Georgia is a small, highly connected market with its own language, its own alphabet and a few habits that surprise marketers used to Western Europe. Facebook dominates social media to an unusual degree, mobile internet is fast and widely used, and many people move between Georgian, Russian and English. This guide pulls together the current data on how people in Georgia search and use social media, and what it means for businesses that want to reach them.
The market at a glance
| Population | 3.81 million |
| Internet users | 3.12 million (81.9% of the population) |
| Social media user identities | 3.05 million (80.1% of the population) |
| Mobile connections | 6.46 million (about 170% of the population) |
| Median mobile download speed | about 145 Mbps |
| Median fixed download speed | about 42 Mbps |
The detail worth noticing is that median mobile speeds are more than three times fixed broadband speeds. For many people, the phone is the main way to go online. A website that is slow or awkward on mobile is slow or awkward for most of your audience.
Search: Google, with a Yandex minority
| Search engine | Share in Georgia (August 2026) |
|---|---|
| 90.9% | |
| Yandex | 7.2% |
| Bing | 1.2% |
| Others | under 1% |
What it means: Google is the search engine to optimise and advertise for. Yandex’s remaining share mostly reflects Russian-speaking users. It’s rarely worth a separate campaign for small businesses, but a well-structured Russian-language version of key pages can help if Russian speakers are part of your audience.
Local search is especially important. Many searches for services, restaurants and shops happen on Google Maps, so a complete, accurate Google Business Profile (with correct hours, photos, services and real reviews) is often the single most valuable free marketing asset for a local Georgian business.
Social media: Facebook first, by a long way
| Platform | Advertising reach in Georgia |
|---|---|
| 3.05 million | |
| TikTok | 2.57 million adults (18+) |
| Messenger | 2.50 million |
| 1.85 million | |
| 850,000 members | |
| 395,000 | |
| X (Twitter) | 223,000 |
Facebook’s dominance shows even more clearly in where website visits come from. According to StatCounter, around 87% of social media referral traffic to websites in Georgia came from Facebook in August 2026. YouTube, Instagram and X each accounted for about 3%.
What it means:
- Facebook is the default channel for reaching Georgian consumers, both organically and through ads, including for audiences that elsewhere would have moved to other platforms.
- Messenger is a sales channel. Many people prefer to ask questions by message rather than fill in forms. Make sure messages are answered quickly, and consider Messenger as the goal of some ad campaigns.
- Instagram and TikTok matter for younger audiences and visual products, such as fashion, food, beauty and hospitality.
- LinkedIn is a realistic B2B channel, with a sizeable professional audience for a country of Georgia’s size.
Language: plan for more than one
Georgian is the official language and the first language of most of the population. Russian is still widely understood, especially among older people, and English is increasingly common among younger people, in business and in tourism. People often search and write in more than one language, and it’s also common to see Georgian written informally in Latin letters online.
- Lead with Georgian for consumer audiences. A Georgian-language website and ads signal a local, trustworthy business.
- Add English or Russian where your audience needs it, such as tourism, expatriates, international B2B or older audiences. Use proper translations, not machine output alone.
- Tell search engines about each language. Use separate URLs per language (for example
/ka/,/en/,/ru/) andhreflangtags (kafor Georgian), so Google shows the right version. - Research keywords in each language. Search volumes and click prices differ between the Georgian, Russian and English versions of the same search.
A technical detail that’s easy to miss: fonts
Georgian uses its own alphabet (Mkhedruli), and many popular web fonts don’t include Georgian characters. When a font lacks them, browsers fall back to a system font, and the page looks inconsistent or broken. Choose fonts with proper Georgian support, such as Noto Sans Georgian or FiraGO, and test every page in Georgian on real phones.
Trust signals that matter locally
- Prices in lari (GEL), and clear delivery or service areas.
- A Georgian phone number (+995), and ideally a messaging option.
- Local payment options, such as card payments through Georgian banks’ payment gateways, and familiar alternatives.
- Visible company details: legal name, identification code and registered address.
- Presence on established local platforms where relevant, such as the major classifieds sites for property, cars, jobs and general goods, and delivery apps for food and retail.
A starting plan for a Georgian audience
- Fix the foundations: a fast, mobile-first website in Georgian (plus other languages as needed), with correct fonts and clear contact options.
- Complete your Google Business Profile and actively ask satisfied customers for reviews.
- Build a Facebook presence with consistent posting, and answer Messenger quickly.
- Add Google Search ads for services people already search for, with keywords researched in each language.
- Add Instagram, TikTok or LinkedIn depending on your audience.
- Measure by enquiries and sales, including messages and calls, not just website forms.
Sources and further reading
- DataReportal: Digital 2026: Georgia
- StatCounter: Search engine market share in Georgia
- StatCounter: Social media stats in Georgia
- Google Search Central: Tell Google about localized versions of your page
Figures are the latest available as of September 2026 and change month to month. StatCounter figures reflect page-view samples, not surveys of the population.