Nearly 30% of citizens get their information from social networks/Google continues to be the most used source of information
Albanians continue to rely primarily on search engines to find information online, while artificial intelligence chatbots still remain a tool with very limited use. StatCounter data for May 2026 shows that search platforms own 70.04% of the online referral market in Albania.
On the other hand, social networks account for 29.71% of the market, remaining an important channel for discovering content and information. However, their weight has declined significantly in recent months, as search engines have gained ground.
Meanwhile, AI-based chatbots represent only 0.25% of the market. Although the use of tools like ChatGPT and similar platforms has increased globally, data suggests that their impact on online traffic in Albania still remains very small compared to traditional forms of web browsing.
There has been a noticeable shift in user behavior over the past year. In mid-2025, search engines and social networks had almost equal weight, each category with about half of the market. However, in the final months of the analysis, online search has seen strong growth, reaching the highest level of the period, while social networks have experienced a significant contraction.
This trend suggests that Albanian users are increasingly oriented towards direct information search on the internet, while artificial intelligence, despite the great attention it has received globally, has not yet managed to significantly change the way most Albanians navigate and find information online.
Google Chrome is significantly strengthening its dominance in the Albanian web browser market. StatCounter data shows that in May, Chrome managed to control 67.12% of the market, the highest level recorded over the last 12 months.
On the other hand, Safari has experienced the opposite trend. Apple's browser, which hovered around 38-40% a year ago, has fallen to 27.04% in May 2026. This means that Safari has lost over 10 percentage points in a year, while the gap with Chrome has widened significantly.
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