[2026 Survey] The biggest wall for beginner investors is 'I don't know what to buy' at 57.1%, YouTube becomes mainstream for investment learning

Finance Media Co., Ltd. (Location: Tokyo, URL: https://finance-media.co.jp/) conducted a "Survey on the Actual Conditions of Beginner Investors 2026" in March 2026, targeting 310 men and women aged 18 and older residing in Japan. While interest in investing is growing, the barriers of "not knowing what to buy" and "fear of loss" remain significant, and it has become clear that YouTube has become the mainstream channel for investment learning.

▪︎ Survey Overview Survey Name: Survey on the Actual Conditions of Asset Management by Japanese People 2026 Survey Period: March 2026 Target Audience: Residents of Japan aged 18 and older Valid Responses: 310 men and women Survey Method: Internet questionnaire Survey Subject: Finance Media Co., Ltd. Survey Results Detailed URL: https://finance-media.co.jp/beginner-investor-survey/

● Summary of Survey Results 1. 75.5% are currently investing. Including past experiences, 87.7% have investment experience. The new NISA is boosting entry. 2. The top choice for investment debut is "Investment Trusts/NISA" at 57.1%. Greatly exceeding stock investment in second place (28.7%). 3. The biggest barrier is "I don't know what to buy" (57.1%). Followed by "Fear of loss" (51.9%) and "Technical terms are difficult" (36.5%). 4. The mainstream for investment learning is YouTube (56.8%). Surpassing web media, SNS, and books, video learning has become the standard. 5. The top reason for starting to invest is "Anxiety about old age" (53.2%). The second is "Wanted side job income" (49.0%). Preparing for the future is the main motivation.

Result 1 Trigger for starting investment: "Anxiety about old age" (53.2%) and "Side job income" (49.0%) are the two main motivations.