Which online services were used the most in 2025? From Netflix to E-government. Here's how digital balances are divided in the country
Online activities and services are now an inseparable part of our daily lives, used in different ways, sometimes less and sometimes more. Balkan Barometer 2025 has published data on the use of these services for Albania and the countries of the region.
According to the survey, the most used online service in Albania is shopping. The data shows that 40% of Albanians shop online, which represents almost half of the population. Meanwhile, Montenegro turns out to be the country with the highest percentage of use of this service in the region.
On the other hand, a very widespread service is online banking, which is used by 26% of Albanians, marking the lowest level of use in the Western Balkans. However, the panorama changes in other sectors. Regarding e-government services, Albania ranks first in the region in terms of level of use, with 29% of citizens using these services. This high level is mainly related to the necessity of access to online public services.
Online entertainment activities also show significant usage rates. Platforms such as Netflix and video-streaming services are used by 21% of respondents, bringing Albania closer to the Balkan average. This trend is mainly related to the growing interest in cinematography and digital content, especially among young people.
Meanwhile, Artificial Intelligence, including ChatGPT and other AI-based tools, is used by 27% of citizens, a level very close to the regional average. According to the data, Montenegro and Kosovo hold the highest percentages of Artificial Intelligence usage in the region.
Overall, the Balkan Barometer 2025 data shows that the use of online services in Albania is growing and is extending to more and more sectors. While some services still remain below the regional average, advances in e-government and the adoption of new technologies such as Artificial Intelligence testify to a gradual but sustainable digital transformation of Albanian society.
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