VPN Use and Data Privacy Stats for 2024

Intro

In an increasingly digital world, where our deepest personal interests and finances are stored on devices, protecting online privacy is more critical than ever. Yet, studies suggest that many internet users still fail to follow best practices. The top two most commonly used passwords are “password” and “123456”. This highlights the need for increased awareness of data protection best practices, including the use of VPNs — a security tool that can help.

It's essential to stay up-to-date with the latest trends in data privacy and protection, yet many people lack the necessary knowledge. That's why we've compiled a range of informative statistics analyzing VPNs and data privacy. From government surveillance to cybercrime and the dark web, these statistics will help you better understand this critical topic and the available tools to keep your data safe.

Section 1: VPN Use 2024

A VPN encrypts the user’s internet connection and reroutes it through another server to provide private and secure internet access. VPNs are especially crucial in regions like Russia and China, where access to politically disfavored websites is restricted.

In this section, we'll explore the latest VPN usage statistics, as well as how VPNs are used to protect online privacy and provide security. For more digital statistics, check out our article on the latest internet trends of 2023.

1. Overall VPN Use in 2022 vs 2021

Despite a 2% decline in VPN use in 2022 compared to the previous year (attributed to a decrease in remote work), VPNs remain an indispensable tool for many individuals who want to safeguard their data online.

In 2022, Russians used VPNs to access information about the Ukrainian war, Chinese used VPNs to bypass the Great Information Firewall, and Iranians used VPNs to avoid government censorship.

As online security and privacy continue to be a priority for both businesses and individuals, the demand for VPNs is expected to remain strong in the coming years. Estimates show the VPN market is expected to reach $91 billion by 2026.

2. Countries with the Highest VPN Adoption Rate

In 2022, VPN downloads globally amounted to 353 million, with the UAE, Qatar, and Singapore having the highest adoption rates. Notably, five out of the top 10 countries with the highest VPN adoption rates in 2022 were from the Middle East. Meanwhile, Nigeria, Thailand, and Japan had the lowest adoption rates.

Between 2020 and 2022, Russia saw a significant 581% increase in VPN adoption, likely due to the ongoing war with Ukraine. Additionally, the United Kingdom and the United States continued to have a moderate adoption rate, ranking at number 10 and 12, respectively.

3. Top Reasons for VPN Use

More than half of all VPN users cite general security and privacy as the primary motivations behind using a VPN. 31% say they use a VPN to log on to secure corporate networks — a drastic decrease from 41% the previous year. Additionally, 24% of users rely on VPNs for protection on public Wi-Fi, down from 34% in 2021.

The shift in reasons for VPN use reflects changes in remote work and organizational structures. Despite this, VPNs remain popular for geo-restricted content access, IP address masking, and torrent downloads.

4. Why Do People Avoid VPNs?

According to the latest data, over 40% of people have reservations about using VPNs, citing concerns related to their cost, complexity, and speed. Meanwhile, 20% don’t fully understand the benefits of VPNs.

Most people who don’t use VPNs believe they simply don’t need one. However, recent data breaches, surveillance scandals, and censorship incidents have shown that anyone can benefit from a VPN, especially when using public Wi-Fi or traveling abroad.

60% of non-VPN users are open to subscribing to a VPN service within the next year, indicating that there is potential for increased awareness and usage of VPNs through educational and marketing efforts.

5. Do People Use VPNs While Travelling?

47% of respondents use VPNs when traveling abroad for tourism, and 36% use a VPN when traveling for business. People are especially likely to use a VPN when traveling to Asia-Pacific or other regions with strict internet regulations.

6. Who Uses a VPN?

A 2023 report provides insights into the typical characteristics of VPN users, including their sex, income, age, and level of education. The report highlights that the most common characteristics of VPN users are males with a bachelor’s or advanced degree, aged between 45-60, earning between $25,000 and $49,999 per year.

