Over 40% of users in America choose free VPN services, risking their privacy and security, according to a new survey by NordVPN.
Younger people — particularly Gen Z — are “the most willing to take free deals” on virtual private network (VPN) services, NordVPN said on Monday. The survey also revealed a rise in the number of people in the U.S. paying for VPN services.
“A free VPN is often a privacy illusion. Operating a vast network of servers requires hundreds, or even thousands, of employees and a significant amount of money. Like any other company, VPN providers must make theirs profitable to continue operating,” Marijus Briedis, chief technology officer at NordVPN, said.
“One of the main ways free VPNs make money is by selling your personal data to brokers,” he added. “Then advertisers buy this data to learn more about user shopping habits and make their campaigns more effective. So, a free VPN most of the time has nothing to do with privacy and usually has poor security.”
NordVPN’s survey spanned from January to October 2023 and encompassed 20 countries with over 54,000 respondents, spotlighting security and privacy habits across different generations in America.
Increase in Paid VPN Users in America
NordVPN’s survey shows that the appeal of free VPN usage is particularly high among Generation Z (people born between 1997 and 2012). Nearly half (49%) of the Gen Z respondents in the survey opt for free VPN services, overlooking the potential threats to their privacy and cybersecurity.
However, “the number of paid VPN users in the United States is significantly growing,” NordVPN said.
“Digital privacy and security awareness [come] with maturity. Americans between 25 and 44 years old care the most about their digital security and have the best VPN usage habits,” Briedis explained.
“Sadly, younger people, who are considered to be the most digitally active, are also among the most exposed to cyber threats. As a matter of fact, their privacy skills are similar to baby boomers,” he added.
The preference for free services is concerning as some free VPNs sell users’ data for profit, compromising their privacy and security.
An investigation published in Nov. 2023 revealed that many VPN providers fail to live up to their promises to protect users and engage in questionable marketing practices.
NordVPN’s survey also showed a noticeable shift in the general concern for privacy and cybersecurity. Since 2022, fewer people are using VPNs to protect their online data and activities, with usage dropping from 44% to 40%.
However, more people now believe that VPNs are important for securing their devices and online accounts, with this view increasing from 31% to 38%.
This shift is more evident among older generations, suggesting that younger users, including Generation Z, are increasingly indifferent to their privacy and cybersecurity risks. Americans aged between 25 and 44 show the highest concern for digital security.
The United States Leads in VPN Awareness
On a broader scale, VPN awareness and usage in the United States significantly surpasses the average, positioning it as a leader among the 20 countries studied.
With 68% of Americans aware of what a VPN is and 31% actively using one, the U.S. showcases a growing awareness and need for such services, marking an increase in usage since 2022.
This trend contrasts with the global average, where VPN awareness stands at nearly 64% and usage is about 29% among the countries surveyed.
Regions like Hong Kong, Singapore, Malaysia, and the U.S. were notably high in their preference for free VPN services. In comparison, neighboring countries Canada and Mexico report lower VPN usage rates, at 29% and 28%, respectively.
However, a smaller fraction of Canadian users opt for free services, highlighting a distinct approach to VPN usage across North American borders.
Why a Premium VPN Service Is Safer and More Private Choice
While free VPN services might be alluring, the drawbacks and risks associated with them highlight the importance of choosing a paid VPN service. Even more importantly, choose a vetted and trustworthy VPN service.
The drawbacks of unverified free VPNs are:
- Privacy illusion: Free VPNs often sell user data to third parties to generate revenue. This practice contradicts the primary purpose of using a VPN to protect your privacy.
- Limited security: Operating a vast network of servers is costly. Free VPNs, lacking the resources of their paid counterparts, may cut corners on security, leaving users vulnerable to cyber threats.
- Data caps and slow speeds: Many free VPNs impose data limits and throttle bandwidth, severely hampering internet speed and user experience.
We routinely test VPN services and rank them based on their performance. Currently, NordVPN is our top VPN service for 2024. This VPN is lauded by experts for its outstanding performance and robust security features. Here’s NordVPN, or a similar premium service, is a wiser, safer choice:
- Comprehensive security: NordVPN provides military-grade encryption, ensuring your data remains secure from prying eyes. Advanced features like Double VPN and Threat Protection offer an additional layer of security.
- No data logging: Some VPNs, like NordVPN, adhere to strict no-logs policies, guaranteeing that your online activities aren’t monitored, recorded, or exposed.
- Unlimited bandwidth: NordVPN offers uninterrupted streaming, browsing, and downloading without a data cap or throttled speeds.
- Global server network: With thousands of servers worldwide, premium VPNs like NordVPN offer a vast selection of IP addresses, facilitating easier access to geo-restricted content while maintaining high-speed connections.
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Mirza Silajdzic
Senior News Journalist
Over the past three years, Mirza has distinguished himself as an expert tech journalist at VPNOverview. Backed by a degree in Global Communications, his meticulous writing encompasses the evolving realms of generative AI and quantum computing, while also illuminating vital facets of malware, scams, and cybersecurity awareness. His articles have found acclaim on prestigious platforms, ranging from cybersecurity portals like Heimdal Security to broader channels such as the official EU portal. Furthermore, he is constantly engaging with other experts in cybersecurity and privacy, enriching his detailed research.
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