UK Social Media Usage Declines: Ofcom Report Reveals Shifting Habits

UK adults are increasingly adopting a passive approach to social media, with a significant decline in active posting, sharing, and commenting on major platforms. According to the latest Adults’ Media Use and Attitudes survey from the regulator Ofcom, the percentage of respondents who actively post on platforms such as X, Facebook, and Instagram fell to 49% in 2025, down from 61% the previous year.

The survey, which gathered data from 7,533 UK adults aged 16 and over between September 29 and November 28, 2025, indicates a shift in how users interact with digital spaces. While overall social media penetration remains high—with 89% of adult internet users utilizing at least one platform and 97% of those aged 16 to 34 doing the same—the nature of that engagement is changing.

The Shift Toward Passive Consumption

Ofcom identifies a rise in passive social media use, where users consume content without contributing their own. This trend is partly attributed to the dominance of short-form video features. Joseph Oxlade, a senior research manager at Ofcom, stated that the rise of apps like TikTok and Instagram’s Reels has led some users to post and comment less frequently than they previously did on platforms like Facebook.

Beyond the influence of video, the data shows a broader retreat from public digital interaction. The proportion of users exploring new websites also declined, dropping from 70% to 56%.

Digital Self-Preservation and Privacy Concerns

The decline in active participation is linked to growing concerns over digital privacy and the long-term implications of an online presence. Ofcom found that more adults expressed concern that posting online could create problems for them in the future.

Social media expert Matt Navarra suggests this behavior reflects a move toward digital self-preservation, as users migrate away from public feeds toward smaller, private environments such as direct messages and group chats.

People haven’t fallen out of love with social media, I think they’ve just become a lot more intentional about how they show up on it.

Matt Navarra

Navarra further noted that for many users, public posting feels less like self-expression and more like a potential liability, concluding that social media is not becoming less social, but rather less public.

Oxlade added that concerns regarding the misuse of personal information, including photographs, have contributed to these behavioral changes. Some users have ceased posting entirely, while others have transitioned to using less permanent forms of content.

Growth in AI Tool Adoption

While active social media engagement has dipped, the adoption of artificial intelligence tools among UK adults has seen a sharp increase. The Ofcom survey reveals that AI use rose from 31% in 2024 to 54% in 2025.

The regulator noted that a large majority of individuals aged 16 to 35 reported using AI tools, signaling a transition in digital habits where users are more likely to engage with AI utilities than with public-facing social networks.

the survey highlighted a widespread concern regarding screentime, with the majority of respondents reporting worry over the amount of time they spend on their devices.