What kind of Americans own stocks – and how do they handle volatility?

The stock market has been under pressure in recent weeks. The S&P 500 and NASDAQ Composite have both fallen for four consecutive weeks, despite inflation reports suggesting a slowdown in price increases. Ongoing tariff disputes and concerns about economic growth have made investors jittery. Meanwhile, gold has reached record highs, reinforcing its status as a safe-haven asset. With the Federal Reserve set to make its latest policy announcement, the market’s next moves remain uncertain. But who in the US actually invests in stocks – and how do they handle economic turbulence?

According to YouGov Financial Services CategoryView, one in five Americans own stocks (21%). Adults aged 30 and above are more likely to own stocks than younger individuals, with 22% of those aged 30-44, 22% of those 45-64, and 23% of those 65+ invested in the market, compared to just 15% of those aged 18-29.

Men (28%) are twice as likely as women (14%) to invest in stocks, and income levels play a major role. While nearly half (47%) of higher-income Americans own stocks, that number drops to just 10% among lower-income earners. Education also makes a difference: only 5% of those who didn’t graduate high school own stocks, compared to 43% of those with postgraduate degrees.

For stock investors, risk perception and tolerance shape their responses to market fluctuations. Half (49%) consider stocks risky, slightly higher than the 45% of the general population who share this view. Despite this, most investors remain steady in their strategies.

When markets fluctuate, 41% of stock investors maintain their investments, while 19% make careful adjustments. Seeking professional advice is another approach, with 16% turning to financial experts. Very few act impulsively – only 3% report making rash decisions, and just 2% say they liquidate assets to reduce risk.

Risk tolerance plays a significant role in these behaviors. Stock investors tend to be more comfortable with risk than the public – 17% describe their risk tolerance as high, compared to 12% of all adults. A majority (61%) maintain a moderate risk tolerance (vs. 42% general population), while 22% take a more cautious approach (vs. 46% general population).

With stock markets still under pressure, American investors are watching closely – but the data suggests they aren’t panicking. For many, market turbulence is just part of the investment landscape, and rather than making rash decisions, they are likely to stay the course or make measured adjustments. Whether that strategy pays off remains to be seen, but for now, stock investors appear to be keeping their nerve.

Methodology: YouGov Financial Services CategoryView collects data on brands & consumers across the US every month. The data is based on the interviews of more than 42000 American adults aged 18+ between March 2024 and February 2025.