**
A striking new report from Ofcom reveals a significant decline in the number of UK adults actively sharing, commenting, or posting on social media platforms. As interest in artificial intelligence (AI) rises and concerns over screen time mount, users appear to be gravitating towards more private online interactions. This shift reflects a growing desire for digital self-preservation amid a rapidly evolving digital landscape.
Declining Engagement on Social Media
Ofcom’s latest survey indicates that only 49% of UK adults engage in active posting on popular platforms such as Instagram, Facebook, and X, a notable decrease from the 61% recorded the previous year. This trend suggests a move towards “passive” social media use, where individuals consume content rather than contribute to it. Social media expert Matt Navarra points to this as a sign that users are becoming more intentional about their online presence.
“People haven’t fallen out of love with social media; they’ve just become a lot more discerning about how they engage with it,” Navarra stated in an interview with the BBC. This newfound caution seems to stem from concerns about the potential repercussions of posting online, with many individuals viewing social media as a potential liability rather than a platform for self-expression.
The Rise of AI and Changing Attitudes
Interestingly, while social media engagement is waning, Ofcom’s findings reveal a notable increase in the use of AI tools among adults. The percentage of users jumped from 31% in 2024 to an impressive 54% in 2025. This uptick 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 actively utilising AI technology.
The survey, conducted from 29 September to 28 November last year with 7,533 respondents aged 16 and over, also highlighted a growing awareness of screen time. Approximately 67% of adults acknowledged that they sometimes spend too much time on their devices, a sentiment echoed by a separate Ofcom report showing that adults are now online for an average of four hours and 30 minutes daily—31 minutes longer than during the pandemic in 2021.
A Shift in Social Media Sentiment
Ofcom’s research also unearthed a shift in overall attitudes towards online engagement. While 59% of respondents previously viewed the benefits of being online as outweighing the risks, this figure has dipped from 72% last year and 71% in 2023. As users become increasingly aware of the potential downsides of social media, the sentiment appears to be shifting towards skepticism.
Dr. Ysabel Gerrard, a senior lecturer in digital media and society at the University of Sheffield, noted that some young adults are opting for “dumb phones” and reminiscing about the simplicity of earlier social media platforms like MySpace. “When social media first gained popularity in the UK in the mid to late 2000s, sharing updates and photos was thrilling, but that novelty has faded,” she remarked.
Changing Landscape of Social Media
The Ofcom report arrives at a time when the social media landscape is undergoing dramatic changes, with short-form video content now dominating platforms. Users are increasingly exposed to algorithm-driven feeds that prioritise viral videos over posts from friends. Navarra asserts that these platforms have morphed into “algorithmic, video-first entertainment platforms,” distancing users from the original social connections that once characterised social media.
Ben Woods, a creator economy analyst at Midia Research, believes this evolution has led to a decline in the social aspect of these platforms. “As social media begins to resemble television, users naturally shift from participants to viewers,” he explained. The trend of social media platforms offering financial incentives to creators further exemplifies this transformation, as Facebook attempts to lure TikTok and YouTube talent with enticing deals.
Why it Matters
The findings from Ofcom’s survey paint a vivid picture of a digital world in flux, where privacy concerns and a desire for curated online experiences are shaping user behaviour. As social media becomes less about public engagement and more about personal choice, the implications for how we connect, communicate, and consume content are profound. This evolution signals a potential redefinition of social media’s role in our lives, as users navigate their digital footprints with greater caution and intentionality.