7. What Devices Do People Access VPNs On?

The majority of users connect to their VPNs on their mobile devices rather than PCs or laptops. This is likely due to the fact that people spend more time on their phones — over 60% of all web traffic came from mobile devices in 2022. Another possible reason is that mobile devices are more frequently used on public Wi-Fi networks, where people often connect to VPNs to protect their personal data.

8. Are People Aware of VPNs?

In 2022, 88% of Americans knew that VPNs create a secure, private online connection by encrypting your data and shielding your online activity from hackers, trackers, and censors — a 16% increase from 2020. Although people are becoming increasingly aware of the benefits of VPNs, data from Security.org shows that usage rates for VPN services have remained steady.

9. Are People Using Free or Paid VPNs?

The majority of personal VPN users are using a free service. The average internet user is more likely to use free VPNs because they are integrated with other technologies. These include Firefox’s Mozilla VPN, Chrome extensions, and Google’s free VPN with cloud storage subscriptions — which is now even preinstalled on some phones.

However, more than 60% of those who use free personal VPNs have encountered at least one issue with their connection. Paid VPNs are known to provide better encryption, faster speeds, and stronger privacy protections, though are less cost-effective for the general user.

10. What Is the VPN Market Worth?

The global VPN market grew by almost 76% from 2019 to 2022, reaching a total value of $44.6 billion, according to a report from Global Industry Analysis. This trend is expected to continue, with the market size projected to reach $77.1 billion by 2026.

The United States currently accounts for around 35% of the global VPN market — the largest share of any nation — at an estimated value of $16.5 billion in 2022. China, the world’s second-largest economy, is forecasted to reach a market size of $11.2 billion by 2026. Other notable markets, such as Japan, Germany, and Canada, are each expected to grow at 12%, 12.1%, and 12.8% respectively over the same period.

Factors driving the growth of the VPN market include the increasing need for connecting multiple networks or offices, rising cloud migration, and growing concerns about cyberattacks.

11. Accessing the Dark Web

Did you know that there's a whole world of the internet that you can't find on search engines?

What most people think of as the web — the part they surf on — only makes up about 5% of all internet content. The deep web, which includes non-indexed webpages like your personal accounts and emails, makes up around 90%. But there's an even deeper layer, called the dark web, which makes up the remaining 5%.

The dark web includes webpages that are intentionally hidden and can only be accessed through special software like the TOR browser, which receives over 2 million users a day. Although it’s often associated with illegal activities, the dark web is also used as a means of uncensored communication in countries with high levels of government surveillance.

12. Reasons People Use the Dark Web

People access the dark web for a variety of reasons, including anonymity, privacy, bypassing geo-restrictions, and accessing censored information.

Connecting to the dark web using TOR hides users' IP addresses and encrypts their online activity, making it difficult for anyone to track their behavior. This enables people to access content that is restricted in their location.

The dark web provides anonymity, allowing users to share information without fear of being identified. It also provides users with an alternative way to access censored information that is blocked by governments without fear of retribution.

For some users, the privacy and anonymity provided by the dark web is something to be exploited. Among law enforcement, the dark web is known as a hub for illegal activities such as buying and selling drugs, weapons, and stolen information.

13. Reasons People Avoid the Dark Web

One of the main reasons people cite for avoiding the dark web is that they lack the knowledge to access it. This is understandable: accessing the dark web requires special software and technical know-how. Others avoid the dark web because they don’t see a need for it, believe it’s illegal, or are concerned about its reliability.

Unlike the “regular” internet, the dark web lacks built-in security provisions, leaving users vulnerable to malicious activities. Browsing the dark web without a robust cybersecurity setup can expose devices to malware such as ransomware, trojan horses, and viruses.

Furthermore, engaging in illicit activities on the dark web may lead to financial scams and put users at risk of legal prosecution.

Section 2: Data Privacy

Companies collect vast amounts of our personal data, ranging from our browsing habits to our otherwise private data. This information is often used to improve an app’s functionality or to personalize ads, but it can also be mishandled, sold to third parties without our consent, or even stolen by cybercriminals.

