Mobile apps like Apple Pay have made online and offline purchases more convenient for consumers, liberating them from having to pull out their wallets, credit cards, and wads of dollar bills and loose change. But the innovations of Web 2.0 are in the rearview, as consumers explore Web 3.0 where digital currency is just a fraction of what the virtual experience has to offer. For enthusiasts, Web 3.0, or Web3, is a way of democratizing the internet, shifting power away from the behemoths dominating search, sales, and social and giving it back to consumers. The blockchain has made bitcoin, non-fungible tokens (NFTs), and other forms of cryptocurrency ubiquitous among devotees, and the metaverse has become a virtual utopia for consumers and brands. In our second look at cryptocurrency, ThinkNow conducted a nationwide online survey of adults ages 18 to 64 to understand their familiarity, usage, and interest in cryptocurrency and other Web3 technologies.

1. FEBRUARY 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
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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
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$
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-
7
9
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$
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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.

12. Appendix
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13. Participant Profile
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14. Participant Profile
1-818-843-0220
info@thinknow.com
thinknow.com
Get in Touch
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