From News Desk
New data from a 2,000-person U.S. survey highlights participation rates, who is buying and what could move non-buyers off the sidelines.
A new national survey of 2,000 US adults ages 35–64 found that 38.6% bought gold or silver as an investment in the past 12 months. The research was commissioned by Gold IRA Guide, a research-first online portal.
The survey also finds meaningful buying momentum among recent precious metals investors, with 91.7% of buyers saying they are equally or more likely to buy again over the next year (2026).
The study, fielded online on January 2, 2026, polled 2,000 US adults ages 35–64 across all 50 states plus Washington DC. Respondents were asked about recent precious metals purchasing behaviour, preferred methods of gaining exposure and what might influence future buying decisions.
“This is not just a retiree story anymore,” said Mark Turner, Editor-in-Chief of Gold IRA Guide. “In our survey, millennials were the most active buyers and most buyers said they plan to keep buying.”
“And for people on the sidelines, the barriers were straightforward,” Turner said. “They want a better entry price, more clarity on how it works and a trusted recommendation,” he added.
Key findings
Among the 2,000 respondents surveyed –
- 38.6% reported buying gold or silver as an investment in the past 12 months.
- Buying activity varied meaningfully by demographic, with millennials (ages 35–44) showing the highest participation rate among age cohorts.
- A significant gender gap emerged, with men reporting substantially higher participation than women.
- Among those who bought in the past 12 months, the majority purchased physical coins or bars, while a substantial share reported buying through an IRA route (including Gold or Silver IRAs).
- 91.7% of buyers said they are equally or more likely to buy again in the next 12 months, signaling continued demand.
What could bring new investors in?
The survey also explored what might influence non-buyers to consider precious metals in the future. While motivations vary, the strongest levers were practical: respondents indicated they would be more likely to invest if prices became more attractive, if they had a stronger understanding of how gold and silver investing works, or if they received a recommendation from someone they trust, like a financial advisor or loved one.
The results include additional breakdowns by age cohort, gender and income, as well as visual charts designed to make it easy for readers and journalists to interpret the findings quickly.
Full results and charts
Gold IRA Guide has published a full interactive report with charts and additional analysis on its website, including methodology details for media use.
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