Amundi Decoding: Digital Preferences report 2026
DECODING Digital Preferences Marketing Communication 2026
Digital Platform Portfolio Weight Digital Platform Adoption Use of Digital Information, Advice & Guidance On average, investors globally hold around half of their portfolio on digital platforms. Three in four investors globally use digital platforms to invest at least part of their portfolio – peaking at 88% in China and Brazil. 59% of advised investors globally now access professional advice through digital channels. Digital platforms are no longer a complementary tool but a primary investment vehicle, commanding roughly half of portfolio assets even among regularly advised and high- net-worth investors. Digital platforms have achieved mass-market penetration across age, wealth and advice segments – the over-60s and lower-income investors included. Perceived knowledge, not demographics, is the true gatekeeper to adoption. Professional advice no longer means in-person by default – delivery has fragmented across in-person, phone/ video and digital touchpoints, with no single channel dominating. 14-17 04 -13 18-21 Headlines Across every age, wealth and advice segment, around half of the average investment portfolio is now held through digital channels. The question is no longer whether investors use digital platforms, but how much of their wealth they entrust to them and what they are using them for. The next phase of growth will be defined not by reach, but by depth and breadth: the confidence, integration and share of wallet investors are willing to commit.
Digital Platform Adoption 1 4 DECODING | Digital 5 DECODING | Digital China and Brazil lead digital adoption, with 88% of investors engaging through digital platforms. Yet their approaches differ markedly: a significantly higher proportion of Brazilian investors adopt a digital-only strategy compared to their Chinese counterparts (27% vs. 12%). Finland, Denmark and Poland are also markets where a greater weight of digital investors adopt a digital-only approach. Conversely, France, Italy, Japan and Belgium show the lowest digital adoption rates, driven by particularly low adoption among the 61+ age group. Japan presents an interesting paradox: while overall digital usage lags, nearly half of its digital investors commit to a purely digital-only approach - most notably among those Japanese in their 30s (42% vs. 30% of the weighted Japanese total). When it comes to digital experiences, not all investors want the same thing, and providers that offer seamless hybrid experiences alongside robust digital-only options are best positioned to serve the full spectrum of investor preferences. Analogue Hybrid Digital only TWN DEU SNG NED CHE DNK AUT KOR IRE ZAF HKG CHN BEL IND THA ITA UAE POL BRA GBR ESP MYS FIN SWE FRA JPN GLOBAL 46% 41% 13% 46% 45% 10% 38% 47% 14% 38% 32% 30% 34% 44% 22% 30% 51% 20% 30% 58% 12% 28% 59% 14% 28% 56% 16% 26% 48% 26% 26% 55% 19% 25% 51% 24% 23% 65% 12% 22% 45% 32% 20% 63% 17% 20% 58% 22% 20% 61% 19% 19% 63% 17% 19% 56% 25% 19% 49% 32% 18% 36% 46% 18% 69% 13% 15% 63% 22% 14% 66% 20% 12% 61% 27% 12% 75% 12% 25% 55% 21% Analogue Hybrid Digital only TWN DEU SNG NED CHE DNK AUT KOR IRE ZAF HKG CHN BEL IND THA ITA UAE POL BRA GBR ESP MYS FIN SWE FRA JPN GLOBAL 46% 41% 13% 46% 45% 10% 38% 47% 14% 38% 32% 30% 34% 44% 22% 30% 51% 20% 30% 58% 12% 28% 59% 14% 28% 56% 16% 26% 48% 26% 26% 55% 19% 25% 51% 24% 23% 65% 12% 22% 45% 32% 20% 63% 17% 20% 58% 22% 20% 61% 19% 19% 63% 17% 19% 56% 25% 19% 49% 32% 18% 36% 46% 18% 69% 13% 15% 63% 22% 14% 66% 20% 12% 61% 27% 12% 75% 12% 25% 55% 21% Globally, three-quarters of investors use digital platforms to invest at least some of their portfolio – peaking at 88% in China and Brazil. This remains flat compared with 2025 data. Fig 1: % of investors using digital investment platforms by market (weighted global totals)* * Base size: total investors, n=13,249
