Dominica

Economy & income

Currency

• East Caribbean Dollar (XCD, EC$)
• fixed peg ~2.70 per USD (since 1976)

GDP per capita

• ~$10,405 nominal (World Bank, 2024)
• IMF WEO ~$9,900 (2025 est.)
• ~$21,300 PPP (World Bank, 2024)

Average salary

• ~$815 net/mo (EC$2,022) up to gross ~$1,000/mo (EC$2,800) per wage aggregators (2025-26)
• no official CSO series — treat as estimates

Median salary

• n/a — Dominica's Central Statistics Office publishes no median-wage series
• only third-party aggregator estimates exist

Minimum wage

• Sector-set statutory minimums, no single national rate
• wage trackers cite ~EC$6.50-9.75/hr (~$2.40-3.60/hr) in 2025 (reportedly revised late 2025) ≈ ~$420-625/mo full-time

Cost of living

• Low-Medium
• import-dependent island so imported goods/utilities are pricey while local produce is cheap
• Numbeo data is very thin (tiny sample) — indicative only (2025-26)

Digital landscape

Population

~0.066 million (66.1K, Jan 2025, DataReportal; ~65.5K 2026 est.)

Internet users

83.8% (~55.4K users, Jan 2025)

Social media users

53.7% (~35.5K identities, Jan 2025)

Mobile connections

92.4K cellular connections = ~140% of population (Jan 2025)

Devices

desktop ~56.7% / mobile ~38.4% / tablet ~4.9% (StatCounter, Jun 2026) — unusually desktop-leaning for a Tier-3 market

Ad spend

• n/a — no Dominica-specific digital ad-spend is published (market too small)
• spend is negligible and runs through Facebook/Google self-serve

Top social platforms

Facebook ~35.5K, 53.7% of pop — dominant

LinkedIn ~28.0K registered

TikTok ~24.0K, 18+ audience

Instagram ~22.9K

Messenger ~17.8K

X/Twitter ~8.1K

Messengers

• WhatsApp (de-facto Caribbean standard; no local reach figure published)
• Facebook Messenger (~17.8K)

Payments & behaviour

Payment methods

• Cash / East Caribbean Dollar (dominant for everyday spend)
• Visa & Mastercard debit/credit (mainly tourism, hotels, supermarkets, formal retail)
• Bank transfers (larger/formal payments)
• PayPal (cross-border online purchases)

E-wallets

• PayPal
• Wise (multi-currency card)
• No M-Pesa-style mobile money; the ECCB DCash CBDC piloted across the ECCU incl. Dominica was discontinued Jan 2024

Cash on delivery

• High reliance on cash
• cash-on-delivery / pay-on-collection common for informal and social-commerce orders
• card-not-present usage is low

E-commerce

• Low — minimal domestic e-commerce
• residents mostly buy from US retailers (Amazon) via Miami freight-forwarders, or through Facebook/WhatsApp sellers

Notes

• Card acceptance concentrates in tourism
• diaspora remittances are economically significant
• regional ECCB digital-payment initiatives continue after the DCash wind-down

Audience & culture

Languages

• English (official; ~universal)
• Dominican Creole / Kwéyòl (French-based; widely spoken, esp. rural/older)
• Kokoy (English-based creole; northern villages)

Religion

• Christian ~91% (2001 census): Roman Catholic ~52-58% (largest), plus Seventh-day Adventist, Pentecostal, Baptist, Methodist and other Protestant/Evangelical (~30% combined)
• ~6-9% none
• small Rastafari/other

Median age

37.6 years (2026 est.)

Key seasons

• Mas Domnik Carnival ('Real Mas', Feb/Mar, pre-Lent — biggest street event)
• World Creole Music Festival + Independence season (late Oct-Nov 3; Creole Day)
• Christmas & New Year
• Emancipation / summer (Aug)

Cultural notes

• Deep Creole cultural pride with bouyon music at the center
• tight-knit, family- and church-oriented
• strong UK/US/Canada diaspora and remittance ties
• discovery is heavily word-of-mouth and via Facebook groups/WhatsApp

Where to find creators

• Facebook
• TikTok
• Instagram
• YouTube (bouyon/music)
• Local news portals (Dominica News Online)

Media landscape

Creators & public figures

Top creators

A

Asa Bantan ~92K Instagram

InstagramBouyon 'Bouyon Boss' — top local music star; high relevance for youth/nightlife/event campaigns

