Time spent online by adults in the UK increased by almost an hour in 2024, according to Ofcom.

Adults in the U.K. are spending an average of 4 hours and 20 minutes online each day across smartphones, tablets, and computers, according to Ofcom’s annual Online Nation report. This marks a significant increase from 2023, when adults spent an average of 3 hours and 41 minutes online. The rise is particularly driven by younger adults, with 18- to 24-year-olds spending six hours and 1 minute online, up from 4 hours 36 minutes in 2023. On the other end of the spectrum, adults over 65 spend the least time online at 3 hours and 10 minutes.

The report highlights the dominance of Alphabet and Meta in the online space in the U.K. These two companies account for nearly half of all time spent online by U.K. adults. YouTube is the most visited platform, with 94% of adults accessing it at some point during the year and spending an average of 49 minutes per day watching videos.

Women spend more time online than men, with women spending an average of 4 hours and 36 minutes compared to men’s 4 hours and 3 minutes. This trend is even more pronounced among Gen Z (18-24-year-olds), with women spending an hour longer online than men. The report suggests that this difference may be influenced by the types of content consumed, with women gravitating towards social media sites such as TikTok.

In terms of social media usage, YouTube, Facebook, Instagram, and TikTok lead the pack, with Reddit emerging as the fastest-growing platform. By May 2024, approximately half of the U.K. online adult population was using Reddit, up 47% from the previous year. Newer platforms like Bluesky and Threads are also gaining traction, with Bluesky experiencing a significant increase in users over a few months.

Generative AI services are still in the early stages, with men being more keen early adopters compared to women. Men are more likely to have used a GenAI service and have a better understanding of its benefits compared to women, according to the report.
Ofcom’s latest report findings hold significant importance, as they serve as the basis for the organization’s future investigations and initiatives. One key aspect highlighted is the upcoming release of Codes of Practice in the first half of 2025 to safeguard children online. The report also sheds light on various areas where online content and interactions are lacking in terms of safety.

Challenges in Online Safety
The report reveals a decline in the percentage of online adults who believe that the benefits of being online outweigh the risks, dropping from 71% to 67% in a year. Young adults, although more active online, struggle to maintain a healthy balance between their online and offline lives, with concerns about excessive screen time among older children.

Growing Concerns
Misinformation emerges as a prominent issue, with 39% of users aged 13 and older encountering it by June 2024. Additionally, 30% reported exposure to content that made them feel uncomfortable or upset, marking an increase from the previous year. Instances of hateful, offensive, or discriminatory content online are also on the rise, affecting 26% of adults compared to 23% in 2023.

Age Verification Challenges
Ofcom’s research indicates that 20% of 8- to 15-year-olds have misrepresented their age on social media platforms, posing challenges for age verification measures. While social media platforms are making more efforts to verify users’ ages, compliance with these checks remains a concern.

Content Concerns for Teens
Among users aged 13-17, 35% reported encountering offensive language online, a slight decrease from the previous year’s 40%. Harmful content related to body image continues to be a significant issue, particularly affecting female teenagers. Platforms like TikTok are taking proactive steps to address these concerns before facing regulatory intervention.