Over Half of U.S. Millennials Own Cryptocurrency, New Report Reveals
A recent study conducted by CouponFollow highlights a significant trend in American millennials and their engagement with cryptocurrency. According to the report titled "Millennial Shopping Habits: Trend Report 2025," which surveyed over 1,185 individuals aged 29 to 44, 53% of U.S. millennials now own some form of cryptocurrency. The survey, which was carried out in February 2025, reveals important insights into the financial behaviors and preferences of this demographic.
Survey Demographics and Key Findings
The study’s respondents were predominantly women, comprising 60% of participants, while the remaining 40% were men. The report indicates a notable gender divide in cryptocurrency ownership, with 66% of male respondents holding digital assets compared to 45% of female respondents. Among those surveyed, 7% reported having never heard of cryptocurrency, while 39% acknowledged its existence but do not own any.
Additionally, the report showed that millennials under 40 are more likely to own cryptocurrency, with over 55% of this age group participating in the market. In contrast, the ownership rate drops to 45% among those aged 39 to 44. ### Cryptocurrency Usage Trends
The report outlines various ways millennials utilize cryptocurrencies. 8% of all participants stated they use crypto as a payment method “whenever possible.” This translates to approximately 15% of millennials who own crypto using it actively for transactions. Interestingly, about 20% of crypto owners indicated they never employ their digital assets for purchases.
The data also reveals that 62% of millennial cryptocurrency owners made between one and five retail purchases using crypto within the past year. Conversely, only 4% reported having made over ten purchases in the same period, highlighting a concentration of low-frequency transactions among users. Overall, 42% of all surveyed millennials have made at least one purchase using cryptocurrency.
Shopping Habits and Behavior Changes
Switching gears, the study highlights shifts in shopping behavior among millennials. Incentives such as discounts starting at 20% can motivate over half of millennials to switch brands, indicating a strong price sensitivity within this age group. Furthermore, millennials are increasingly drawn to free shipping, free trials, and complimentary gifts as attractive discount options.
Interestingly, the report notes an uptick in in-store shopping among millennials compared to previous years, even though online shopping remains the preferred choice. There has also been a decline in the use of computers for online shopping, with many millennials relying on Amazon’s recommendations for browsing.
Broader Context of Cryptocurrency Adoption
Millennials have played a pivotal role in driving the adoption of cryptocurrencies. Previous surveys, including one from Bankrate in 2021, have noted their inherent confidence in investing in crypto compared to other generations. Statista research supports this notion, ranking millennials as the most heavily engaged demographic in cryptocurrency.
However, some recent findings by CryptoQuant suggest that while millennials remain significant players in crypto adoption, the core group of users may be shifting to individuals aged 25-34, which includes younger millennials and older Gen Z members.
Conclusion
The emergence of cryptocurrency ownership among millennials illustrates a notable trend that could potentially shape the future of financial transactions and investment behaviors. As millennials continue exploring crypto for both investment and payment avenues, the disparity in ownership and usage among genders presents further opportunities for targeted educational and marketing initiatives in the cryptocurrency space.
As this demographic reflects changing shopping habits and technological engagement, understanding these trends will be crucial for businesses aiming to adapt to the evolving landscape of finance and commerce.
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