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A Virtual Private Network (VPN) helps to mitigate security and privacy risksof data transmitting on unsecured network such as public Wi-Fi. However,despite awareness of public Wi-Fi risks becoming increasingly common, the useof VPN when using public Wi-Fi is low. To increase adoption, understandingfactors driving user decision to adopt a VPN app is an important first step.This study is the first to achieve this objective using discrete choiceexperiments (DCEs) to elicit individual preferences of specific attributes of aVPN app. The experiments were run in the United Kingdom (UK) and Japan (JP). Wefirst interviewed participants (15 UK, 17 JP) to identify common attributes ofa VPN app which they considered important. The results were used to design andrun a DCE in each country. Participants (149 UK, 94 JP) were shown a series oftwo hypothetical VPN apps, varying in features, and were asked to choose onewhich they preferred. Customer review rating, followed by price of a VPN app,significantly affected the decision to choose which VPN app to download andinstall. A change from a rating of 3 to 4-5 stars increased the probability ofchoosing an app by 33% in the UK and 14% in Japan. Unsurprisingly, price was adeterrent. Recommendations by friends, source of product reviews, and thepresence of in-app ads also played a role but to a lesser extent. To actuallyuse a VPN app, participants considered Internet speed, connection stability,battery level on mobile devices, and the presence of in-app ads as key drivers.Participants in the UK and in Japan prioritized these attributes differently,suggesting possible influences from cultural differences.

Attributes affecting user decision to adopt a Virtual Private Network (VPN) app