Do people fully understand the risks associated with sharing personal information online? Are companies doing enough to secure our data from cyberattacks and data breaches?

In this section, we will delve into the latest statistics on data privacy and explore some recent legislation that can help protect our data.

14. How Do People Feel About Online Privacy?

In a survey of 1000 daily internet users by marketing firm Tinuiti, over half believed that online privacy is a myth, and only 20% felt they had control over their online data. These beliefs have led to worries about constant surveillance, with 38% of respondents worried that their mobile phones are listening to their conversations — this percentage increases to 50% among Gen Z.

The report also showed that only 29% of respondents were happy with personalized advertising. And only 24% agree with the trade-off of targeted advertising — where they receive a more relevant online experience in exchange for access to their data.

15. Does Big Tech Have Too Much Control over Personal Data?

According to a recent study of 16,000 adults, 66% of respondents believe that tech companies have too much control over users’ personal data. This sentiment is most prevalent in the UK and Spain, where 75% of individuals feel that tech companies have too much control. In contrast, only 54% of respondents from Sweden share this sentiment, while 9% of them disagree.

The research from YouGov also highlights privacy concerns related to emerging tech. In the US, 59% of consumers worry about companies using data from wearables like smartwatches to gain insights into their lifestyle, while 43% express concerns about 5G and data privacy.

16. Which Countries Have Internet Freedom?

Only 18% of people globally have unrestricted internet access, as per Freedom House's internet freedom scores. Accessibility barriers and content limitations, such as government censorship and website blocking, are used to score internet freedom.

Over time, 26 countries have improved their scores by holding tech companies accountable for user privacy and freedom of speech. But overall, global internet freedom scores declined for the 12th consecutive year in 2022, as governments continued to limit online speech to control public opinion. For example, the Russian government has shut down independent media outlets to prevent criticism of their geopolitical actions.

China has had the lowest internet freedom ranking for 8 consecutive years due to strict government control of the internet and censorship of content the state deems inappropriate. Additionally, the government promotes pro-Chinese Communist Party content, limiting information diversity.

17. Data Protection and Privacy Legislation Worldwide

Data protection and privacy legislation play a crucial role in safeguarding privacy rights and promoting trust in the digital economy. According to the latest data, 71% of countries have enacted data protection and privacy laws, while 15% have none, leaving their citizens potentially vulnerable to data misuse.

Europe has the highest legislation adoption rate at 98%, largely due to the implementation of the General Data Protection Regulation (GDPR), which has been in effect since May 2018 and provides robust privacy protections for EU citizens. This is followed by the Americas at 74%, Africa at 61%, and Asia-Pacific at 57%.

Although significant progress has been made globally, only 48% of the least developed countries have adequate legal protections for personal data.

18. Regulating Technology Companies

The rapid growth of the tech industry has given a small number of platforms, such as Facebook and Twitter, remarkable power to observe and influence the behavior of billions of people. As a result, laws governing technology companies are becoming increasingly common to ensure data privacy and prevent any abuse of power.

In 2021 alone, at least 48 countries pursued legal or administrative action aimed at regulating tech companies, according to Freedom House. This trend is expected to continue. The United Nations predicts that 75% of the global population will have laws protecting their data by 2024.

However, the drive for regulation also raises concerns that some governments will use their power over tech companies to abuse human rights instead of protecting them. To prevent state-led censorship, surveillance, and repression, Freedom House suggests that laws need to align with international human rights principles.

19. Can Governments Access Your Data?

Governments are increasingly relying on access to user data from companies like Google for criminal investigations, surveillance, and censorship. While some people view this as necessary for tracking down criminals and preventing terrorist attacks, others see it as an invasion of privacy. Governments’ almost-unchecked access to our personal information raises concerns that they’ll overstep the boundaries and laws they set for the private sector.

