What Happened
The ASX released its Australian Investor Study 2026 this week, drawing on a survey of roughly 4,500 people conducted in January and February. The study found a record 11.5 million Australian adults hold investments outside their superannuation and their main home, representing 54 per cent of the adult population.
An estimated 2.5 million Australians have joined the investor population since 2020. The survey also found almost 1 million more Australians are looking to start investing. Shares remained the most widely held asset class, followed by residential property, exchange-traded funds (ETFs), term deposits, and cryptocurrency.
Among the youngest cohort surveyed, aged 18 to 29, AI tools were the standout information source. The study found AI uptake was strongest among younger investors, used by 14 per cent of investors aged 18 to 29. That age group made up 21 per cent of all investors surveyed.
The bourse noted investors continued to draw on a range of sources: professional advisers, brokers, online investment platforms, family and friends, social media, podcasts, and other digital channels.
Why It Matters
The figures point to a structural shift in how Australians, particularly younger ones, access financial information. AI tools now sit alongside traditional sources such as licensed advisers and brokers for a meaningful share of the under-30 cohort. The ASX study does not assess the quality or regulatory status of AI-generated guidance, but the data confirms the practice is established rather than marginal.
The ETF numbers add context. Data from investment firm Betashares showed the Australian ETF industry experienced $7 billion in cash flowing in during September, after monthly inflows surpassed $7 billion for the first time in August. The ASX noted "Australian ETFs have just delivered a record $21 billion quarter, demonstrating that they are becoming a core building block in Australian portfolios."
Key Details
The typical Australian investor in 2026 is middle-aged and middle-income: the study found a median gross income of $110,000 and an average age of 46. Younger investors skew the AI-use figures upward, but the broader population still relies heavily on conventional sources.
On ETFs, the ASX said: "The rapid growth of ETFs, with ownership more than doubling since 2020, shows how innovation is opening new opportunities for investors." The exchange also cited younger participants directly, noting "What is particularly encouraging is the next generation of investors entering the market," adding that they "are using them to build the foundations of their portfolios, access opportunities around the world and create more diversified sources of growth and income."
Background and Context
The 2026 study follows a sustained period of retail investor growth in Australia that accelerated during the pandemic years. The ASX has tracked investor participation since at least 2020, when the current comparison baseline was set. ETF ownership has more than doubled across that period.
The ASX also flagged "the increasing role of digital assets and tokenisation, including in traditional parts of the financial system" as a theme in the current investor environment. On regulatory settings, the exchange stated its approach is based on the principle of "same activity, same risk, same regulatory outcome" to align Australia with the approach of comparable overseas jurisdictions.
What Comes Next
The ASX study does not project future participation rates. The survey data was collected in January and February 2026; market conditions since then may have affected sentiment. The role of AI in retail investment decisions is likely to attract further attention from Australian regulators, given the scale of uptake documented here.