Malta’s relationship with mobile phones is shifting rapidly, with the latest survey by the Malta Communications Authority (MCA) showing how residents are adapting to new technologies, cheaper deals and app-based communication.

Smartphones are now virtually universal, with 95% of respondents saying they use one — making them the backbone of everyday digital life. But it’s not just about access anymore: how people use their phones is changing, and the survey highlights the rise of trends that are reshaping the mobile landscape.

One of the most striking developments is the growth of multiple mobile subscriptions. Seventeen percent of users now hold more than one mobile line, more than double the rate reported just two years ago. This reflects both lifestyle needs — such as separating work and personal use — and the convenience of dual SIM and eSIM technology, which allow for easier switching and better value.

eSIM adoption itself is becoming a noteworthy trend. Eleven percent of smartphone users now rely on eSIMs, with many saying they use them both for everyday connectivity and for travel. The ability to download a mobile plan without a physical SIM card is appealing to frequent travellers and digital natives who prize flexibility.

Meanwhile, post-paid plans have become the dominant choice, largely because they offer generous or unlimited data bundles. Despite heavier reliance on mobile internet, consumers are managing to keep costs down: 52% of respondents reported paying under €20 a month for their plan, up from 48% in 2022.

Satisfaction with mobile services remains strong, but there’s an unmistakable rise in customer churn. Seventeen percent of respondents said they had switched mobile providers in the past two years — more than double the rate in 2022. Better prices, more attractive bundles and improved customer service were the most common reasons.

Perhaps the most significant cultural shift is the rise of OTT (over-the-top) services such as WhatsApp, Messenger and other internet-based voice and chat apps. A staggering 98% of smartphone users now use these platforms, up from 82% in 2022. More than half of respondents (57%) even said they consider OTT calls a viable replacement for traditional mobile calls, up sharply from 46% three years ago.

Taken together, these findings paint a picture of a market in transition. Maltese consumers are becoming more price-sensitive, more mobile in their loyalties, and more inclined to rely on apps rather than operators for core communication needs. At the same time, the adoption of emerging tools like eSIMs shows how quickly global mobile trends are being embraced locally.

For telecom operators, the message is clear: consumers are demanding better deals, greater flexibility and seamless digital services — and they’re willing to switch providers to get them. For users, the bottom line is that mobile phones are no longer just for calls; they’re a gateway to a constantly evolving digital lifestyle.