In the United States, companies often have a legal obligation to comply with valid government requests for data, and rarely turn them down. These requests can take the form of court orders to supply evidence (subpoenas), search warrants, and other methods. Whether you agree with the reason for your data being accessed — and at what point that access becomes intrusive — is a separate issue.

US abortion investigations, for example, show how technology can allow governments sweeping access to our innermost secrets in a way that’s not been seen before. Currently, as many as 14 US states have near-total bans on abortion, and many more have bans ranging from 6- to 15 weeks.

Having an abortion in these states for any reason could trigger an investigation that allows law enforcement to dig through a person’s highly sensitive sexual and reproductive health data. Many critics feel that this level of access to data violates US citizens’ constitutional right to privacy.

20. Who’s Responsible for Protecting Your Privacy?

In a global survey of 2600 adults, 51% of respondents believed the national or local government should be responsible for protecting personal data. A further 21% think private companies should be responsible, and 19% believe individuals themselves should take on this role.

Protecting your data can be challenging due to the lack of transparency and control over how it's used. However, individuals, governments, and companies all have a role to play in reducing the likelihood of data misuse or exposure.

Governments oversee companies and enforce regulations, while companies can establish transparent data policies and practices. Individuals can take responsibility for their privacy by being mindful of the information they share and taking steps to secure their personal data.

21. Do People Trust Governments with Their Data?

Overall trust in the government has seen a steady decline over the past 50 years, according to the Tony Blair Institute. In the United States, fewer than one-third of adults trust the government to handle their data. The situation is even worse for big tech companies, with just 14% of respondents expressing trust in online retailers, and only 11% trusting online search engines and social media platforms.

Despite low levels of trust, the research found that people are more willing to trust governments with their data for health or security reasons. 58% of people agree to data collection for a COVID-19 passport and a further 39% said they trust hospitals with their data.

22. Do People Understand Data Collection and Privacy?

The Pew Research Center found that 74% of Americans consider it "very important" to have control over their personal information, but only 9% feel confident in their knowledge of how companies use their data.

Long and complicated user agreements, privacy policies, and terms of service often contribute to this lack of understanding. According to a Deloitte survey of 2,000 consumers in the U.S., 91% of people agree to terms and conditions without reading them.

A study from Security.org reveals that only 16 out of over 1,000 respondents caught a hidden clause in a consent form. 98% of people agreed to let researchers name their firstborn child — even those who claimed to read agreements thoroughly. The lack of transparency in privacy documentation is concerning, as it leaves individuals vulnerable to privacy violations.

23. Confusion Leads to Challenges of Complying with Online Privacy Laws

IT professionals face several data privacy challenges, with the top three being a lack of employee understanding surrounding data privacy policies, a lack of funding for new technologies, and a lack of processes to teach employees proper data handling techniques. These challenges can increase the likelihood of privacy and security mishaps, potentially leading to financial and reputational damage for the company.

Additionally, organizations may struggle to deploy resources effectively to solve data privacy problems, leading to non-compliance with rules and legal or financial implications for the business.

24. Awareness of the GDPR in Europe

The GDPR is a regulation that went into effect in May 2018 to enhance privacy protection for individuals within the European Union (EU). It requires organizations to secure personal data and sets rules for how they should collect, use, and share it. Organizations that violate the GDPR risk paying hefty fines.

Since its implementation, GDPR awareness has more than doubled across Europe, according to a report by the Global Data Marketing Alliance. Although there are some variations across countries — with 73% of respondents from the UK stating they are aware of the regulations, compared to only 47% in France.

25. The Growing Cost of Data Privacy Violations

The GDPR is challenging to adhere to because it requires organizations to take a comprehensive and proactive approach to data protection, which can be difficult and expensive to implement. However, compliance is essential for protecting privacy rights and avoiding costly fines.

