Europeans willing to pay more for European technology
Study reveals 45% of consumers would avoid companies using US services due to privacy and sovereignty concerns
June 25, 2026 · 3 min read
TL;DR: A Proton study shows 83% of Europeans are concerned about dependence on US Big Tech. 45% would avoid companies using US services, and 58% would pay more for European alternatives. Digital sovereignty is now a consumer priority.
What happened?
A study commissioned by Proton, a Swiss digital services company focused on privacy, has revealed a profound shift in European consumers' perception of American technology. The survey, conducted among 3,000 people in the UK, France, and Germany, shows that 83% of Europeans are concerned about society's dependence on major US tech companies (Big Tech). Additionally, 45% of respondents said they would actively avoid companies that store customer data with US companies, prioritizing privacy and security over price or quality.
The report also cites data from the European Commission's Eurobarometer, indicating that 58% of EU citizens would be willing to switch to an EU-based digital service provider, even if it meant paying a higher fee.
Why is it important?
This study marks a turning point in the relationship between consumers and technology. Traditionally, a company's decision to use cloud services from AWS, Microsoft Azure, or Google Cloud was considered a technical matter, neutral to the customer. However, European consumers now see a company's digital infrastructure as part of its brand and values. Digital sovereignty has become a priority for the masses, driven by geopolitical tensions between the US and Europe, the US CLOUD Act —which allows US authorities to access data stored by US tech companies even if it's in European data centers— and the fear that data could be used to train AI models that benefit US giants.
The dominance of US companies is overwhelming: Google and Microsoft control 84% of the global office productivity market; Amazon, Microsoft, and Google together hold 66% of the cloud market. In contrast, European providers hold only 15% of the European cloud market, according to the Proton report.
What consequences will it have?
This shift in attitude could accelerate the adoption of European alternatives in critical sectors such as cloud storage, email, and social media. Consumers consider communication services (48%), email (46%), messaging apps (40%), and cloud storage (38%) to be the most exposed. Two-thirds of respondents (65%) believe that small and medium-sized European enterprises should prioritize European tech providers over US ones, not only to support local businesses but for reasons of sovereignty and reducing foreign dependence.
For European companies, this poses a reputational risk if they continue using US technology without considering alternatives. The 45% of consumers who would avoid companies for this reason represents a potential loss of customers. Additionally, European tech companies have a historic opportunity to gain market share by offering services that guarantee privacy and sovereignty.
What should readers know?
The Proton study is a clear sign that digital sovereignty has ceased to be an abstract concept and has become a purchasing decision factor. European consumers are increasingly informed about the implications of the CLOUD Act and mass surveillance, and are willing to vote with their wallets. For companies, ignoring this trend can be costly. For users, viable European alternatives exist in email (Proton Mail), cloud storage (pCloud, Tresorit), browsers (Vivaldi), and social media (Mastodon), although they have not yet reached the scale of their US competitors.
The full Proton report details that dependence on US hyperscalers can no longer be considered a neutral decision. Digital sovereignty has become an imperative for both consumers and businesses.