European consumers may leave businesses using US tech providers

2026-06-24 · Source: Dataconomy · Field: Technology & Digital — Cybersecurity & Data Privacy, Cloud Computing & IT Infrastructure, Digital Sovereignty · Depth: Fundamental Awareness, quick

Summary

A study by Proton, surveying 3,000 individuals across the UK, France, and Germany, reveals that European consumers are increasingly rejecting American technology companies due to privacy concerns. Nearly half (45%) of respondents would actively avoid businesses storing customer data with US firms, prioritizing privacy and security over cost. The findings indicate three-fifths (58%) are open to switching to EU-based digital service providers, even at higher fees, driven by a desire for digital sovereignty. Four in five (83%) consumers worry about Big Tech dependence, with social media (48%), email (46%), messaging apps (40%), and cloud storage (38%) being top concerns. This sentiment is fueled by fears surrounding US surveillance laws like the US CLOUD Act, despite 74% of publicly traded European companies relying on US tech.

Key takeaway

For European businesses relying on US tech providers for data storage and services, your customer base is increasingly sensitive to data privacy concerns, with nearly half actively avoiding firms storing data with US companies. You should evaluate transitioning to EU-based digital service providers to mitigate commercial liability and align with growing digital sovereignty demands, despite potential transition challenges. Proactively addressing these concerns can retain customers and support long-term market positioning.

Key insights

European consumers increasingly prioritize data privacy and digital sovereignty, leading to a significant shift away from US technology providers.

Principles

• Digital sovereignty is a growing consumer priority.
• Reliance on US tech can be a commercial liability.

In practice

• Offer EU-based digital services to attract privacy-conscious consumers.
• Support migration tools for switching from US tech providers.

Topics

• European Consumers
• Data Privacy
• Digital Sovereignty
• US CLOUD Act
• US Tech Providers
• Cloud Storage

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Editorial summary, takeaway, and curation by AIssential. Original article published by Dataconomy.