Tefficient’s 47^th public analysis of mobile data trends and drivers compares data from 40 countries where M2M/IoT can be excluded from the total bases. Mobile data usage grew year-on-year in all markets, but Hong Kong’s usage was flat.

Latvia new leader

In the absence of 2025 data from Saudi Arabia, Latvia emerges as the usage leader.

Growth rates stabilised

After the sharp slowdown between 2023 and 2024, usage growth rates have largely stabilised. A narrow majority of the markets recorded faster growth in 2025 than in 2024. Among the countries analysed, Portugal posted the highest annual increase at 37%. No market experienced a decline in usage, although growth in Hong Kong was close to zero.

Tefficient’s 46th public analysis of mobile data trends and drivers compares data from 40 countries where M2M/IoT can be excluded from the total bases. Mobile data usage grew year-on-year in most markets, but Turkey and Qatar recorded declines.

Saudi Arabia remains the usage leader and Latvia the runner-up, although statistics for both countries aren’t available for the first half of 2025.

Growth deceleration decelerated

After the sharp slowdown from 2023 to 2024, usage growth rates have largely stabilised. However, more than half of the countries had slower growth in the first half of 2025 compared with the same period in 2024. Among the countries reported, Portugal posted the highest annual increase at 32%.

Tefficient’s 44^th public analysis of mobile data trends and drivers compares data from 40 countries, where M2M/IoT can be excluded from the total bases. Mobile data usage grew year-on-year in every country, with Saudi Arabia maintaining its position as the usage leader and Latvia emerging as the new runner-up.

Growth decelerated again – also in GB terms

However, growth rates have decelerated. Greece recorded the highest annual increase at 38%, while Croatia posted the lowest at just 2%. Even in absolute terms [incremental GB per subscription], most countries experienced slower growth in 2024 than in 2023. Overall, the demand for additional mobile data is weaker than ever – although FWA is included in most figures.

Tefficient’s 43^rd public analysis of mobile data trends and drivers compares data from 39 countries, where M2M/IoT can be excluded from the total bases. Mobile data usage grew in every country year-on-year, with Saudi Arabia remaining the usage leader.

Growth rates decelerated

However, growth rates have decelerated – Greece saw the highest increase at 55%, while Croatia and Finland posted just 5%.

Tefficient’s 41st public analysis of mobile data development and drivers compares 39 countries worldwide, where M2M/IoT can be excluded from the total bases. Mobile data usage grew in 38 of these, with Bahrain as the only exception.

Finland no longer leads in usage

For the first time since 2013, Finland doesn’t lead in usage. Saudi Arabia is the new world leader with more than 45 GB per average subscription in 2023.