By 2026, Facebook remains a dominant social media platform in Papua New Guinea, with over 4.2 million active users, representing approximately 55% of the population. Businesses increasingly leverage Facebook ads to reach targeted audiences, with digital ad spend reaching USD 35 million, reflecting growing digital marketing adoption. The average user spends nearly three hours monthly engaging with content, indicating strong user interest and brand visibility opportunities.
The rising use of Facebook for commerce has resulted in a 3.2% conversion rate, boosting local e-commerce growth. With 65% of businesses utilizing Facebook advertising, the platform remains central to Papua New Guinea's digital marketing landscape. As digital literacy improves, more companies are expected to allocate larger budgets, further integrating social media strategies to expand their market reach and enhance sales performance.