Bitcoin 'digital gold' narrative fails to sway U.S. public, survey finds

A survey found that describing bitcoin as “digital gold” does not resonate with the U.S. public.

Blockchain outlet Cryptopolitan reported on Aug. 25 that the Bitcoin Policy Institute (BPI) said messages emphasising storytelling and trust drew the highest interest among bitcoin marketing strategies.

BPI conducted the research in three stages from March to June 2026 with polling firm Cygnal and Neighborhood Bitcoin. In the first stage, it surveyed 1,516 registered voters aged 18 to 64. The largest share, 32 percent, said they were interested in bitcoin but were delaying a purchase. About 30 percent said they rejected it for ideological reasons, and about 20 percent said they were not interested due to financial problems. Active supporters were the smallest group at 18 percent.

In the second stage, it ran eight focus groups with about 80 people who did not own bitcoin but were likely to buy it. The survey was conducted in Columbus, Ohio, and Nashville, Tennessee, and each session lasted about 95 minutes. In the third and final stage, it carried out message testing on 1,000 registered voters from May 29 to June 2.

Respondents said the most important factor related to bitcoin was control. Proven performance, security, accessibility and ease of use followed. Phrases such as “I decide how much to invest” or “I can track transactions myself” left the strongest impressions.