A recent survey by Ofcom has revealed a significant decline in the number of adults in the UK actively engaging on social media platforms, coinciding with a marked increase in the use of artificial intelligence tools. The findings suggest a shift in user behaviour, with many opting for more private digital interactions amid growing concerns about screen time and online privacy.
Declining Engagement on Social Platforms
According to Ofcom’s annual Adults’ Media Use and Attitudes report, just 49% of UK adults reported posting, commenting, or sharing content on social media in 2025, a notable drop from 61% the previous year. This decrease highlights a shift towards what the regulator describes as “passive” use of social media, where users consume content without contributing actively.
Matt Navarra, a well-known social media expert, interprets this trend as a pursuit of “digital self-preservation.” He suggests that individuals are gravitating towards smaller, more private communication channels, such as group chats and direct messages, as they become more mindful of their online presence. “People haven’t fallen out of love with social media; they’ve simply become more intentional about how they engage with it,” Navarra explained.
Concerns Over Online Presence
The Ofcom survey also underscores a growing apprehension among users regarding the potential repercussions of their online activities. An increasing number of adults expressed worries that posting on social media could lead to future problems, with Navarra noting that for many, sharing content has morphed from an act of self-expression into a potential liability. “Social media isn’t becoming less social; it’s becoming less public,” he remarked.
This shift in sentiment is reflected in the data, which shows that 67% of respondents believe they spend too much time on their devices. Furthermore, the average UK adult now spends approximately four hours and 30 minutes online each day, up 31 minutes from the pandemic era in 2021.
Rise of AI Tools Among Young Adults
Interestingly, while engagement on traditional social media platforms declines, the adoption of AI tools has surged, with usage rising from 31% in 2024 to 54% in 2025. This increase is particularly pronounced among younger demographics, with four out of five individuals aged 16 to 24 and three-quarters of those aged 25 to 34 utilising AI technologies.
Ofcom’s report highlights a generational divide, revealing that younger adults are not only more inclined to embrace AI but are also re-evaluating their relationship with conventional social media. In a qualitative segment of the survey, a 25-year-old participant named Brigit noted, “I’m posting something very rarely now, which is funny because when I was younger, I would have been posting what I was eating for dinner.”
Shifting Social Media Landscape
These trends emerge against a backdrop of a rapidly evolving social media landscape, where short-form video content is increasingly dominating user engagement. Platforms such as Instagram and Facebook, once centred on user-generated content from friends and family, are now characterised by algorithm-driven feeds that prioritise videos from unfamiliar accounts.
Navarra points out that this transformation has made social feeds feel less like a community and more like entertainment platforms, where users consume content similarly to watching television. Ben Woods, an analyst at Midia Research, supports this view, asserting that as social media morphs into a hub for entertainment, users are likely to adopt a more passive role, akin to that of viewers rather than participants.
Why it Matters
These developments signal a pivotal moment for social media platforms and their users. As engagement declines and concerns about online privacy grow, these platforms must adapt to meet the changing expectations of their audiences. The rise of AI tools suggests a potential new avenue for connection and expression, but it also raises questions about the future of social media as we know it. The landscape is shifting, and how users navigate this terrain will shape digital communication for years to come.