Digital investment adoption is high across all age groups – with nearly three-fifths of over-60s investing digitally. We also see high digital adoption across all other investor groups. While it peaks among more affluent segments, engagement is extremely high even among retail investors (79%). In addition, regularly advised investors are just as likely as those who’ve never sought advice to embrace digital platforms. The real divide emerges around investor confidence. Self-identified “beginners” are significantly less likely to invest digitally compared to those who describe themselves as “confident” or “expert” – revealing that perceived knowledge, not age or wealth, is the true gatekeeper to digital adoption. 1. Digital platform adoption 1. Digital platform adoption DECODING | Digital DECODING | Digital 6 7 Fig 2: % of investors using digital investment platforms by age* Fig 3: % of investors using digital investment platforms by investor group* Age 21-30 Age 31-40 Age 41-50 Age 51-60 Age 61+ 86% 86% 70% 59% 81% 79% 79% 68% 76% 100% 80% 60% 40% 20% 0% 2026 2025 86% % 70% 59% 81% 79% % 68% 76% Age 21-30 Age 31-40 Age 41-50 Age 51-60 Age 61+ 86% 86% 70% 59% 81% 79% 79% 68% 76% 100% 80% 60% 40% 20% 0% By gender By investable assets By self-defined investment confidence By use of professional advice Beginner Somewhat knowledgeable Confident Expert 85% 87% 82% 71% Reguarly advised Occasionally advised Previously advised Never advised 79% 81% 82% 81% Retail Mass affluent Affluent HNWI 86% 85% 84% 79% Women Men 79% 82% * No data collected for Age 6 1+ in 2025 – Base size: total investors, n=13,249 * Base size: total investors, n=13,249
The type of digital investment platforms being used differs across markets – with digital banks and neobanks the most widely used. Investors from Asia show significantly higher engagement with online brokerages, investment platforms and neobrokers (41% vs. 26% in Europe) – with usage peaking in Singapore (55%), India (52%) and Taiwan (49%). These findings may, in part, reflect cultural norms, given the history in parts of Asia of investors engaging with their brokers to invest. A similar, though less pronounced, pattern emerges for digital banks and neobanks. While 38% of Asian investors hold investments through these platforms compared to 30% across Europe, significant market-level variations exist. This represents around three times the adoption rate seen in Italy (14%), Spain (15%) and France (16%), revealing a fundamental regional divide in how people invest online. In China, 54% of investors are investing with digital banks or neobanks – nearly three times the rate in Hong Kong and Japan (both 19%). These findings suggest that Asia’s digital platform ecosystem is more varied than Europe’s, with investors comfortable navigating multiple specialised platforms as opposed to using only one or a small select few platforms. 1. Digital platform adoption 1. Digital platform adoption DECODING | Digital DECODING | Digital 8 9 GLOBAL: 35% EUROPE: 30% ASIA: 38% GLOBAL: 32% EUROPE: 26% ASIA: 41% GLOBAL: 26% EUROPE: 25% ASIA: 28% GLOBAL: 24% EUROPE: 23% ASIA: 23% Crypto-asset trading platform Online only services of a physical banking brand Online brokerage / investment platform Digital bank / neobank GLOBAL: 35% EUROPE: 30% ASIA: 38% GLOBAL: 32% EUROPE: 26% ASIA: 41% GLOBAL: 26% EUROPE: 25% ASIA: 28% GLOBAL: 24% EUROPE: 23% ASIA: 23% Crypto-asset trading platform Online only services of a physical banking brand Online brokerage / investment platform Digital bank / neobank Fig 4: % of investors holding assets on digital investment platforms by type and region (weighted totals)* * Base size: total investors, n=13,249 Top 3 Top 3 Top 3 Top 3 Bottom 3 Bottom 3 Bottom 3 Bottom 3 62 % BRA 54 % CHN 49 % MYS 51 % FIN 41 % SWE 40 % CHN 55 % SNG 52 % IND 49 % TWN 45 % THA 40 % ZAF 37 % POL 19 % HKG 19 % JPN 23 % ITA 15 % ITA 15 % FRA 15 % BRA 14 % ITA 15 % ESP 16 % FRA 6 % JPN 12 % HKG 13 % SWE
