New Bakkt study finds that despite crypto’s overwhelming association to men, 82% of women who own crypto are likely to purchase again

ALPHARETTA, Ga--(BUSINESS WIRE)--In connection with Women’s History Month, Bakkt Holdings, Inc. (NYSE: BKKT), a trusted digital asset platform that enables consumers to buy, sell, send and spend a range of digital assets, released its “Women & Crypto” study on awareness and attitudes toward cryptocurrency among women, who both own and do not own crypto, and, how it differs from men who own. Nearly all study participants agree that crypto is strongly associated with men. However, this male gender association barely registers as a barrier (5%) for women who do not own crypto. The top barriers identified by women who don’t currently own crypto include not knowing how to get started (52%), not understanding crypto utility (52%) and lacking extra funds to invest (49%).

This knowledge gap for women who don’t own crypto is significant, with 70% rating their crypto knowledge as low or very low, which compares to only 13% of male crypto owners and 22% of women crypto owners who rate their knowledge as low or very low. Women who own crypto rate their knowledge almost 50% higher which suggests that even a minimal crypto investment can increase knowledge. The gender knowledge gap narrows noticeably once women buy any level of crypto.