From curious to confident

New research from iShares and YouGov explores what is helping – or holding back – more Australians from investing in ETFs

Explore the full report
woman reading
woman reading

Source: iShares ETF Insights Report, August 2026. Based on a nationally representative online survey of 3,133 Australian adults (18+), conducted by YouGov between 10–23 March 2026.

Australia’s ETF moment is building

ETF interest is growing, with 32% of Australian adults saying they intend to invest in ETFs in the next 12 months, compared with 16% who currently own them. But for many, ETFs are still unfamiliar — 55% report low ETF knowledge.

The findings show Australians are curious about ETFs, but many are still working out what they are, how they work and where they might fit within their investment journey.

Understanding the basics can help make the next step feel simpler.
16
of Australian adults currently own ETFs
32
intend to invest in ETFs in the next 12 months
55
have low ETF knowledge, including 26% who have never heard of ETFs

What is holding investors back?

Top barriers among current and next-wave ETF investors

Interest in ETFs does not necessarily translate into confidence about investing in them.

For Australians planning to invest in ETFs over the next 12 months, concern about market losses is the leading barrier at 39%, followed by difficulty choosing ETFs at 36%. These concerns remain once people begin investing: among current ETF investors, market losses and difficulty choosing ETFs are tied as the leading barriers at 41% each, while one-third say they do not understand ETFs.

This points to a broader confidence gap, where clearer product comparisons, greater transparency around costs and practical guidance could help make the path from interest to action feel simpler.

Choice remains hard — even after people start investing.

Why Australians invest in ETFs


Australians are using ETFs in different ways — from building diversified portfolios to investing smaller amounts regularly and taking a first step into markets.

From first steps to portfolio building, ETFs can play a role across the investment journey.

45
invest in ETFs for diversification
31
value investing small amounts regularly
35
see ETFs as a good way to get started investing

Income investing is becoming part of the journey — not just the destination.


Australians use ETFs for different goals - from building wealth to generating income. More than one in three ETF investors already use income ETFs, while Australians in their 30s and 40s are increasingly looking at investing as a way to generate income while they are still working.

18
of Australians are investing to generate an income outside work
44
of Australian investors want to invest in an income ETF in the next 12 months
36
of Australian ETF investors currently hold an income ETF

Source: iShares ETF Insights Report, August 2026
ETF report cover page

Read the full iShares ETF Insights Report

Download the report to access full insights into ETF knowledge, investing intentions and barriers and emerging opportunities.

Download the report