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FEBRUARY 2022
ThinkNow conducted a nationwide online survey of general population adults
ages 18 to 64 to understand their familiarity with, usage of, and interest in
cryptocurrency and other technologies.
Background Methodology
Survey Method
Online via ThinkNow Research’s
Omnibus Study
Field Timing
December
2021
Base Size
1,550
Screening Criteria
18 to 64 years of age
Regional Coverage
National
2
Methodology
Detailed
Findings
Most U.S. adults surveyed
have heard of Cryptocurrency,
NFTs, and the Metaverse.
But who's buying?
3
Over half of adults (58%) say they are familiar with Cryptocurrency.
90% have heard of it
58% know something about it
19% know a lot about it
Cryptocurrency Cryptocurrency Wallet
82% have heard of it
47% know something about it
18% know a lot about it
Base Size (n=1,550)
Awareness/Familiarity with Technologies
Base: Total Market
4
35% know something about it
65% have heard of it
11% know a lot about it
Most adults have heard of Cryptocurrency/Wallet, NFT’s and Metaverse.
65% have heard of it
36% know something about it
11% know a lot about it
Metaverse
Base Size (n=1,550)
NFTs
(Non-Fungible Tokens)
Awareness/Familiarity with Technologies
Base: Total Market
Web 3.0
5
Have heard of it
Know something about it
Know a lot about it
Hispanics Blacks Asians 


 (A) (B) (C) (D)
Cryptocurrency 57% 54% 63% 58%
Cryptocurrency
'Wallet'
50% 46% 51% 43%
NFTs
(Non-Fungible Tokens)
34% 29% 41% B 35%
Metaverse 35% 30% 41% B 33%
Web 3.0 19% 25% 22% 22%
Men Women
(E) (F)
67% F 50%
57% F 38%
47% F 25%
43% F 26%
28% F 17%
Gen Z
18-22
Milennials
23-38
Gen X
39-54
Boomers
55-64
(G) (H) (J) (K)
56% 70% GJK 53% 47%
46% K 61% GJK 45% K 28%
35% 49% GJK 29% 23%
35% K 50% GJK 25% 22%
10% 38% GJK 17% K 9%
Under $40K $40K- $79K 80K+
(L) (M) (N)
45% 65% L 67% L
40% 49% L 55% L
23% 34% L 51% LM
26% 35% L 45% LM
13% 17% 36% LM
Men, Millennials and higher-income households are most likely to be familiar with these
technologies. Asians report higher familiarity than other racial/ethnic segments.
Race/Ethnicity Gender Generation HH Income
(n=500) (n=250) (n=250) (n=500) (n=731) (n=832) (n=116) (n=718) (n=479) (n=237) (n=714) (n=463) (n=326)
Familiarity with Technologies
Know A Lot/Something About It
Letter indicate significant difference at 95% confidence level.
6
N.H. Whites
Cryptocurrency Cryptocurrency Wallet NFTs
Total Market Hispanics Blacks Asians N.H. Whites Men Women
50%
40%
30%
20%
10%
0%
About one-third of adults say they use or own cryptocurrency. A slightly lower
proportion say they use a cryptocurrency ‘wallet.’
Men are significantly more likely than women to use cryptocurrency, cryptocurrency wallet and NFT’s.
Do you use or own...?
% of ‘Yes’ responses


(n=1,550)
(B)
(n=250)
(C)
(n=250)
(D)
(n=500)
(A)
(n=500)
(E)
(n=731)
(F)
(n=802)
34%
28%
14%
31%
29%
10%
31%
25%
9%
36%
26%
7%
34%
27%
16%
43%
37%
20%
26%
20%
8%
F
F
F
ABC
Letter indicate significant difference at 95% confidence level.
7
AB
Cryptocurrency Cryptocurrency Wallet NFTs
0% 10% 20% 30% 40% 50%
Gen Z
Milennials
Gen X
Boomers
Under $40k
$40k-$79k
$80k+
Millennials are the most likely to use these
digital products.
Do you use or own...?
% of ‘Yes’ responses
Letter indicate significant difference at 95% confidence level.
18-22
(E) (n=116)
23-38
(F) (n=718)
39-54
(G) (n=479)
55-64
(H) (n=237)
(D) (n=500)
(E) (n=731)
(F) (n=802)
32%
26% H
8% H
49% EGH
45% EGH
26% EGH
27%
22%
11% H
21%
10%
2%
23%
20%
6%
37% D
26% D
10%
45% DE
39% DE
26% DE
8
Usage increases with household income.
H
Cryptocurrency Cryptocurrency 'wallet' NFTs
T
o
t
a
l
H
i
s
p
a
n
i
c
s
B
l
a
c
k
s
A
s
i
a
n
s
N
.
