More phones and social networks than inhabitants! In parallel, the audience for Facebook ads also increased
At the end of 2025, there were about 3.4 million mobile connections in Albania, a figure that at first glance seems very high compared to the country's population. In fact, this phenomenon is not unusual, as a large proportion of users own more than one phone number and the end-of-year period has a high number of visitors and tourists. Often, the same person uses one connection for personal communications and another for work, while the development of eSIM technology in recent years has made this practice even simpler and more widespread.
On the other hand, the quality of connections seems to be improving significantly. GSMA Intelligence data shows that around 88.5% of mobile connections in Albania can now be considered “broadband”, meaning they operate over 3G, 4G or 5G networks. This indicates an advancement in infrastructure and greater access to faster and more modern communication services.
However, it is important to note that not all of these broadband connections necessarily use mobile internet. In many cases, users have packages that only include voice calls and SMS, meaning that this percentage does not directly represent the real level of mobile internet usage in Albania.
Meanwhile, another important indicator of digital developments in the country comes from social networks. The latest data shows that the number of users that marketers can reach through Facebook ads in Albania has increased by about 100 thousand, or 8.3%, in the three-month period from July to October 2025 alone. This growth clearly shows that businesses are increasingly turning to online platforms to reach their customers.
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