Brits are turning their backs on US Big Tech — and looking to Europe for privacy

• 74% of Brits are concerned about Europe's reliance on US apps and services
• 57% say they would switch to European alternatives when possible
• Privacy misconceptions persist, says Proton

With geopolitical tensions between the United States and Europe dominating the headlines, Brits are becoming increasingly wary of their dependence on Silicon Valley. According to research released today by Swiss privacy company Proton, trust in US-based tech giants is eroding, paving the way for a shift toward "digital sovereignty."

The survey of 1,000 UK respondents reveals that 76% have been following recent political and economic friction between the two regions. For 55% of those observers, the news cycle has directly increased their preference for European-made software over American counterparts.

This isn't just a theoretical worry. The data shows that 74% of Brits believe Europe is overly reliant on US apps, and an equal percentage are concerned by that fact. With data privacy often legally distinct between the US and the UK/EU, users are waking up to the reality that where their data lives matters just as much as what it contains.

Raphael Auphan, Chief Operating Officer at Proton, the provider behind one of the best VPN and secure email services, believes the study highlights "a tipping point."

He said: "Recent geopolitical developments are undermining trust in US-based platforms and reinforcing the perception that European solutions are necessary to ensure digital autonomy and data protection."

The "Privacy Paradox"

Despite this growing skepticism, the survey highlights a dangerous gap between user perception and technical reality.

While 92% of respondents cited "security against hacking" and 88% cited "privacy protections" as their top priorities when choosing an app, many remain unaware of how their current tools operate.

Strikingly, 57% of respondents incorrectly understand Gmail to be "very private" or "somewhat private." This mismatch is concerning, given that ad-supported platforms often rely on data scanning to function, whereas services like Proton Mail utilize end-to-end encryption to ensure even the service provider cannot access the content of communications.

If the appetite for change is high, why haven't more people jumped ship? The biggest hurdle is simply knowing where to go. The research found that 67% of respondents had not heard of European-based alternatives to common apps like email services and cloud storage.

Convenience also plays a major role. 40% of users admitted they are simply "too used to" their current services, while 24% feared that switching would take too much time.

However, the incentives to switch are becoming clearer. Respondents noted that stronger data protections (55%) and greater trust in data processing (52%) were the primary benefits driving them toward European tech.

Best European alternatives to US Tech

If you are part of the 57% looking to switch but don't know where to start, there is a robust ecosystem of privacy-first tools built in Europe.

The most direct competitor to the Google ecosystem is Proton itself. With Proton Mail, Proton Drive, and Proton VPN, you get Swiss-based security that is strictly no-logs and end-to-end encrypted. For those needing secure email with a focus on ease of use, Germany-based Tuta is another excellent encrypted option.

To escape Chrome's tracking, look at the Mullvad Browser. Developed in collaboration with the Tor Project by the Swedish VPN company, it is designed to minimize tracking and fingerprinting. The Icelandic Vivaldi browser also offers deep customization without the privacy-invasive practices of US tech giants.

Even artificial intelligence has European contenders. Proton recently launched a new AI chatbot focused on privacy, offering a secure alternative to ChatGPT.

For a broader look at what is available, the European Alternatives directory tracks compliant software across the continent.

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