As of April 2023, a total of €2.8 billion (US $3.1 billion) of fines have been given out since the implementation of the GDPR in 2018. According to EQS, the violations with the highest total sum of fines are non-compliance with data processing rules (€1.6 billion/$1.7 billion), not having a legal basis for data processing (€430 million/$477 million), and not having adequate security measures (€375 million/$416 million).

Amazon and Meta are among the companies to receive some of the largest GDPR fines to date. In 2021, Amazon was fined €746 million($820 million) for non-compliance with general data processing principles, while in 2022 Meta received a €687 million ($755 million) fine for various violations including improper use of user information and breaches of children's privacy.

26. Do People Trust Social Media?

Not all big tech companies are perceived in the same negative light. Businesses that sell goods or services directly to consumers (such as Amazon and Apple) are generally more trusted than social media companies.

According to data from the Washington Post, published in December 2021, 72% of internet users don’t place much trust in Facebook to handle their personal information, and 56% believe Facebook has a negative influence on society. Many are wary of social media companies because they provide their services for free in return for collecting data, which is then sold to advertisers.

Targeted ads, which are often the goal of data collection, are largely disliked. 82% of consumers consider them annoying and a further 66% believe they’re unhelpful.

27. How Did COVID-19 Affect Government Trust?

The COVID-19 pandemic shed light on a concerning lack of trust in the government, with many citizens feeling that vital information about the virus was being withheld. Despite this, people seem to recognize the importance of data collection. When it comes to health and security services, people are more likely to trust the government to provide digital services, such as vaccine passports, according to the Tony Blair Institute.

In terms of personal data collection, just 32% of citizens trust their government in general. But 58% support the government's use of personal data for a COVID-19 passport. Trust levels do vary across countries, though. In Poland, only 14% of citizens trust their government with data collection, while in Sweden, the percentage jumps up to 55%.

Section 3: Cybercrime

Cybercrime is any criminal activity carried out using the internet or digital technologies. In this section, we will examine the latest statistics and trends related to various types of cybercrime and data breaches, as well as the victims affected by them.

28. Data Breaches in the United States

In 2022, there were 1,802 reported cases of data compromises in the United States.

These compromises involved data breaches (unauthorized access to confidential information), data leaks (the unintentional disclosure or loss of data), and data exposures (the public availability of private information), all of which can be further understood by consulting our data leak glossary.

These incidents — the result of cyberattacks, improper data handling, and other security or privacy issues — affected over 422 million people in 2022. The finance, healthcare, and manufacturing industries were among the most targeted.

29. Types of Cybercrime

The FBI's Internet Crime Complaint Center (IC3) provides a direct channel for Americans to report cybercrimes to the FBI. According to its most recent report, the IC3 received 800,944 complaints in 2022, which resulted in losses exceeding $10.2 billion.

Phishing schemes were the top crime type with 300,497 complaints, while investment schemes caused the most significant losses, exceeding $3.3 billion for the first time, a 127% increase from 2021. The second-largest losses were from business email compromise (BEC) complaints, with a total of over $2.7 billion.

Illegal call centers operating Tech/Customer Support and Government impersonation scams caused over $1 billion in losses, with almost half of the victims over 60 and experiencing 69% of the losses.

30. Cybercrime Victims by Age

2022 saw a shift in cybercrime victim demographics.

In a stark departure from past trends, the 30 to 39 age group saw the highest increase in cybercrime victims in 2022, rising by almost 7% from 88,400 victims in 2021 to 94,000. This age group was particularly affected by crypto-investment scams, as reported by the FBI.

Seniors over 60, who had historically been the most vulnerable to cybercrime, experienced a 4% decrease in victims in 2022, with a total of 88,300 victims, putting them in second place.

Individuals under 20 years old are the least susceptible to cybercrime. However, this group saw the second-highest yearly increase in cybercrime victims in 2022, growing by almost 6% from 14,900 in 2021 to 15,800.

