Today, gold is typically purchased as an investment among investors who wish to diversify their portfolio outside of traditional stocks and shares, and in doing so, reduce their risk. Gold remains a popular investment among a diverse range of investors over a long period of time, and gold has consistently held its value against other asset classes. Many investors view gold as a safe haven during times of economic uncertainty and market volatility. Gold is also used for industrial applications such as electronic devices, and the demand for gold is expected to continue to rise due to the growth in emerging markets.