New York has emerged as one of the most privacy-conscious states in the country, ranking second nationwide in online privacy awareness, according to a new study analyzing search behavior for digital security tools.
Research by Local Digital found that New York residents conduct an average of 3,634 monthly searches per 100,000 people for privacy tools such as VPNs, ad blockers, and private browsers. The figure is approximately 55 percent above the national average, highlighting strong interest in protecting personal data online.
Washington ranked first with 3,781 searches per 100,000 residents, while California placed third. Analysts noted that coastal states with large technology sectors and stricter privacy regulations dominated the rankings.
The study examined Google search volumes across all 50 states to determine which regions show the greatest concern for online privacy. On average, Americans conduct 2,346 privacy-related searches per 100,000 residents each month.
Among New Yorkers, NordVPN was the most-searched privacy tool, with more than 159,000 monthly searches in the state alone. Surfshark and ExpressVPN ranked second and third, respectively, among the most popular tools locally.
Researchers said the high search volumes reflect growing awareness of cybersecurity risks, including identity theft, online tracking, and data breaches. They also emphasized that privacy tools are most effective when combined with strong password practices, recommending passwords of 16 to 20 characters that include letters, numbers, and symbols.
States in the Pacific Northwest and Northeast dominated the top rankings, with Oregon and Florida also placing in the top five. By contrast, southern states showed the lowest interest in privacy tools, with Mississippi ranking last at just 1,270 searches per 100,000 residents.
Louisiana and Arkansas also ranked near the bottom, underscoring a regional divide in digital privacy awareness. Researchers suggested that urbanization and technology adoption may play a role, as states with large metropolitan populations tended to show higher engagement with privacy tools.
Michael Costin, founder of Local Digital, said the findings have implications beyond personal cybersecurity, particularly for businesses and advertisers.
“These numbers reveal significant regional differences in how Americans approach online privacy,” Costin said. “In states where privacy tools are widely used, marketers may need alternative strategies because traditional targeted advertising becomes less effective.”
The report suggests that as data breaches and online threats continue to rise, interest in privacy protection tools will likely grow nationwide. For New York, the second-place ranking signals a population increasingly focused on safeguarding digital identities amid expanding cyber risks.
