (
69% ) and women (54% ) crypto owners say they plan to increase their holdings in the next 6 months. Only2% of both women and men plan to decrease their crypto holdings in next 6 months
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New Crypto Pathways Show Universal Appeal
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The top 3 pathways to future crypto ownership for both men and women regardless of crypto ownership are: receiving crypto as a gift, redeeming loyalty points for crypto, and earning crypto instead of loyalty points. These pathways outranked traditional acquisition methods such as crypto exchanges, showing the attraction of low-risk acquisition opportunities by both genders
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Women who don’t own crypto: Receiving as a gift (
58% ), Redeeming loyalty points for crypto (37% ), earning crypto instead of loyalty points (34% ) -
Women who own crypto: Receiving crypto as a gift (
56% ), Redeeming loyalty points for crypto (42% ), earning crypto instead of loyalty points (39% ) -
Men who own crypto: earning crypto instead of points (
49% ), receiving as a gift (46% ), redeeming loyalty points for crypto (43% )
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Women who don’t own crypto: Receiving as a gift (
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The top 3 pathways to future crypto ownership for both men and women regardless of crypto ownership are: receiving crypto as a gift, redeeming loyalty points for crypto, and earning crypto instead of loyalty points. These pathways outranked traditional acquisition methods such as crypto exchanges, showing the attraction of low-risk acquisition opportunities by both genders
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Other Crypto Ownership Trends
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Data shows that men were early crypto adopters, but women are now outpacing men as first-time purchasers.
38% of women made their first crypto purchase in past 6 months compared to30% of men -
Majority of women (
61% ) own less than in crypto, suggesting fractional crypto is a strong acquisition pathway for women, and can mitigate the lack of funds barrier$500 - Both men and women crypto owners in the study reported their top coin investments as bitcoin and ether, followed by Dogecoin and then a variety of other coins
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Data shows that men were early crypto adopters, but women are now outpacing men as first-time purchasers.
About the Study
Commissioned by
To learn more about this research, please click here.
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About
Bakkt® is a trusted digital asset platform that enables consumers to buy, sell, store and spend digital assets. Bakkt’s platform, now available through the Bakkt App and to partners, amplifies consumer spending and bolsters loyalty programs, adding value for all key stakeholders within the
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Bakkt Media Contacts
Lauren.Post@bakkt.com
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FAQ
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