39 percent of Germany’s 94 percent awareness figure implies that more than 36 percent of online Germans are taking greater pains to protect their security. Various statistics put German Internet penetration at at least 70 percent (CIA data implies a greater than 80 percent rate, but, again, let’s be conservative). Germany has around 81 million citizens.
So, in a single country, the Snowden effect is that at least 20 million people are trying to be safer and more private online.
I wouldn’t call that small. In fact, that’s pretty damn impressive.