Media Trends in the U.K.: AI Tools on the Rise and Changing Social Media Habits
A recent report from the U.K.'s media regulator reveals that British adults are less active on social media but are increasingly using AI tools. The report by Ofcom examines how Brits engage with media and online services in their daily lives, tracking trends in media habits and online behaviors over the past year. While social media use remains widespread, the research indicates a shift towards more passive and selective engagement, with fewer adults actively posting or sharing content.
According to the report, over half of U.K. adults now utilize AI tools, with younger adults driving this trend. Some individuals are interacting with AI as if it were a person, using it for various purposes such as seeking relationship advice or creative tasks like wedding speech writing. The use of AI tools like ChatGPT and Copilot is on the rise, particularly among the younger demographic.
Trust in news sources appears to be mixed and increasingly polarized, with varying levels of trust in mainstream media outlets. While most adults rely on mainstream media for news, trust levels vary among participants. Some individuals express deep mistrust of mainstream media and prefer to access news from independent content creators and citizen journalists on platforms like YouTube.
The report also highlights concerns about screen time and online behavior, with a decreasing number of adults feeling that the benefits of being online outweigh the risks. Additionally, fewer social media users believe that social media platforms are beneficial for their mental health. The findings suggest that many adults acknowledge spending too much time on their devices, indicating a growing awareness of screen time habits.
The Adults' Media Use and Attitudes Tracker conducted a quantitative survey of over 7,500 U.K. adults aged 16 and above, with fieldwork carried out from September to November 2025. The report sheds light on evolving media consumption patterns, the increasing use of AI tools, and changing attitudes towards social media and mainstream news sources.