H
.
W
h
i
t
e
s
M
e
n
W
o
m
e
n
G
e
n
Z
M
i
l
l
e
n
n
i
a
l
s
G
e
n
X
B
o
o
m
e
r
s
<
$
4
0
K
$
4
0
-
7
9
K
$
8
0
K
+
50%
40%
30%
20%
10%
0%
Letter indicate significant difference at 95% confidence level.
The youngest cohorts (Gen Z, Millennials)
expressed the greatest interest in NFTs.
How likely are you to use/buy [item] in the
next 12 months?
Base: Aware but do not own
Top 2 Box: Very/Somewhat Likely
9
41%
37%
34%
0% 20% 40% 60% 80%
Bitcoin
Ethereum
Litecoin
Ethereum 2
Solana
Cardano
Tether
USD Coing
Polkadot
Tezos
0% 25% 50% 75% 100%
Online/Mobile
Wallet (App)
Hardware Wallet
(Thumb-drive
device)
0% 20% 40% 60%
OpenSea
Foundation
MagicEden
Rarible
Solanart
Other
What cryptocurrency do you own?
Base: Cryptocurrency Users
What kind of cryptocurrency wallet do you use?
Base: Use cryptocurrency wallet
What platform(s) do you use to purchase NFT’s?
Base: NFT’s Users
Bitcoin is by far the most utilized form of cryptocurrency, followed by Ethereum. Nearly everyone who uses a
cryptocurrency wallet has the online/app version.
Open Sea and Foundation are the most popular platforms for NFT’s.
(n=531) (n=182) (n=182)
90%
31%
54%
40%
31%
33%
25%
11%
78%
43%
14%
28%
13%
13%
12%
8%
9%
11%
10
Cryptocurrency Wallet Cryptocurrency NFTs
The main reasons why some people are not likely to use/buy these products is a lack of trust and
understanding of the product, and the feeling that it’s too risky.
Why are you not likely to use/buy?
Base: Not Likely To Buy
39%
35%
35%
28%
25%
14%
14%
11%
5%
45%
35%
43%
35%
23%
26%
17%
9%
4%
36%
29%
26%
15%
21%
21%
22%
14%
5%
(n=175) (n=232) (n=220)
Base size:
I don't understand it well enough
It's too risky
I don't trust it
I don't have the money to invest in it
I don't know where to start
It's too confusing/complicated
It's just a fad/it will not last
It's too soon
No particular reason
11
Letter indicates significant difference at 95% confidence level.
Appendix
12
Participant Profile
13
Participant Profile
1-818-843-0220
info@thinknow.com
thinknow.com
Get in Touch
14

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ThinkNow Web 3.0 Cryptocurrency Report 2022

  • 2. ThinkNow conducted a nationwide online survey of general population adults ages 18 to 64 to understand their familiarity with, usage of, and interest in cryptocurrency and other technologies. Background Methodology Survey Method Online via ThinkNow Research’s Omnibus Study Field Timing December 2021 Base Size 1,550 Screening Criteria 18 to 64 years of age Regional Coverage National 2 Methodology
  • 3. Detailed Findings Most U.S. adults surveyed have heard of Cryptocurrency, NFTs, and the Metaverse. But who's buying? 3
  • 4. Over half of adults (58%) say they are familiar with Cryptocurrency. 90% have heard of it 58% know something about it 19% know a lot about it Cryptocurrency Cryptocurrency Wallet 82% have heard of it 47% know something about it 18% know a lot about it Base Size (n=1,550) Awareness/Familiarity with Technologies Base: Total Market 4
  • 5. 35% know something about it 65% have heard of it 11% know a lot about it Most adults have heard of Cryptocurrency/Wallet, NFT’s and Metaverse. 65% have heard of it 36% know something about it 11% know a lot about it Metaverse Base Size (n=1,550) NFTs (Non-Fungible Tokens) Awareness/Familiarity with Technologies Base: Total Market Web 3.0 5 Have heard of it Know something about it Know a lot about it
