Maltese users have not been left behind but have rapidly embraced these new technologies. According to Facebakers.com, the number of users on Facebook in Malta currently stands at 148,420. That gives a total penetration percentage of 36.63%, not bad at all in a country which has a 74.14 % internet penetration rate. The burgeoning amount of ads being put up by Maltese businesses on Facebook shows that they have realised the potential of this social media platform and are reaping good dividends from their adspend.