The Stock Market is America’s Favorite Investment

Americans love to invest in stocks. A survey by Bankrate found that the stock market is the favorite investment for money not needed for a decade. Gen Z is driving much of the surge in stock investing.

The stock market is the most popular long-term investment option among U.S. adults, according to a survey by the financial data company Bankrate.

Twenty-seven percent of respondents selected the stock market as their preferred choice for investing money they will not need for at least a decade. Real estate and cash investments were the next most popular options, favored by 24% and 21% of respondents, respectively.

The survey revealed other interesting findings.

Among those who preferred alternatives to the stock market, common reasons for deterrence included volatility and feeling intimidated. Notably, women reported feeling intimidated by the stock market at a higher rate (23%) than men (15%), contributing to the persistent investment gender gap.

However, there are signs this is changing: A 2024 report from financial services company Fidelity found that more women—especially in Gen Z—are entering the investment space.

JPMorgan research reveals that Gen Z men are leading the surge in retail investing. Since the pandemic, participation among 25-year-olds has risen from 6% in 2015 to 37% in 2024. This growth has largely been driven by Gen Z men, with the bank’s analysts suggesting that many spent time learning how to invest during the pandemic through social media.

These trends are further supported by a 2025 World Economic Forum report which found that younger generations are engaging with the topic of personal investment earlier than previous cohorts. For example, 41% of Gen Z respondents started learning about investing in early adulthood or university, compared to just 16% of baby boomers at the same age.