YouGov survey finds that UK and EU consumers trust local routers over competitors from China and Russia

A new YouGov study commissioned by FRITZ! highlights that British and European consumers place significantly more trust in routers manufactured within Europe compared to those from other regions. More than half of respondents expressed little or no confidence in routers made in Russia or China.

The survey was conducted throughout August with over 5000 participants across the UK, Austria, Switzerland, the Netherlands and Italy. The survey found that only 10% distrust European router makers. By contrast, 48% said they distrust Chinese brands and 55% expressed the same about Russian manufacturers.

In addition to features such as Wi-Fi coverage and speed, consumers in the UK and Europe place great importance on aspects like security, reliability, or price, performance, and service. FRITZ!Box routers achieved the highest Net Promoter Score (NPS) across all countries surveyed, indicating strong likelihood of recommendation among users. The results suggest that European-made routers are not only preferred for performance but are increasingly seen as critical to protecting sensitive data. If you want to see what we thought of one of the latest Fritz!Box routers, you can find our review of the 5690 Pro HERE.

How Europe can control its digital infrastructure will be one of the main topics at the European Summit on Digital Sovereignty 2025. Speaking on this topic, Fritz! CEO, Jan Oetjen said: “An increasing amount of sensitive data – from online banking to tax returns – is transmitted via our home network. Compromised routers therefore pose an immense threat, as they can be misused as weapons for cyberattacks and malicious traffic is hardly distinguishable from legitimate traffic. Similar to the decisions made in the 5G sector, we must ensure that our routers are secure and remain in European hands to protect our digital freedom.”

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