Platform security, access to investments, and ease of use are the deciding factors when choosing a digital platform. With an array of digital platforms to choose from, investors are prioritising certain factors above others. Globally, security of the platform (30%), access to specific investments (29%) and ease of user experience (26%) are the three most important attributes of a digital platform for investors. But we do see differences by age – particularly between the under 30s and the over 50s. Older investors are far more likely to cite the ease of withdrawing funds, checking balance / performance over time and having a comprehensive view of all investments in one place as a key factor when choosing an online investment platform – reflecting their life stage needs. Those at or nearing retirement often require regular access to funds. They’ve accumulated longer performance histories worth monitoring, and typically hold diversified portfolios across multiple providers, making a unified view more important for effective oversight and management. 1. Digital platform adoption 1. Digital platform adoption Fig 5: Top-10 factors when choosing which online tools / platforms on which to invest (Global weighted data) * DECODING | Digital DECODING | Digital 10 11 31% 30% 24% 31% 25% 20% 21% 25% 23% 11% 28% 29% 26% 22% 18% 20% 19% 18% 16% 18% 30% 29% 26% 25% 24% 20% 20% 19% 18% 15% Average Age 21-30 Security of the platform Access to investments I want Ease of user experience Platform fees Ease of withdrawing funds Real-time market news / alerts Seeing exactly what I am investing in Checking my balance / performance over time Comprehensive view of all investments in one place Digital investment advice within the tool Age 51+ * Base size: 9,357 digital investors
30% I prefer to deal with a human when dealing with my finances 25% I don’t know which platform is trustworthy I lack confidence when using digital technology 17% Cost / fees 16% I don’t think my data is as secure when investing online 14% The security processes are confusing 12% I don’t understand how to use online tools 12% Lack of transparent rationale behind portfolio decisions 12% Lack of personalisation 10% Over-reliance on algorithms 10% Lack of trust and preference for personal interaction are the main barriers to greater digital platform adoption. For those who don’t use digital investment platforms, the primary factors holding them back are a preference for speaking to a person when dealing with their finances (30%) and not knowing which platform is trustworthy (25%). Among non-digital investors, the preference for dealing with a human is significantly higher in Europe (35%) than Asia (19%). Almost half of Danish analogue investors (49%) say they prefer human interaction. However, in Asia, more than one in four analogue investors (26%) cite lack of certainty over which platform is trustworthy. This may suggest that while a proliferation of platforms creates choice, investors may also feel doubt over the trustworthiness of the options available to them – giving platforms the opportunity to leverage their brand to develop trust and demonstrate reliability, using language that provides confidence to investors. 1. Digital platform adoption 1. Digital platform adoption DECODING | Digital DECODING | Digital 12 13 43 % IRL 47 % ZAF 49 % DEN 13 % SNG 12 % UAE 9 % HKG Fig 6: Reasons for not using digital platforms (Global weighted data) * * Base size: 1,558 analogue investors Top 3 Bottom 3
Digital Platform Portfolio Weight 2 14 DECODING | Digital 15 DECODING | Digital The portfolio split between digital and traditional channels reveals meaningful differences across markets. Markets with lower overall digital adoption – including France, Italy, Belgium and Spain – show investors concentrating a smaller share of their total portfolio through digital channels. This suggests digital platforms serve as a complementary tool rather than a primary investment vehicle in these regions. Conversely, in markets with higher adoption rates – including Finland, Brazil, Thailand and Denmark – the portfolio balance is tilting towards digital-first investing, with these platforms becoming the primary gateway for investment activity. Investors globally invest, on average, around half of their portfolio using digital platforms – showing that when investors take that step, they build a high level of trust in them. Fig 