As we count down the last days of vacation, and the results of the tourist season are widely commented on in public, data on mobile internet traffic reveals interesting trends from year to year.
Namely, August 4 2025 brought records, so through the mobile network of Crnogorski Telekom it was recorded highest daily traffic so far, even 20% higher than last year's summer record.
The growth trend is also clearly visible in a longer time sample: from the beginning of June to August 26, mobile internet traffic increased by 21% compared to the same period in 2024. years.
The data from individual locations, or base stations (August 4), is also interesting. Certain positions in Brudva hold the record for the highest traffic in the country. As expected, base stations in coastal cities are at the forefront, while the top 20 in terms of flow intensity also include locations in Žabljak, Rožaje, and Plav.
"Record summer traffic clearly shows how digital habits are changing. This is a challenge for operators, but Crnogorski Telekom, thanks to continuous investments in infrastructure, is successfully responding to these trends. Our mobile network is the widest, most stable and fastest in the country – as confirmed by relevant analyses. Over the past three years alone, we have invested more than 17 million euros in the modernization of our mobile and fixed network, not counting the additional costs of spectrum lease. This has given Montenegro a strong infrastructure base that can reliably withstand seasonal spikes and is the foundation for the next level of digital transformation.", he said Predrag Stanišić, Director of the Technical Sector, commenting on summer trends.
Summer – the period when we are most online?
If measured by the intensity of traffic in mobile Internet networks, the answer is – yes. During the summer months, mobile networks across Europe experience record traffic, and Montenegro is no exception.
Global trends
According to GSMA (Global System for Mobile Communications Association - January 2025), the past decade has been marked by explosive growth in mobile traffic. The main reasons are the increasing use of smartphones and bandwidth-hungry applications - from streaming to video calls. In the period from 2019 to 2024 alone, the average amount of data transferred per mobile connection in Europe increased more than fourfold, from 3,8 GB to 15,3 GB per month. This trend is expected to continue in the years ahead.
Where is Montenegro?
Crnogorski Telekom's data shows a similar picture – Total mobile network traffic today is almost six times higher than it was seven years ago. To keep up with these market demands, constant and multi-million dollar investments in network infrastructure are needed, especially in the season when pressure on the network reaches its peak.
"In just a few months, we have increased the number of Telekom's 5G sites from 230 to 290, further enhancing the performance of our mobile network and achieving 5G coverage of 95% of the population, while the availability of 4G signals is at a high level of 98%. With these investments, we are reaching – and in some segments even exceeding – the level of coverage of developed European markets, significantly exceeding the global average.", he adds Stanisic.
Why in the summer?
In the EU, a seasonal pattern is clearly visible: mobile data consumption is significantly higher during summer than in winter. Following the abolition of roaming charges, mobile internet usage while traveling has increased manifold – in some cases up to fivefold. Typical tourist destinations see record mobile traffic in July and August, when millions of people travel.
According to Booking's research Travel Predictions 2024/2025, more than 60% of tourists actively share content on social networks while on vacationPew Research shows da more than 70% of them choose Instagram for publishing memories, with Generation Z leading the way. On an average trip, hundreds of photos and videos are often taken, and phones become the primary "keepers" of memories.
Experiencing destinations through a camera?
A phenomenon that psychologists call "life through a phone camera" is increasingly present. Everyday digital habits are spilling over into travel – and the end result is that the experience of a destination is often shaped through the screen, while emotional connection and authentic impressions remain in the background.
Numerous studies have addressed this trend. Thus, the study “Exploring the selfie and distracted gaze of the tourist experience through the lens of online photo-sharing” (Lee et al., 2022) analyzes the phenomenon of tourists' divided focus between physical places and online spaces. The conclusion is that during travel, attention is often redirected from direct experience to the creation of online content – which redefines the classic tourist perception and leads to a kind of "dual realm" experience.
Statistics show that phones are increasingly dictating how we experience and what we remember during our vacations. This is supported by data from telecommunications operators globally: summer is the season „mobile data peak-a“.
And finally - although we are digital optimists - one simple piece of advice for those who are still resting: Put down your phone for a moment and enjoy the true experience of the destination.
( Telekom )
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