Recent findings from Ofcom reveal a significant shift in the social media landscape, with fewer adults in the UK actively engaging on platforms like Instagram, Facebook, and X. While the use of AI technologies is on the rise, a growing number of users are expressing concerns about their online presence and screen time. This trend signifies a move towards more private digital interactions, highlighting a desire for intentional engagement over passive consumption.
A Drop in Active Participation
Ofcom’s latest survey indicates that only 49% of UK adults reported actively posting, commenting, or sharing content on social media—down from 61% the previous year. This shift suggests a transition towards “passive” social media use, where individuals prefer to consume content rather than contribute to it. Social media strategist Matt Navarra suggests that users are seeking “digital self-preservation,” opting for smaller, more intimate spaces such as group chats and direct messages instead of broadcasting to a wider audience.
“We haven’t seen a decline in love for social media; instead, people are becoming more deliberate in their participation,” Navarra noted in a conversation with the BBC. With growing fears about the potential repercussions of online sharing, many users now perceive their online presence as a liability rather than a form of self-expression. “Social media isn’t becoming less social; it’s simply becoming less public,” he added.
The Rise of AI and Changing Attitudes Towards Screen Time
The Ofcom survey, which queried 7,533 adults aged 16 and over from September to November last year, also revealed that the adoption of AI tools is increasing significantly. The percentage of adults using AI jumped from 31% in 2024 to 54% in 2025, with younger demographics leading the charge. An impressive 80% of respondents aged 16 to 24 and 75% of those aged 25 to 34 reported using AI technologies in their daily lives.
Interestingly, the survey also highlighted that the average UK adult spends approximately four and a half hours online each day. For the first time, Ofcom asked participants about their feelings towards screen time, revealing that 67% acknowledge spending too much time on their devices. Comparatively, adults are now online for 31 minutes longer daily than they were during the pandemic in 2021.
A Shift in Social Media Sentiment
The findings point towards a growing dissatisfaction with online engagement. The proportion of adults viewing the benefits of being online as outweighing the risks dropped from 72% last year to just 59% in 2025. This decline in optimism was consistent across various age groups, regardless of their level of online activity.
Dr. Ysabel Gerrard, a senior lecturer in digital media and society at the University of Sheffield, noted a nostalgic yearning for the early days of social media, when posting updates felt fresh and exciting. “Many young adults are even swapping smartphones for basic phones, perhaps seeking the simpler times of platforms like MySpace,” she explained. The shift in sentiment is further echoed by participants in Ofcom’s qualitative Adults’ Media Lives tracker, with one 25-year-old remarking on their reduced posting frequency: “I used to share what I was having for dinner, but now I rarely post anything.”
The Evolving Social Media Landscape
These trends emerge against a backdrop of a rapidly evolving social media environment, where short-form video content has become the dominant form of engagement. Platforms like Instagram and Facebook now prioritise algorithm-driven video content over posts from friends, shifting the focus away from personal connections. Navarra emphasises this transformation: “Social feeds are no longer about your friends; they have become algorithmic, video-first entertainment platforms.”
Ben Woods, an analyst at Midia Research, describes this evolution as social media becoming “less social,” as users increasingly consume content rather than engage with it. The rise of creator-driven platforms like YouTube and TikTok has contributed to this shift, turning social spaces into entertainment hubs. “As platforms start to resemble TV, users naturally adopt a viewer mindset, moving away from active participation,” Navarra concluded.
Why it Matters
The decline in active engagement on social media raises critical questions about the future of digital interaction. As users become more cautious and intentional in their online behaviour, the platforms themselves must adapt to maintain relevance. Understanding this evolving landscape is essential for marketers, content creators, and social media companies aiming to foster genuine connections in a world where privacy concerns and digital fatigue are at the forefront of users’ minds.
