A new survey reveals that jewellery is the most popular form of gold investment in the UK, even as interest in exchange-traded funds (ETFs) continues to grow.
Conducted by The Gold Bullion Company, the survey explored how familiar people are with gold investment options and the types of gold assets they prefer. The company questioned 2,000 UK residents about their investment habits and preferences.
The results show that 48.3% of respondents have never invested in gold, highlighting a significant gap between general awareness and actual investment activity.
Among those who do invest, gold jewellery topped the list, with 20.1% choosing it as their preferred form of gold ownership. The enduring appeal of physical jewellery remains strong, especially as it blends aesthetic and financial value.
Gold ETFs came in second, with 17.5% of respondents investing in them. The rising popularity of ETFs suggests that more investors are seeking exposure to gold without the need to store physical bullion. These digital assets offer flexibility, liquidity, and lower entry barriers—making them attractive for modern, tech-savvy investors.
Gold coins were the third most common form of investment, with 13.4% of people saying they have purchased them in the past.
The findings underscore a growing interest in accessible and diversified ways to invest in gold, with traditional forms like jewellery still holding strong, while digital gold options like ETFs continue to expand their foothold in the UK investment landscape.
