Just 55% of People Actually Know What VPNs Do [Survey]

When we use the internet, we tend to leave a lot of ourselves online. But more than ever, consumers are using tools like virtual private networks (VPNs) to try to stay anonymous while browsing, and to reduce the risk of bad actors accessing their data.

Since VPNs are one of the most common tools for implementing basic cybersecurity measures, our team at All About Cookies wanted to find out how much internet users know about VPNs, how common adoption is, and what they use them for. We surveyed 1,000 U.S. adults on their familiarity with how VPNs work, how often they use them, what the most common uses are, and more.

Key findings

• Limited VPN knowledge: Just 55% of internet users said they know what VPNs are used for. 15% of internet users had never even heard of a VPN.
• The most common uses for VPNs are:
  • Increased security while using public Wi-Fi
  • General internet safety
  • Keeping personal data and browsing information away from corporations and advertisers
• Over one in 10 internet users have used a VPN to access the dark web.
• VPNs are highly trusted — only 16% doubt their anonymity while using VPNs.

How familiar are you with VPNs?

While the concept of virtual private networks has become more and more common in recent years, do most people actually know what they do?

It turns out the answer is yes, but just barely. Though 85% of internet users say they’ve heard of VPNs before, only 55% said they were familiar with what they actually do. That leaves 15% of people who have never even heard of VPNs in the first place.

Among those who have heard of virtual private networks before, certain features are more well-known than others. Asked which common VPN features they were familiar with, respondents selected IP address masking (84%), ad blocking (77%), and tracker blocking (76%) as the three most common uses.

How many people actively use VPNs?

While the majority of people have heard of VPNs and know what they do, does that mean most people are actively using them?

As it turns out the answer is close, but not quite. Among those who have heard of VPNs before, 37% currently use them, while a little less than one third (32%) have used a VPN in the past but no longer do. That means that just 31% have never actually tried using one before, though that number was smaller among millennial (25%) and Gen Z (21%) respondents and significantly higher among baby boomers (47%).

Among active VPN users, more than half (57%) indicated that they use a free service as their primary VPN. While VPNs have many advantages, there are also disadvantages to using a VPN. Some disadvantages are exclusive to, or amplified by, using a free VPN. Notably, free VPNs can come with extra security risks, including malware. And some free VPN services actually log and sell user data, rendering one of the key features of using a VPN moot.

How often do people use VPNs?

Considering how many people use VPNs, the question becomes how often are they using them?

60% of active users say they use their VPN on a daily basis, while an additional 31% say they use it a few times a week. That means that over 90% of people who utilize VPNs when browsing the internet use them every week.

We also found that more than three-quarters of VPN users (77%) use their VPN at home. For those who use them elsewhere, 41% said they use a VPN at work, 38% use one when browsing on public Wi-Fi, and one-third said they use their VPN while traveling.

What do people use VPNs for?

So what are people using their virtual private networks for?

One of the top uses for VPNs was safety, both in general and on public Wi-Fi specifically. 63% of respondents say they have used a VPN for each of those reasons.

More than half of people said they have used a VPN to keep their personal data away from corporations and advertisers (58%), or to maintain anonymity on certain websites (51%).

A smaller, but still significant, portion of users have used their VPNs for more taboo purposes. More than a quarter have used a VPN to get around local blackouts or access unauthorized sports streams online, while around one in five have used a VPN to gamble online (19%) or access the dark web (17%).

How confident are VPN users that they are anonymous online?

Regardless of why someone uses a VPN, it’s clear that anonymity and data privacy are key motivators for many VPN users. So just how confident are they in that regard?

The majority of VPN users (56%) say they are mostly or completely confident that they are remaining anonymous when using a VPN, with an additional 28% taking a neutral position. That means just 16% of VPN users actively doubt the efficacy of their VPN to maintain their privacy and anonymity online.

Advice from the experts

Internet safety should be a top priority living in the digital age since compromised personal information can have invasive consequences. Since cybersecurity and general internet safety is a high priority, All About Cookies reached out to academic professionals to gain expert-level insights on which devices to prioritize using a VPN with, and any potential risks associated with VPN providers.

Is there ever a case for opting into a free VPN even though paid services are more secure? What are the potential risks?

Which devices (e.g., a smartphone, laptop, tablet) should you prioritize equipping with a VPN?

How safe are internet browsers that come pre-equipped with VPN features?

^{Some responses may have been slightly edited for clarity and brevity.}

More tips for getting the most out of your VPN

Safe and secure access while browsing the web should be something everyone has access to. While looking to get set up with a VPN, consider the following:

• Learn the basics. Become familiar with what a VPN is. This will help you decide if a VPN would be useful for your daily browsing.
• Get yourself properly set up. Knowing how to set up a VPN on your devices helps ensure everything runs properly and you get all the benefits of secure browsing.
• Use a trusted provider. Read our NordVPN review to get more insight on one of the most trusted VPN providers.

Methodology

All About Cookies surveyed 1,000 U.S. adults ages 18 or older using a survey platform in October 2023. Results were stratified across age and gender to create a nationally representative sample.