A revealing new survey shows that approximately one in six South African adults are actively saving with the specific aim of entering the stock market, indicating a marked shift in financial attitudes and aspirations.
A survey of 2,000 South African adults, commissioned by Exness and conducted through OnePoll, found that 35 per cent of respondents intend to begin investing in stocks, shares or other financial instruments in the foreseeable future.
The study highlights a widespread sense of confidence among potential investors: 74 per cent of respondents are confident in their ability to make wise investment decisions. Only 6 per cent reported feeling “not confident at all.”
Yet, caution remains: 11 per cent said they would not venture into investing until they had saved at least R50,000. More than half (54 per cent) of those surveyed have previously invested in stocks or other financial instruments.
Meanwhile, 25 per cent of respondents expressed interest but indicated that they feel under-informed or lack the knowledge needed to get started. The data reveals notable disparities by age and gender. Men are over twice as likely as women to be saving for future stock market entry (20 per cent versus 9 per cent).
Age also plays a significant role. While 48 per cent of South Africans aged 18–24 have not yet invested, they are more likely than older age groups to plan to do so in the future. In contrast, only 34 per cent of those aged 35–44 intend to enter the market.
Confidence is similarly higher among younger adults: 81 per cent of those under 24 feel confident in their investment decisions, compared with 64 per cent of individuals aged 45–54.
Regarding sources of investment advice, 39 per cent trust financial advisers most, followed by 16 per cent who rely on banking or trading apps. Social media and YouTube rank very low in credibility, only 4 per cent trust YouTube, and 3 per cent trust social media feeds.
To prepare, 71 per cent of investors have used simulation tools or demo trading platforms before committing real money and a resounding 87 per cent found that approach helpful.
Survey respondents view long-term growth (56 per cent) and financial independence (54 per cent) as key benefits of investing. However, fears remain strong, with 58 per cent worried about scams or fraud and 44 per cent anxious about making the wrong decision.
Among those who have purchased stocks, 34 per cent regretted at least one sale highlighting the emotional and psychological stakes of investing. An Exness spokesperson noted: “We’re seeing more and more people setting money aside not just for a rainy day but with a clear goal of investing it in the stock market. There’s been a real shift in how people approach their finances, with many now actively planning for long-term growth rather than just short-term spending.”
They added that investing now symbolizes a form of financial independence: “It’s no longer something ‘other people’ do, it’s something they can do too, provided they plan ahead. That planning often starts with simple, consistent saving habits that grow over time into something far more empowering.”
South Africans are demonstrating a growing appetite for market participation, driven by evolving attitudes toward long-term planning and self-reliance. Yet, information gaps, gender and age divides, and fears around trust serve as important barriers.
This trend underscores an increased appetite for financial literacy tools, trustworthy advisory services, and safe simulation platforms especially among younger cohorts. It also signals that policy makers, financial platforms, and educators have a vital role to play in closing the confidence and knowledge gaps that still exist, ensuring that this newfound financial momentum is inclusive, informed, and sustainable.
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