7: Average % of investor portfolios invested through digital vs. traditional channels (weighted global totals)* Digital Traditional TWN DEU SNG NED CHE DNK AUT KOR IRE ZAF HKG CHN BEL IND THA ITA UAE POL BRA GBR ESP MYS FIN SWE FRA JPN GLOBAL 73% 27% 69% 31% 62% 38% 60% 40% 59% 41% 56% 44% 56% 44% 56% 44% 55% 45% 55% 45% 54% 46% 54% 46% 52% 48% 52% 48% 52% 48% 50% 50% 49% 51% 46% 54% 46% 54% 46% 54% 45% 55% 44% 56% 44% 56% 43% 57% 40% 60% 36% 64% 52% 48% Digital Traditional TWN DEU SNG NED CHE DNK AUT KOR IRE ZAF HKG CHN BEL IND THA ITA UAE POL BRA GBR ESP MYS FIN SWE FRA JPN GLOBAL 73% 27% 69% 31% 62% 38% 60% 40% 59% 41% 56% 44% 56% 44% 56% 44% 55% 45% 55% 45% 54% 46% 54% 46% 52% 48% 52% 48% 52% 48% 50% 50% 49% 51% 46% 54% 46% 54% 46% 54% 45% 55% 44% 56% 44% 56% 43% 57% 40% 60% 36% 64% 52% 48% * Base size: total investors, n=13,249
Digital Traditional 21 - 30 31 - 40 41 - 50 51 - 60 61+ 0% 20% 30% 10% 40% 50% 60% 70% 80% 90% 100% 38% 62% 46% 54% 51% 49% 53% 47% 56% 45% The proportion of portfolios being held on digital platforms is higher among younger age groups – though still accounts for over a third of portfolios among the over-60s. While investor confidence drives the biggest variations in digital platform adoption, professional advice proves the strongest variable in portfolio allocation between digital and traditional channels. The data reveals a clear pattern: even among regularly advised investors and higher wealth segments, around half of all portfolio assets sit on digital platforms - demonstrating that digital channels have achieved deep penetration across all investor types – from mass market to high net worth. Professional advice and digital platforms are not competing forces but complementary ones, coexisting within the same portfolios and serving different investor needs. 2. Digital platform portfolio weight 2. Digital platform portfolio weight DECODING | Digital DECODING | Digital 16 17 Fig 8: % of investor portfolios invested through digital vs. traditional channels by age* Fig 9: % of investor portfolios invested through digital channels by investor group* By gender By investable assets By self-defined investment confidence By use of professional advice Beginner Somewhat knowledgeable Confident Expert 52% 54% 52% 47% Reguarly advised Occasionally advised Previously advised Never advised 61% 54% 48% 46% Retail Mass affluent Affluent HNWI 46% 50% 50% 52% Women Men 49% 52% * Base size: total investors, n=13,249 * Base size: total investors, n=13,249
Digital Information, Advice & Guidance 3 18 DECODING | Digital 19 DECODING | Digital There is significant market variation, with the proportion of investors accessing information, advice or guidance through digital channels highest in India, Malaysia and China. There are equally wide variations in the use of digital information, advice and guidance by age – almost universal among those aged 21-30 (91%) falling to half among those aged 61+ (49%). Globally, 75% of investors access information, advice or guidance through digital channels. Fig 10: Use of digital information, advice and guidance by market and age (weighted totals)* FIN 70% NED 81% BEL 59% GBR 74% IRL 77% FRA 51% SNG 87% HKG 76% JPN 52% KOR 77% CHN 88% THA 56% MYS 89% AUS 68% POL 81% TWN 77% IND 91% UAE 85% ZAF 88% ESP 68% DEU 74% CHE 72% ITA 68% BRA 92% SWE 60% DNK 69% 91 % Age 21-30 89 % Age 31-40 83 % Age 41-50 68 % Age 51-60 49 % Age 61+ * Base size: total investors, n=13,249 Defining digital information, advice & guidance • Digital advice via a bank, insurance company, investment broker, wealth manager or investment provider • Robo-adviser • Investment platform / app • AI assistant • Online 3rd party comparison tools • Expert opinion • Podcasts & video content • Social media • Private chats (e.g. WhatsApp / Discord) • Online blogs, forums & communities
