Visa’s study shows crypto awareness is nearly universal at 95%, with ownership at 34% globally. Emerging markets lead adoption, driven by inflation concerns and desire for dollar or euro exposure. Consumers are motivated by wealth building and viewing crypto as the financial future, while barriers like regulation, security, and knowledge gaps are easing—though volatility and complexity remain. Financial institutions play a pivotal role: over half of consumers believe banks are key to mainstream adoption, with strong interest in crypto-linked cards, rewards, and bank-offered services.

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