Fewer UK Adults Actively Engage on Social Media, Ofcom Reports
New findings from Ofcom indicate a marked reduction in the number of UK adults actively posting, commenting on, or sharing content on social media platforms. The regulator's annual Adults' Media Use and Attitudes survey shows that only 49% of respondents now actively engage in such activities, a decrease from 61% in the previous year. This trend, coupled with a preference for less permanent content, suggests a rise in 'passive' social media consumption.
Shifting Digital Habits
Social media expert Matt Navarra suggests this shift reflects a desire for 'digital self-preservation', with individuals gravitating towards more private spaces like group chats and direct messages. He posits that while people still value social media, their engagement has become more intentional. Furthermore, concerns about future repercussions from online posts are growing, leading many to view public sharing as a potential liability rather than a form of self-expression. 'Social media isn't becoming less social, it's becoming less public,' Navarra commented.
AI Adoption and Screen Time Concerns
The survey, conducted between September and November last year with 7,533 UK adults, also highlighted a substantial increase in AI tool usage, rising from 31% to 54%. This growth is predominantly driven by younger demographics, with four in five 16-to-24 year olds and three quarters of 25-to-34 year olds reporting AI tool use. Moreover, for the first time, the study addressed screen time, revealing that two-thirds (67%) of adults believe they spend too long on their devices. This aligns with a separate Ofcom report indicating UK adults spend 31 minutes longer online than in 2021.
Digital Fatigue and Platform Evolution
Experts like Dr Ysabel Gerrard from the University of Sheffield point to digital fatigue as a potential factor for reduced posting, noting that the novelty of sharing updates has diminished. The social media landscape itself has evolved, with platforms increasingly prioritising algorithmic, video-first entertainment over direct connections with friends. Ben Woods, a creator economy analyst, views this as social media becoming 'less social', transforming into entertainment hubs where users act more as viewers than participants. Overall, positive sentiment about being online has also declined, with only 59% seeing benefits outweighing risks in 2025, down from 72% the previous year.