3. Digital information, advice & guidance 3. Digital information, advice & guidance DECODING | Digital DECODING | Digital 20 21 * Base size: 10,198 advised investors * Base size: 10,198 advised investors Top 5 Bottom 5 75 % THA 73 % UAE 73 % CHN 71 % MYS 71 % KOR 33 % JPN 34 % FRA 40 % ITA 44 % ESP 48 % SWE Globally, 59% of investors accessing professional advice say they receive it through digital channels. Use of digital sources of professional advice is typically lower in European markets (52% vs. 66% in Asia), but lowest in Japan. Professional advice received through a bank is the only source which remains a predominantly in-person affair (51%) – and while 28% of advised investors cite digital advice via their bank, this is typically digital with some human interaction. Conversely, 37% of advised investors say they access advice digitally via their investment provider, higher than those engaging solely in person (29%) or over the phone / video (25%). Age plays a decisive role in channel preference. Younger investors are significantly more likely to access professional advice through digital means, with 73% of 21–30-year-olds using digital channels compared to just 31% of over-60s. For older investor segments, professional advice still predominantly means human contact. Elsewhere, wealth managers and insurance company advisers both show a roughly even three-way split between in-person, phone/video, and digital channels – creating an opportunity for these providers to engage with clients across a range of touchpoints that suit lifestyles and preferences. Fig. 11. % of all advised investors globally accessing professional advice or guidance digitally (advised investors only – global weighted totals)* Fig 12: Channel of professional advice delivery by source (advised investors only – global weighted totals) * AGE 73 % 21-30 71 % 31-40 65 % 41-50 50 % 51-60 31 % 61+ AGE AGE 31 % 26 % 22 % 13 % 32 % 37 % 27 % 20 % 11 % 28 % 51 % 28 % 20 % 10 % 28 % 37 % Investment provider In-person By phone / video Digital platform with human interaction Digital platform with no human interaction Any Digital Wealth manager Investment broker Insurance company Bank 26 % 21 % 11 % 29 % 37 % 15 % 26 % 25 % 29 % AGE 31 % 26 % 22 % 13 % 32 % 37 % 27 % 20 % 11 % 28 % 51 % 28 % 20 % 10 % 28 % 37 % Investment provider In-person By phone / video Digital platform with human interaction Digital platform with no human interaction Any Digital Wealth manager Investment broker Insurance company Bank 26 % 21 % 11 % 29 % 37 % 15 % 26 % 25 % 29 %
Key takeaway The adoption race is over; the allocation race has begun . Three-quarters of investors are on digital platforms, and around half of portfolio assets now flow through them – including among the advised and the wealthy. There remains one potential growth area for new client acquisition – beginners, held back by confidence – but the main opportunity now lies in deepening wallet share among those already onboard. This reframes what differentiation means. What sets providers apart is the ability to build investor conviction – through intuitive design, embedded guidance, and a seamless bridge to human advice at the moments it matters most . Advice and digital are not competing channels but a single, connected proposition, and the providers that integrate them will turn engagement into trust, trust into confidence, and confidence into a greater share of every portfolio. 22 DECODING | Digital 23 DECODING | Digital 3. Digital information, advice & guidance 3. Digital information, advice & guidance
About this research Methodology and Sample Construction The findings in this report are based on the views of 13,249 retail investors surveyed across 26 countries spanning 4 continents. At a global and market level our survey data is weighted to ensure it is representative of investor age and gender profiles in each market. The survey was conducted online, in local languages, in March 2026. As a market leader in savings and investments, we commissioned H/Advisors to design and deliver the market research for this report, analyse the research findings and contribute to the report. H/Advisors are a leading consultancy firm, servicing clients in the financial and professional services sector. They provide integrated public policy and communications consulting, global thought leadership