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Breaking Down VPN Usage Around the World

The Why Axis Global VPN Usage

Internet users turn to virtual private network (VPN) apps for all sorts of different reasons. Many want access to entertainment content or websites blocked or in their home countries. Others want added privacy and security while browsing the web. VPN usage varies significantly around the globe, but some regions are seeing significantly higher adoption rates than others.

The Why Axis BugAccording to data from audience analytics platform GlobalWebIndex, 25 percent of internet users have used a VPN in the past month. Regionally, however, usage is markedly higher in Asia Pacific and Latin American countries than in Europe and North America.

In Asia Pacific countries, 30 percent of internet users and 35 percent of users ages 16 to 34 use VPNs. The top 10 VPN markets in the world include Indonesia and India at 38 percent, China at 31 percent, Malaysia at 29 percent, and both Vietnam and the Philippines at 25 percent.


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The only non–Asia Pacific countries in the top 10 are Middle Eastern countries (Saudi Arabia at 29 percent and the United Arab Emirates at 25 percent), and Brazil with 26 percent of users using VPNs. Overall, 23 percent of Latin American users and 25 percent of users ages 16 to 34 use VPNs. By comparison, Europe and North American VPN use is only at 17 percent (21 percent of users ages 16 to 34) on each continent.

The two main reasons that users worldwide are turning to VPNs are access to entertainment content and anonymous browsing. For every Asian country except Japan, accessing unavailable streaming content is the primary driver. Overall, 55 percent of Asia Pacific users said entertainment content is their top motivator, compared with 29 percent who said anonymous browsing.

In North America, on the other hand, 37 percent of users pointed to anonymous browsing and internet privacy as their main motivator for using VPNs, compared to 29 percent of users accessing entertainment content. There’s a reason a lot more Americans started using VPNs after the FCC’s repeal of Net Neutrality rules.

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