Tefficient’s 47th 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.
FWA usage high
Data-only subscriptions – while still accounting for a relatively small share of the market – continue to drive average usage levels. Latvia leads with 236 GB per month, followed by Sweden at 164 GB. In the pure FWA segment, Australia topped the chart with 436 GB per month, followed by Sweden with 374 GB and Ireland with 332 GB.
5G’s proportion of traffic grew, but not always near equilibrium
In contrast to data-only subscriptions, the impact of 5G on overall traffic remains limited, except in South Korea, China, Austria, and Lithuania.
Revenue per GB declines at a steady rate
Mobile service revenue per gigabyte continued to decline overall, at a rate consistent with previous analyses. Portugal recorded the steepest drop at 31%. However, inflation-hit Turkey again saw a sharp increase in revenue per gigabyte.
ARPU growth softens further
Despite growth in data usage across all markets, only about half of the markets analysed recorded ARPU growth, an as weak outcome as in the previous edition of this analysis.
Download the analysis: More data used – only half of markets grew ARPU
An error affecting Germany’s revenue position for 2025 was corrected 9 June