programmes and independent market research. H/Advisors UK - Home Definitions (1) Financial Literacy - Scores (out of three) across the “big three” financial literacy questions, created by Dir. Annaaria Lusardi and Prof. Olivia S. Mitchell. Details of the specific questions can be found here (2) Wealth – Retail Investors (up to €60,000 investable assets) / Mass Affluent Investors (€60,000 - €300,000 investable assets) / Affluent Investors (€300,000 - €1,200,000 investable assets) / High Net-Worth Investors (more than €1,200,000 investable assets) (3) Household Income – Low (up to €48,000) / Medium (€48,001 - €96,000) / High (more than €96,000) 24 25 DECODING | Digital DECODING | Digital Market Sample Male Female 18-20 21-30 31-40 41-50 51-60 61+ Savers AUT 512 66% 34% 4% 14% 15% 14% 16% 37% - BEL 508 59% 41% 4% 16% 17% 18% 12% 33% 208 BRA 513 49% 50% 9% 28% 23% 16% 13% 11% - CHN 517 53% 47% 2% 10% 41% 23% 21% 3% - DNK 518 70% 30% 3% 12% 13% 12% 16% 43% 418 FIN 503 61% 39% 3% 14% 17% 16% 15% 34% - FRA 502 52% 48% 3% 13% 17% 18% 13% 36% 414 DEU 508 68% 32% 5% 18% 18% 17% 11% 32% 418 HKG 509 59% 41% 1% 4% 23% 25% 16% 32% 420 IND 509 65% 35% 5% 23% 28% 21% 13% 10% - IRL 518 65% 35% 6% 19% 19% 19% 12% 26% - ITA 509 65% 35% 3% 13% 16% 19% 13% 36% 416 JPN 505 78% 22% 1% 5% 9% 16% 23% 45% - KOR 505 68% 32% 0% 9% 21% 26% 30% 13% - MYS 509 58% 42% 2% 16% 24% 22% 17% 19% - NLD 519 68% 32% 4% 18% 21% 20% 11% 26% 205 POL 510 68% 32% 5% 21% 25% 18% 9% 23% - SNG 507 63% 37% 4% 14% 24% 23% 23% 12% 418 ZAF 506 46% 54% 10% 32% 25% 18% 11% 3% - ESP 507 64% 36% 3% 11% 16% 20% 14% 37% 416 SWE 509 53% 57% 2% 8% 14% 16% 18% 41% 412 CHE 508 70% 30% 3% 12% 17% 18% 17% 33% - TWN 502 61% 39% 2% 12% 17% 20% 18% 30% 420 THA 519 56% 43% 8% 27% 22% 21% 19% 3% - UAE 505 59% 41% 4% 15% 38% 25% 12% 6% - GBR 508 56% 43% 4% 15% 17% 16% 11% 36% 409
2026 Marketing Communication DECODING Investor Advice & Influences What’s Next? At Amundi, we are committed to providing valuable insight to our partners. Retail investing has been overhauled in the last decade, but as our research finds, there are clear and established retail investor habits, motivations, and desires globally. If you would like to find out more, or ask us a specific question about our global retail investor study, please reach out: Teresa Santos Client Insights Analyst teresa .santos@amundi.com Miriam Oucouc Global Head of Client Experience & ETF Marketing miriam.oucouc@amundi.com Bethany Morris Head of Client Insights & Innovation bethany.morris@amundi.com Ashleigh Cowie-Jackson Client Engagement Lead ashleigh.cowie-jackson@amundi.com Bertrand Fontaneau Client Insights Manager bertrand.fontaneau@amundi.com WWW.AMUNDI.COM DECODING | Digital
Amundi Asset Management SAS French “Société par Actions Simplifiée” with a capital of €1,143,615,555 Portfolio Management Company approved by the AMF under number GP 04000036 RCS PARIS 437 574 452 Registered office: 91-93, boulevard Pasteur, 75015 Paris - France Postal address: 91-93, boulevard Pasteur, 75015 Paris- France Tel: +33 (0)1 76 33 30 30 The information contained in this document is deemed accurate as at 1 June, 2026 (source: Amundi). IMPORTANT INFORMATION This document contains information which summarize the result and the findings of a survey conducted by Amundi Asset Management S.A.S. The views and the findings should not be relied upon as investment advice, security recommendation, or as an indication of trading for any Amundi product. This material is provided for illustrative purposes only and does not constitute an offer or solicitation to buy or sell any security, fund units or services. Whilst due care and attention has been taken during the preparation of this document, the Amundi group of companies cannot accept liability for any errors or omissions contained within and expressly disclaim any liability whether in contract or negligence to the addressee of this document or any third party. Investment involves risks, including market, political, liquidity and currency risks . The information contained herein is as at June 2026 except where otherwise stated.