31. Cybercrime Around the World

According to a 2022 report by The Harris Poll, over 415 million adults experienced cybercrime in 2021. Of the 10 countries surveyed, respondents in India (65%), Brazil (58%), and the United States (45%) were most likely to say they’d been victimized.

Overall, 54% of consumers have experienced cybercrime in their lifetime, and 37% fell victim in 2021. Malicious software, hacked social media accounts, and hacked email accounts were the top 3 most common cybercrimes reported by victims.

32. How Worried Are People About Cybercrime?

People worry about cybercrimes more often than physical crimes. 75% of Americans express significant concern about hackers stealing their personal and financial data. Similarly, 73% are concerned about becoming a victim of identity theft.

In contrast, 47% worry about their cars being stolen or broken into, while 45% fear home burglaries in their absence.

33. Cybercrime and the Number of Household Devices

An estimated 63.4 million households in the US used smart home devices in 2023, which is nearly half of all households. These smart devices include various gadgets that connect to the internet and transfer data, such as thermostats, lighting, speakers, locks, and security cameras.

Despite their rise in popularity, these devices have also brought about significant cybersecurity risks and privacy concerns that could open up millions of people to cybercrime.

Smart devices, unlike phones and computers, often have vulnerable software and weak authentication controls. They weren’t designed with security as a priority, even though they collect vast amounts of data about users (sometimes without their knowledge). A recent study shows that 80% of smart home devices are vulnerable to hacker attacks that could result in deactivated security systems or stolen personal data.

34. Cybercrime Against Small Businesses

Small businesses are increasingly vulnerable to cyberattacks due to limited resources and an increasing reliance on connectivity. According to an AdvisorSmith survey, 41.8% of small businesses were victims of cyberattacks in 2021, with phishing attacks being the most common (23.7%). Nearly 70% of small business owners were concerned about being attacked within the next 12 months, with younger owners being 1.8 times more likely to be concerned.

The majority (72%) of small business owners had prepared for the threat of a cyberattack through measures such as strong password policies and multi-factor authentication. However, half of small businesses still lacked cyber insurance, leaving them vulnerable to potential losses. Increased awareness and proactive measures are necessary to safeguard against cybercrime.

35. Cyber Attacks on Businesses

A variety of cybercrimes pose a threat to businesses. The most common are ransomware and data theft, where criminals use malicious software to lock a business’s system in exchange for ransom.

Supply chain attacks are becoming increasingly prevalent. Recent data shows that up to 40% of cyber threats occur through a business’s supply chain. In this type of attack, hackers target vulnerabilities in a supplier's system to gain access to a business’s network.

Cybercriminals use other tactics to exploit vulnerabilities in a business's security defenses, as well. DDoS (Distributed Denial of Service) attacks can flood a system with traffic, rendering it inaccessible to users. Cyber espionage involves stealing sensitive information for strategic or competitive gain. Malware attacks can be used to steal data, gain unauthorized access to a business's network, or damage its systems.

36. Cybercrime in Gaming

Hackers have found gamers’ profiles to be an attractive target due to the rise of online gaming during the pandemic. These profiles often contain valuable personal data, including credit card details and in-game purchases, making them lucrative for cybercriminals to sell on the dark web.

However, a survey by NortonLifeLock found that gamers often underestimate their risk of being hacked. 35% of global gamers report that they’ve had their gaming accounts hacked in the past.

If their gaming account was hacked, the study found that gamers would be most concerned about losing their account (85%), digital currency (85%), digital items (83%), progress made in the game (80%), and character (76%). Despite these risks, almost half of all gamers share their personal information when signing up for gaming accounts, and 65% trust gaming companies to protect their data.

The Bottom Line

These statistics on VPN use and data privacy demonstrate the growing importance of protecting personal information online. As cybercrime continues to evolve, VPNs offer an effective solution for individuals and businesses to protect their confidential data and help ensure online security. Staying informed about the latest trends in VPN use and data privacy is the first step toward protecting our online presence and minimizing the risks of cyber threats.