Bermuda

Economy & income

Currency

• Bermudian dollar (BMD, BD$/$)
• pegged 1:1 to the US dollar (~1.00 per USD)
• US dollars circulate interchangeably island-wide, with change often given in BMD (Jul 2026)

GDP per capita

• ~$138,935 nominal (2024, World Bank) — among the world's highest
• ~$119,719 PPP (2024, World Bank)
• Not covered by the IMF WEO

Average salary

• ~$6,900 net/mo (Numbeo, mid-2026; ≈£5,166) — among the world's highest-paid workforces
• GNI per capita ~$148,444 (2024, national accounts)
• Numbeo skews to finance/expat professionals, so it sits above the official median

Median salary

• ~$5,930/mo gross (median gross annual income for all job-holders $71,151, 2024, Bermuda Dept. of Statistics; +1.3% YoY)
• Top-heavy: int'l-business median $169,155/yr, finance/insurance $106,751/yr

Minimum wage

• Statutory minimum wage $17.13/hr from 1 Sep 2025 (up from $16.40; Employment (Minimum Hourly Wage Entitlement) Act 2022)
• ≈$2,970/mo at 40h/week

Cost of living

• Very High — Numbeo (Jun 2026) ranks Bermuda the most expensive place in the world (Cost-of-Living Index ~135.8, #1 globally)
• single person ~$2,154/mo excl. rent, family of four ~$7,956/mo excl. rent
• rents extreme (1-bed city-centre ~$3,700/mo)

Digital landscape

Population

64.6K (Jan 2025, DataReportal; 100% urban; -0.1% YoY)

Internet users

• 98.4% (~63.5K users, Jan 2025) — near-universal
• only ~1.6% offline

Social media users

54.8% (~35.4K user identities; 65.7% of adults 18+; DataReportal counts registered identities, not unique people)

Mobile connections

• 65.2K cellular connections = 101% of population (Jan 2025)
• 91.7% broadband (3G-5G)
• +6.3% YoY

Devices

mobile ~68.2% / desktop ~30.2% / tablet ~1.6% (StatCounter, Jun 2026) — unusually high desktop share reflects the office-heavy finance workforce

Ad spend

• n/a — DataReportal's Bermuda report publishes no ad-spend figures
• the local consumer ad market is tiny and largely transacted through US platforms/agencies
• The territory's real marketing money is B2B (reinsurance/international business), not local consumer spend

Top social platforms

LinkedIn ~63.0K registered members, ~97.5% of pop — extraordinary reach driven by the reinsurance/finance workforce

Facebook ~35.4K ad reach, ~54.8% of pop

Instagram ~33.8K ad reach, ~52.2% of pop

Messenger ~23.0K, ~35.5% of pop

TikTok ~20.5K adults, ~38.0% of adults 18+

X/Twitter ~15.6K, ~24.2% of pop

Messengers

• WhatsApp (dominant everyday messenger — US/UK-linked)
• iMessage (near-universal — iOS ~99% of phones)
• Facebook Messenger (~23K, ~35% of pop)
• Telegram (some use)

Payments & behaviour

Payment methods

• Visa & Mastercard credit/debit (dominant; very high card penetration; BD$ = US$)
• Apple Pay & Google Pay (rising fast — tap-to-pay, younger users)
• PayPal / Stripe / WorldPay (online & cross-border US purchases)
• Bank transfer (Butterfield, HSBC, Clarien mobile apps)
• Cash (BMD/USD interchangeable) for small in-person spend

E-wallets

• Apple Pay
• Google Pay
• PayPal

Cash on delivery

• Negligible — cashless, card/tap-to-pay culture
• most goods are imported/shipped and paid by card

E-commerce

• High digital sophistication but limited LOCAL e-commerce — most online shopping is cross-border from the US (Amazon 'International Shopping' + freight-forwarders)
• No de-minimis: ~22.5% average import duty applies to all imports, raising landed cost

