Crypto adoption is moving into the mainstream, with 94% global awareness and nearly one in three consumers already owning or using it. Ownership is highest in emerging markets, where it is seen as protection against inflation and a path to dollar or euro exposure. Consumers are motivated by building wealth and belief in crypto as the financial future, while barriers include volatility, steep learning curves, and security concerns. Financial institutions play a key role, as most consumers want banks to offer crypto and are interested in crypto-linked cards and rewards, which could drive broader engagement.

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