Social media habits in the United Kingdom are changing rapidly, with fewer adults actively posting content and more people turning to artificial intelligence tools.
New data from Ofcom shows that only 49% of adults now post, comment, or share content online. This marks a significant drop from 61% the previous year. The shift suggests that many users now prefer a more passive approach to social media.
Experts believe users are becoming more cautious about what they share publicly. Concerns about privacy and future consequences have made people more selective. Many now choose private spaces such as direct messages and group chats instead of public posts.
Despite this change, overall social media use remains strong. Platforms like Instagram, Facebook, and X continue to attract large audiences. However, users increasingly consume content rather than create it.
At the same time, the use of AI tools has grown rapidly. More than half of adults reported using AI in 2025, up from 31% the year before. Younger users are driving this trend, with a large majority of those aged 16 to 34 regularly using AI technology.
Screentime also remains a concern. Around two-thirds of adults say they spend too much time online, reflecting growing digital fatigue.
The structure of social media platforms has also evolved. Video-focused content now dominates feeds, with platforms prioritizing entertainment over personal updates. As a result, users behave more like viewers than active participants.