Notes

• BD$ pegged 1:1 to USD and US cards/checkout work natively
• no local sales tax/VAT, but customs duty (~22.5% avg) plus freight-forwarding shape most purchases
• Amex acceptance patchy
• Four licensed banks: Butterfield (largest, ~60% of assets), HSBC Bermuda, Clarien, Bermuda Commercial Bank

Audience & culture

Languages

• English (official — near-universal; strong American-English influence)
• Portuguese (~4% — Azorean/Madeiran/Cape Verdean community)

Religion

• Protestant ~46% (Anglican ~16%, African Methodist Episcopal ~9%, Seventh-day Adventist ~7%, Pentecostal, Methodist, others)
• Roman Catholic ~15%
• other Christian
• other faiths ~1%
• none/unstated ~20% (2016 Census)

Median age

• 46.0 years (DataReportal, Jan 2025) — one of the world's oldest populations
• ageing and affluent

Key seasons

• Cup Match / Emancipation Day & Mary Prince Day (late Jul–early Aug — the signature 2-day cricket & culture festival; peak)
• Summer (May–Oct — peak tourism, beaches, cruise season)
• Bermuda Day (late May — heritage parade, start of summer)
• Bermuda Carnival / Heroes Weekend (June)
• Christmas–New Year & Boxing Day (Gombey dancers)
• Hurricane season (Jun–Nov)

Cultural notes

• Affluent, English-speaking, US-oriented British Overseas Territory: US brands, USD, .com shopping and American media dominate everyday consumer life, while civic identity is distinctly Bermudian/British
• Cricket (Cup Match), sailing (hosted the 2017 America's Cup) and triathlon are cultural touchstones
• Unusually strong LinkedIn/professional presence from the reinsurance/finance workforce
• near-total iPhone use

Where to find creators

• Instagram
• TikTok
• YouTube
• Facebook
• LinkedIn (finance/B2B)

Media landscape

Creators & public figures

Top creators

B. Dylan Hollis ~10.2M TikTok / ~2.5M YouTube (~1.4M Instagram)

TikTok/YouTubeVintage-recipe baking & comedy; NYT #1 bestselling cookbook author — huge food/CPG, kitchenware & publishing brand relevance; Bermuda's biggest creator by far

Collie Buddz (Colin Harper) ~322K YouTube / ~203K Instagram

YouTube/InstagramReggae/dancehall artist & producer — music, festival & lifestyle brand relevance

Dame Flora Duffy ~98K Instagram

InstagramOlympic-gold triathlete & national hero — sport, tourism, endurance-apparel & national-pride relevance

Nahki Wells ~26K Instagram

InstagramProfessional footballer (Bristol City; Bermuda captain) — football/sportswear relevance

T

Tyler Butterfield ~18K Instagram

InstagramProfessional triathlete/cyclist (Bermuda's first pro triathlete) — endurance-sport & gear relevance

K

Kristin White (@itskristindotcom / Long Story Short) ~5.6K Instagram

Instagram/BlogAward-winning entrepreneur & cultural tour guide (St. George's) featured on Today Show, Oprah Daily & Travel+Leisure — tourism, heritage & travel-brand relevance

Celebrities

Lena Headey ~4M Instagram (@iamlenaheadey)

Actress — Cersei Lannister in 'Game of Thrones', Queen Gorgo in '300'; born in Hamilton, Bermuda

Heather Nova modest personal social; global music catalogue

Singer-songwriter ('Oyster', 'Siren', 'London Rain') born in Bermuda; internationally toured artist

Earl Cameron n/a (pre-social-media era; deceased 2020)

Pioneering film actor (CBE) — one of the first Black actors in mainstream British cinema ('Pool of London', 'Thunderball', 'Inception'); Bermudian, d. 2020

Clyde Best limited personal social presence

Football pioneer (MBE) — one of the first Black players in England's top flight, striker for West Ham United; national sporting icon

G

Gina Swainson limited public social presence

Miss World 1979 (and Miss Universe 1979 first runner-up) — the only Bermudian to win a major international pageant

