UK Adults Reduce Social Media Posting Amidst Rise in AI Use and Screen Time Concerns, Ofcom Reports

Shift Towards Passive Social Media Use

Fewer adults in the UK are actively posting, commenting on, or sharing material on social media platforms, according to Ofcom's latest 'Adults' Media Use and Attitudes' survey. The proportion of respondents actively engaging dropped from 61% to 49% within a year, indicating a growing trend towards 'passive' consumption. Experts suggest this reflects a desire for 'digital self-preservation', with users favouring private group chats and direct messages over public posts.

Concerns Over Online Liability and Screen Time

The regulator also found that more adults are apprehensive about potential future repercussions from online posts, suggesting that social media is increasingly perceived as a liability rather than a platform for self-expression. This aligns with the observation that social media is becoming less public and more intentional. Furthermore, for the first time, two-thirds (67%) of participants admitted to spending excessive time on their devices, with UK adults now online 31 minutes longer daily than in 2021.

Surge in AI Tool Adoption

In contrast to the decline in social media posting, the use of AI tools among UK adults has seen a substantial increase, 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 utilising AI technologies.

Evolving Digital Landscape

The findings are set against a backdrop of evolving social media platforms, which now prioritise algorithmic, video-first content, moving away from friend-centric feeds. This transformation is leading users to behave more like 'viewers' than 'participants', further contributing to the 'less social' nature of these platforms.