  • 6. Hispanics Blacks Asians (A) (B) (C) (D) Cryptocurrency 57% 54% 63% 58% Cryptocurrency 'Wallet' 50% 46% 51% 43% NFTs (Non-Fungible Tokens) 34% 29% 41% B 35% Metaverse 35% 30% 41% B 33% Web 3.0 19% 25% 22% 22% Men Women (E) (F) 67% F 50% 57% F 38% 47% F 25% 43% F 26% 28% F 17% Gen Z 18-22 Milennials 23-38 Gen X 39-54 Boomers 55-64 (G) (H) (J) (K) 56% 70% GJK 53% 47% 46% K 61% GJK 45% K 28% 35% 49% GJK 29% 23% 35% K 50% GJK 25% 22% 10% 38% GJK 17% K 9% Under $40K $40K- $79K 80K+ (L) (M) (N) 45% 65% L 67% L 40% 49% L 55% L 23% 34% L 51% LM 26% 35% L 45% LM 13% 17% 36% LM Men, Millennials and higher-income households are most likely to be familiar with these technologies. Asians report higher familiarity than other racial/ethnic segments. Race/Ethnicity Gender Generation HH Income (n=500) (n=250) (n=250) (n=500) (n=731) (n=832) (n=116) (n=718) (n=479) (n=237) (n=714) (n=463) (n=326) Familiarity with Technologies Know A Lot/Something About It Letter indicate significant difference at 95% confidence level. 6 N.H. Whites
  • 7. Cryptocurrency Cryptocurrency Wallet NFTs Total Market Hispanics Blacks Asians N.H. Whites Men Women 50% 40% 30% 20% 10% 0% About one-third of adults say they use or own cryptocurrency. A slightly lower proportion say they use a cryptocurrency ‘wallet.’ Men are significantly more likely than women to use cryptocurrency, cryptocurrency wallet and NFT’s. Do you use or own...? % of ‘Yes’ responses (n=1,550) (B) (n=250) (C) (n=250) (D) (n=500) (A) (n=500) (E) (n=731) (F) (n=802) 34% 28% 14% 31% 29% 10% 31% 25% 9% 36% 26% 7% 34% 27% 16% 43% 37% 20% 26% 20% 8% F F F ABC Letter indicate significant difference at 95% confidence level. 7 AB
  • 8. Cryptocurrency Cryptocurrency Wallet NFTs 0% 10% 20% 30% 40% 50% Gen Z Milennials Gen X Boomers Under $40k $40k-$79k $80k+ Millennials are the most likely to use these digital products. Do you use or own...? % of ‘Yes’ responses Letter indicate significant difference at 95% confidence level. 18-22 (E) (n=116) 23-38 (F) (n=718) 39-54 (G) (n=479) 55-64 (H) (n=237) (D) (n=500) (E) (n=731) (F) (n=802) 32% 26% H 8% H 49% EGH 45% EGH 26% EGH 27% 22% 11% H 21% 10% 2% 23% 20% 6% 37% D 26% D 10% 45% DE 39% DE 26% DE 8 Usage increases with household income. H
  • 9. Cryptocurrency Cryptocurrency 'wallet' NFTs T o t a l H i s p a n i c s B l a c k s A s i a n s N . H . W h i t e s M e n W o m e n G e n Z M i l l e n n i a l s G e n X B o o m e r s < $ 4 0 K $ 4 0 - 7 9 K $ 8 0 K + 50% 40% 30% 20% 10% 0% Letter indicate significant difference at 95% confidence level. The youngest cohorts (Gen Z, Millennials) expressed the greatest interest in NFTs. How likely are you to use/buy [item] in the next 12 months? Base: Aware but do not own Top 2 Box: Very/Somewhat Likely 9 41% 37% 34%
  • 10. 0% 20% 40% 60% 80% Bitcoin Ethereum Litecoin Ethereum 2 Solana Cardano Tether USD Coing Polkadot Tezos 0% 25% 50% 75% 100% Online/Mobile Wallet (App) Hardware Wallet (Thumb-drive device) 0% 20% 40% 60% OpenSea Foundation MagicEden Rarible Solanart Other What cryptocurrency do you own? Base: Cryptocurrency Users What kind of cryptocurrency wallet do you use? Base: Use cryptocurrency wallet What platform(s) do you use to purchase NFT’s? Base: NFT’s Users Bitcoin is by far the most utilized form of cryptocurrency, followed by Ethereum. Nearly everyone who uses a cryptocurrency wallet has the online/app version. Open Sea and Foundation are the most popular platforms for NFT’s. (n=531) (n=182) (n=182) 90% 31% 54% 40% 31% 33% 25% 11% 78% 43% 14% 28% 13% 13% 12% 8% 9% 11% 10
  • 11. Cryptocurrency Wallet Cryptocurrency NFTs The main reasons why some people are not likely to use/buy these products is a lack of trust and understanding of the product, and the feeling that it’s too risky. Why are you not likely to use/buy? Base: Not Likely To Buy 39% 35% 35% 28% 25% 14% 14% 11% 5% 45% 35% 43% 35% 23% 26% 17% 9% 4% 36% 29% 26% 15% 21% 21% 22% 14% 5% (n=175) (n=232) (n=220) Base size: I don't understand it well enough It's too risky I don't trust it I don't have the money to invest in it I don't know where to start It's too confusing/complicated It's just a fad/it will not last It's too soon No particular reason 11 Letter indicates significant difference at 95% confidence level.
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