Adults in the UK are spending more time online in 2024 compared to previous years, according to Ofcom’s Online Nation report. The average time spent online per day has increased to 4 hours and 20 minutes, up from 3 hours and 41 minutes in 2023. This rise is particularly driven by younger adults, with 18-24 year-olds spending six hours and 1 minute online, mostly on platforms like TikTok and Instagram.
The dominance of tech giants like Alphabet and Meta is evident in the report, with properties owned by these companies accounting for nearly half of all time spent online by UK adults. YouTube is the most visited platform, with 94% of adults spending time on it daily. Meta’s platforms, including Facebook, WhatsApp, and Instagram, attract 70% of users, despite Facebook being less popular among 18-24 year-olds.
Gender differences in online behavior are also highlighted, with women spending more time online than men, especially on social media sites. The report shows that women spend 33 minutes more online than men on average, with Gen Z females spending even more time online than their male counterparts.
Social media trends are evolving, with Reddit emerging as a fast-growing platform, surpassing X and LinkedIn in popularity. Newcomers like Bluesky and Threads are also gaining traction, offering alternatives to established platforms like X and Meta’s services.
The report also sheds light on the challenges of online safety, including the rise of misinformation, offensive content, and concerns about the impact of online activities on children. Younger users are found to be lying about their age to access social media platforms, raising questions about age verification and content regulation.
Overall, the Ofcom report provides valuable insights into the changing digital habits of UK adults and the implications for online safety and regulation. As society continues to move towards a more digital existence, addressing these challenges will be crucial to ensuring a positive online experience for all users.
