While British adults are less active on social media, more than half now use AI tools, a new report from the U.K.’s media regulator has found.
In research published Thursday, Ofcom assesses how Brits use, understand, and feel about the media and online services they interact with in their daily lives. The company tracked trends in the U.K.’s media habits and online behaviours over the last year. At a time when trust in the mainstream media is waning and AI looms large, the numbers are telling.
The report found that U.K. adults are officially less active on social media, favoring “limited lifespan over permanent posts.” Social media use remains widespread, with nine in 10 adult internet users (89 percent) using at least one social media platform, and this rises to 97 percent among 16–34-year-olds.
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But the research also suggests that
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