Nearly 4 out of 5 people in the UK care about their privacy.
Big Tech doesn’t.

Most people want to defend their privacy, but Big Tech won’t let them.
Most people believe it’s unethical for Big Tech to profit off their personal information.
Over two-thirds of people don’t understand how online services use their data.
Virtually no one can completely protect themselves from Big Tech.
Executive summary:
Understanding the privacy paradox
Companies like Google have built a surveillance dragnet unprecedented in human history. They can see everything you do online, monitor everywhere you go, and read every conversation you have.
If Big Tech sent actual spies into our homes, we would never stand for such an intrusion into our lives. But for some reason we put up with it online.
This discrepancy is known as the privacy paradox. What explains it?
As privacy advocates, we have come to suspect most people are simply unaware of what happens to their data online. And tech companies that profit from this data are incentivized to keep it that way, obfuscating what data they collect, how much they keep, and what they do with it.
Like good scientists, we decided to test our hypothesis. Working with the UK research firm YouGov, we asked people what they think about their online privacy and security.
As you can see below, this research largely confirmed our hypothesis. The average person has little understanding or control over what happens to their data. This is unacceptable given how central the internet is to our daily lives.
It’s time for change.
Andy Yen
CEO, Proton

Over three-quarters of people in the UK (77%) are concerned about their privacy online
Methodology:
Total sample size was 2083 adults. Fieldwork was undertaken between 1st - 2nd March 2023. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
Email is your passport to the internet

Spread the Word
Hacking victims are more concerned about privacy

Our privacy arsenal is no match for Big Tech
How do you protect your privacy online?

Limiting my digital footprint online

Using multi-factor authentication

Not accepting marketing cookies

Using an ad blocker

Browsing in incognito mode

Using a password manager

Using a VPN

Don’t do anything to protect privacy

Using a privacy-focused search engine

Paying for services that protect their privacy

Prefer not to say
Spread the Word

No single action can completely protect your online privacy
Two views on privacy:
Gen Z vs. parents


Big Tech keeps us in the dark
Spread the Word
It’s time for change
It’s time for change. The only solution is to abandon surveillance-based platforms and start afresh with a new business model for the internet that puts people first.
What you can do to fight Big Tech surveillance and protect your data
1. Use strong passwords and 2FA wherever possible
Your password is your first line of defense. Password managers can help you generate and store passwords so you don’t have to remember them or write them down. Two-factor authentication is also crucial. When enabled, even if someone steals your password, they will still need another piece of information to log in to your account.
2. Keep your browsing private and limit what you share online
Using privacy-focused browsers and a VPN can help keep your web traffic safe and mask your true location. Additionally, limiting self-exposure of personal data is key to protecting your privacy, especially since hackers can use these clues for social engineering. Photos you share on social media can even be used to create deepfakes.
3. Keep your communications private
There are many ways companies and hackers can access your private conversations. End-to-end encrypted services, on the other hand, ensure no one can read your communications — not even the service provider themselves.
4. Make sure your device is secure
A compromised smartphone — whether lost or stolen — can compromise your online accounts. Even someone looking over your shoulder can gather information that would give them access to your accounts. Always set a password or biometric authentication on your device.
5. Be vigilant
Phishing attacks attempt to steal account credentials or infect your device with malware by tricking you into clicking a link or downloading an attachment. Be vigilant and never click unknown links or download anything you don’t trust. And make sure your software is up to date.
See our findings
For press inquiries contact media@proton.me or view our Press Kit.