'A surprising number of them said, “Yes.”': Study finds many customers would leave a business which stays loyal to US big tech services
- Many European consumers actively avoid American tech giants for privacy reasons
- Social media and cloud storage are priorities for consumers
- EU companies only have 15% of the European cloud market
Four in five European consumers say it matters whether or not businesses use European technology, confirming that digital sovereignty has now become a priority for the masses.
A study by Proton of 3,000 UK, France and Germany consumers shows that they’re beginning to view a company’s digital infrastructure as part of its brand and values, rather than a back-office decision that has no impact on customers.
As a result, nearly half (45%) said they would actively avoid companies that store customer data with US firms, with more concern over privacy and security than price or quality.
Digital sovereignty speaks volumes to consumers
This also aligns with European Commission ‘Eurobarometer’ data revealing that three-fifths (58%) of the bloc’s citizens would be...
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