US &Canada
Retail investors in the US and Canada are a captive audience for gold. But our research reveals clear headroom for growth in both markets. Addressing knowledge gaps and building trust among potential investors are key routes to unlocking potential new demand.
online interviews with investors in the US
online interviews with investors in Canada
Retail investors in the US and Canada have their differences. Canadian investors tend to be more risk averse than their relatively more confident neighbours and are less likely to view gold as mainstream. In the US, gold ranks in the top five most commonly-owned investments. But in both markets, four in ten investors say they would consider investing in gold having never done so before.
Considering buying gold
Has bought in the past
Considering buying gold
Never bought in the past
Won't consider buying gold
Potential investors are put off by the feeling that they don’t know enough about buying gold. In both countries, 7 in 10 of those investors who have never bought gold but are now open to it said they lacked the necessary know-how.
Potential investors need greater assurance of the purity and authenticity of gold investment products: over one quarter of this group in both the US and Canada believe they run the risk of buying counterfeit gold.
I worry about buying fake or counterfeit gold.
In both markets, simplicity is the primary driver of investment decisions. Gold needs to be recognised as being a simple and straightforward investment, which is easy to buy and sell in small amounts.
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