Shaun Goater modest personal Instagram

Footballer (MBE) — Manchester City cult-hero striker; a Bermudian sporting legend

Affiliate & traffic

Hot verticals

• Luxury travel & tourism (destination weddings, resorts, cruises, golf)
• Financial services, insurance/reinsurance & wealth (ultra-high incomes)
• Crypto/fintech (Bermuda is a licensed digital-asset hub)
• E-commerce / US retail & electronics (cross-border)
• Real estate & relocation
• Health, wellness & fitness

Active networks

• Global networks — Amazon Associates, CJ Affiliate, Awin, Impact, Rakuten, ShareASale (no local Bermuda networks)
• Travel affiliate programs (Booking.com, Expedia, airlines) — tourism-driven
• iGaming/finance partner programs (reached via US geo)

Payouts

• Often bucketed Tier-2 by geo, but purchasing power is Tier-1+
• volumes tiny
• High-value finance/insurance & travel conversions
• luxury/real-estate leads valuable
• iGaming nascent locally

Competition

• Very low local volume — only ~64K people — but an ultra-affluent, 98%-online, English-speaking, US-oriented audience
• niche/premium plays win
• Real scale comes from folding Bermuda into US geo-targeting rather than a standalone BM buy

Seasonality

• Summer tourism peak (May–Oct) and Cup Match (late Jul–early Aug)
• destination-wedding & cruise seasons
• year-end retail
• hurricane-season (Jun–Nov) disruptions

Traffic sources

• Meta (Facebook & Instagram)
• Google Search / SEO
• LinkedIn (unusually effective — finance/B2B workforce)
• TikTok (younger audience)
• Email / CRM
• Influencer partnerships

Good to know

Capital

Hamilton (City of Hamilton)

Major cities

• Hamilton (capital & business/financial centre)
• St. George's (UNESCO World Heritage old town; former capital)
• Somerset Village (Sandys, West End)
• Pembroke (most-populous parish, around Hamilton)
• Warwick & Paget (residential parishes)

Time zones

• Single zone — Atlantic Standard Time (AST, UTC-4)
• observes DST (Atlantic Daylight Time, UTC-3) from mid-March to early-November
• one hour ahead of US Eastern

Android vs iOS

100%

Android 0% iOS 100%

Phone brands

• Apple/iPhone (overwhelmingly dominant — iOS ~99% of mobile)
• Samsung (small Android remainder)
• Google Pixel (niche)

Top e-commerce

• Amazon US (via 'Amazon International Shopping' + freight-forwarders)
• eBay & US retailers shipped via freight-forwarders (Flycrates, Mailboxes Unlimited, IBC, Sargasso)
• Gibbons Company (local department store)
• The Phoenix Stores / A.S. Cooper (local retail)
• MarketPlace & Lindo's (local grocery, online ordering)

Peak activity

Evenings ~19:00–22:00 AST and weekday lunch ~12:00–13:00; weekends strong. Schedule to Atlantic Time (UTC-4; UTC-3 in summer) — one hour ahead of US Eastern

Creative taboos

• Race and the legacy of slavery/segregation (Black ~52% / White ~31%) are handled with care — keep casting inclusive and avoid stereotypes
• the UK-independence question is politically live
• respect Gombey, Cup Match/Emancipation and church-going heritage

Also worth knowing

• Ultra-affluent yet tiny: among the world's highest GDP-per-capita AND the single most expensive place to live (Numbeo COL #1) — a price-insensitive, 98%-online audience of only ~64K; scale via US geo, not local volume.
• Near-total iPhone (iOS ~99%), heavy iMessage & WhatsApp, unusually high desktop share (~30%) and a stand-out LinkedIn footprint (~97% of pop) from the reinsurance/finance workforce — premium & B2B targeting outperform.
• USD = BMD 1:1 with US-integrated media/commerce, but no local sales tax while imports carry ~22.5% average duty and rely on freight-forwarding — landed e-commerce costs run high.