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- During the 2025 celebrations, mobile data traffic saw an increase of nearly 70% compared to 2024, exceeding 5 million gigabytes (GB).*
Santiago, May 2026. – Mother’s Day, one of the most significant dates of the year, is evolving in step with digitalisation. This is confirmed by the recent “WOM Dataholics” report, which reveals a clear trend among users towards multimedia communication (primarily social media) over traditional voice calls.
The report, which analyses customer behaviour during recent holiday periods, highlights a shift in habits: during the 2025 celebrations, mobile data traffic saw an increase of nearly 70% compared to 2024, exceeding 5 million gigabytes (GB).
In addition to this, the study shows that traditional calls remain a popular option. Although voice minutes dropped by 9% compared to 2024, voice calls recorded a 3% rise when comparing this celebration to a standard Sunday. In figures, this translates to over 25 million minutes of mobile calls during Mother’s Day—the equivalent of a single person talking uninterrupted for nearly 48 years.
The Digital Boom in Apps
User behaviour on mobile applications confirms this digital trend. In 2025, messaging tools led the growth: mobile data usage on WhatsApp increased by 123%, while Telegram saw a 54% rise. In entertainment, data traffic on TikTok grew by 131% and Facebook by 53%, contrasting sharply with Instagram, which was the only platform to record a slight decrease of 6%.
Furthermore, the study’s results demonstrate a diversification in mobile network usage during this celebration, with digital consumption expanding into multiple forms of interaction. Mobile data usage for streaming grew by 72%, positioning itself as one of the favourite activities for watching videos, series, or films. This was followed by significant increases in web browsing, social media usage (scrolling, likes, and sharing, among others), and instant messaging.
“These figures confirm how Mother’s Day triggers a surge in mobile network activity and usage, highlighting a dynamic where human connection thrives within a digital ecosystem across multiple forms of communication. Our projections indicate that this upward trend will continue and could even intensify during this coming Sunday’s celebrations,” noted Kamila Dubó, Market Director at WOM.
Regional Breakdown: What happened across the country?
The study also shows that these dynamics manifest differently across the country. During the 2025 celebrations, data usage in the Metropolitan Region grew by 44% compared to 2024, exceeding 2 million gigabytes. This was followed by the regions of Valparaíso (548,000 GB), Biobío (369,000 GB), La Araucanía (313,000 GB), and Maule (297,000 GB).
In terms of traditional calls, the Metropolitan Region led the way in voice minutes during this date with 2.7 million, closely followed by O’Higgins with 2.2 million. Meanwhile, the top five was completed by the regions of Valparaíso (700,000), Biobío (630,000), and La Araucanía (510,000).
