{
  "docId": "019dd923-5e87-7479-8207-eccebaf1b5c4",
  "docSlug": "b045a0cf602d1161",
  "documentTitle": "inv research 20220928 crypto asset survey EN",
  "authorId": "IPSOS",
  "authorName": "Ipsos",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "industry_analyst",
  "sourceTypeLabel": "Industry analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 7,
  "pageCount": 79,
  "prevPage": 6,
  "nextPage": 8,
  "slideType": "key_takeaways",
  "function": "summarize",
  "density": "dense",
  "nDataPoints": 15,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "paragraph",
    "photo"
  ],
  "metadataConfidence": 0.9,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e87-7479-8207-eccebaf1b5c4/7",
  "deckHref": "/decks/019dd923-5e87-7479-8207-eccebaf1b5c4",
  "deckJsonHref": "/decks/019dd923-5e87-7479-8207-eccebaf1b5c4.json",
  "deckAnchorHref": "/decks/019dd923-5e87-7479-8207-eccebaf1b5c4#slide-7",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "74% of those who currently own crypto assets weren't recommended to buy them by their financial advisor and most (60%) never even discussed the option.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-22fe-7591-884b-da2817df6130",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.75,
        "w": 0.22,
        "x": 0.03,
        "y": 0.12
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "19d7586c-7a47-496c-be85-6a22e4ce8af0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "consumer sentiment: 74%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-22fe-7591-884b-dfb7c06caf27",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.7,
        "x": 0.25,
        "y": 0.55
      },
      "kind": "paragraph",
      "text": "Awareness of crypto advertising and offers\nTwo-thirds (65%) recalled having seen advertising for crypto assets, of which social media (55%) or online ads (43%) were the most common. While most felt the ad had no impact (46%), nearly four in ten (38%) were more willing to purchase as a result. Considerably fewer saw advertising or received an offer from crypto trading platforms and recall was highest at one-third for marketing or an ad by a well-known personality encouraging them to buy or sell through a specific crypto trading platform.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "44e7495b-10b2-4392-95db-cccc289438ec",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.7,
        "x": 0.25,
        "y": 0.15
      },
      "kind": "paragraph",
      "text": "Reasons for purchase/ use of crypto\nThe rationale behind purchasing crypto assets or crypto funds was consistent and word of mouth was relied on most predominantly as a source of information (41%), while social media influencers (21%) and consulting an expert in blockchain technology (20%) were also common. 15% relied on their financial advisor before purchasing.\nThe primary motivations were as a long-term buy because they believed in the value of the technology (29% for assets, 21% for funds), as a speculative investment or gamble (28% for assets, 21% for funds), to make more money compared to a traditional savings account (25% for assets, 26% for funds) or to diversify their portfolio (25% for assets, 18% for funds).\n74% of those who currently own crypto assets weren't recommended to buy them by their financial advisor and most (60%) never even discussed the option. These trends also hold true for crypto investment fund owners.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e693b3b2-68ff-4e90-8342-e074acf651a1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.25,
        "x": 0.03,
        "y": 0.05
      },
      "kind": "title",
      "text": "3) KEY FINDINGS",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "09d0a147-8d1e-4bfd-a0d3-a5b95049d183",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 9,
      "from": 3,
      "beatId": "e29e94db-a157-40c6-950e-73109eebc2ba",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Need",
      "beatSlug": "monroes-sequence-need",
      "evidence": "The document presents research objectives and key findings, highlighting the need for understanding crypto asset adoption.",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}