Many European consumers are increasingly rejecting American technology companies over privacy concerns, according to a study by Proton surveying 3,000 individuals from the UK, France, and Germany. The findings indicate that nearly half (45%) of respondents would actively avoid companies that store customer data with US firms, prioritizing privacy and security over cost or quality.
The study highlights a shift in consumer perception, as three-fifths (58%) of EU citizens are open to switching to EU-based digital service providers, even if it means paying higher fees. Digital sovereignty has emerged as a priority, with four in five (83%) consumers expressing worry about society’s dependence on Big Tech and the dominance of a few large companies in the market.
Proton found that social media (48%), email (46%), messaging apps (40%), and cloud storage (38%) were the most concerning areas regarding data privacy. Two-thirds (65%) believe that European small businesses should utilize European tech providers instead of US ones to support digital sovereignty and investment retention.
Concerns about US surveillance laws, particularly the US CLOUD Act—which permits US law enforcement access to data held by American companies, including data stored in Europe—contribute to these privacy apprehensions. Financially, around three-quarters (74%) of publicly traded European companies rely on US technology providers, with Google and Microsoft controlling 84% of the global office productivity market.
Proton COO Raphael Auphan described dependence on US tech as a “commercial liability” and noted consumers are becoming increasingly aware of the digital supply chains involved. Finnish MEP Aura Sally emphasized the risk associated with this reliance, stating, “The US could turn us off inside one hour.”
Transitioning away from US hyperscalers presents challenges, as a complete shift could take years, allowing American firms to develop regional solutions to retain customers. Proton’s recent initiatives, including Gmail migration options, aim to ease this transition while addressing European consumers’ growing demands for privacy and data sovereignty.