T

Triple Kay Band ~41K Instagram

InstagramLeading bouyon band; music/events, strong diaspora reach

Thea LaFond ~31K Instagram

InstagramOlympic triple-jump champion (Dominica's first-ever Olympic gold, Paris 2024) — national sports hero, aspirational brand fit

S

Signal Band ~19K Instagram

InstagramContemporary bouyon band; music/events

C

Colton T ~9.6K Instagram

InstagramDancehall/reggae/bouyon artist; music

M

Michele Henderson ~2.5K Instagram

InstagramVeteran singer-songwriter (jazz/soul/cadence-lypso); cultural/heritage appeal

Celebrities

21 Savage ~19.7M Instagram

Grammy-winning rapper (British-born, of Dominican & Haitian descent)

Nathalie Emmanuel ~6M Instagram

Actress — Game of Thrones, Fast & Furious (Dominican descent, mother from Dominica)

Jermain Defoe ~539K Instagram

Retired England international footballer (Dominican descent, father)

Gabrielle ~65K Instagram (@gabrielleuk)

British R&B/soul singer, 'Dreams' / 'Rise' (Dominican descent)

Roosevelt Skerrit n/a (political figure; active on Facebook)

Prime Minister of Dominica (in office since 2004)

Jean Rhys n/a (deceased)

Novelist — Wide Sargasso Sea; Dominica's most internationally celebrated writer (d. 1979)

Affiliate & traffic

Hot verticals

• iGaming / sports betting & casino (offshore-facing)
• Sweepstakes & COD e-commerce (gadgets, accessories)
• Crypto / finance (TRON-friendly climate)
• Nutra / health (COD)
• Dating

Active networks

• No Dominica-local networks; global CPA nets that accept Caribbean/Tier-3 traffic — e.g., Mobidea, Leadbit, iMonetizeIt, CPA.house, Adcombo (COD)
• Betting/casino affiliate programs of offshore books (1xBet, Mostbet, Melbet)

Payouts

• Tier-3, lower payouts: CPL roughly ~$0.5-3
• COD nutra/e-com CPA ~$8-20
• betting/casino CPA ~$20-60 (usually via regional bundling)
• Approximate — thin market data

Competition

• Low — market is tiny
• advertisers usually fold Dominica into regional Eastern Caribbean (ECCU) or broader English-Caribbean campaigns rather than target it alone

Seasonality

• Peaks around Carnival (Feb/Mar), World Creole Music Festival + Independence (Oct-Nov) and Christmas
• diaspora remittance inflows lift spending at year-end

Traffic sources

• Facebook / Instagram ads
• TikTok
• Google / YouTube
• Push & native networks
• WhatsApp & Facebook community groups

Good to know

Capital

Roseau

Major cities

• Roseau (capital)
• Portsmouth
• Berekua (Grand Bay)
• Marigot
• Wesley
• Mahaut
• Canefield
• Salisbury

Time zones

Single zone — Atlantic Standard Time (AST), UTC−4, no daylight saving

Android vs iOS

78% 22%

Android 78% iOS 22%

Phone brands

• Samsung (~52%)
• Apple (~22%)
• Motorola (~5.6%)
• Google (~4.1%)
• Xiaomi (~3.2%)

Top e-commerce

• Amazon (via Miami freight-forwarders)
• AliExpress / SHEIN / Temu (cross-border)
• Facebook Marketplace & WhatsApp sellers (local social commerce)
• Local retailers (e.g., Jays, Astaphan's) — limited online presence

Peak activity

Evenings ~7-10pm AST and weekends, with a midday lunch bump; schedule to AST (UTC−4)

Creative taboos

• Strongly Christian/conservative — avoid explicit sexual content and anything mocking the church or Creole culture
• LGBTQ themes are socially sensitive (only recently decriminalized)
• never trivialize hurricanes/natural disasters (Hurricane Maria devastated the island in 2017)

Also worth knowing

• Citizenship-by-Investment (CBI) is a major economic pillar — creating an audience of international investors/expats and a well-known offshore-services brand.
• Crypto-friendly government stance (TRON/DMC) makes fintech/crypto messaging comparatively viable.
• Market is tiny with unusually high desktop share — treat Dominica as part of a regional Eastern-Caribbean (ECCU) buy for scale and don't build mobile-only funnels.