UK Social Media Activity Declines as Video Apps and Privacy Fears Take Hold
Social media users in the UK are becoming less active on traditional platforms, driven by the surge of video-oriented apps and growing anxieties about the long-term impact of their online posts, according to new research from the communications regulator Ofcom. The study highlights a significant shift in digital behaviour, with fewer adults engaging in posting, sharing, or commenting compared to previous years.
Drop in Active Engagement and Exploration
Ofcom's data shows that just under half of adult social media users, 49%, now actively post, share, or comment, a notable decrease from 61% in 2024. Additionally, the proportion of users exploring new websites has fallen from 70% to 56%. This decline in activity is attributed to two main factors: the increasing dominance of video apps and concerns about historic posts resurfacing to damage reputations or career prospects.
Joseph Oxlade, senior research manager at Ofcom, explained that the rise of platforms like TikTok and Instagram's Reels feature has led some users to reduce their posting and commenting on these sites compared to more text-based platforms such as Facebook. He noted, "They are increasingly concerned about what they have posted online being there permanently and therefore potentially impacting on them later in life."
Growing Fears Over Past Posts and Data Privacy
The proportion of adults worried about their posts causing future problems has increased from 43% in 2024 to 49% last year. Historic internet posts have proven embarrassing for public figures, such as actor Karla Sofía Gascón, whose Oscar campaign was derailed by old tweets. Oxlade added that concerns over data privacy violations, including misuse of personal photos, also contribute to the trend.
Despite these fears, social media use remains widespread, with 89% of adult internet users accessing at least one platform. The findings are based on a survey of 7,500 people across the UK aged 16 and over, published in Ofcom's annual adults' media use and attitudes report.
Personal Stories and Shifting Behaviours
The report includes insights from a panel of 20 adults regularly interviewed by Ofcom. Sheila, 52, has left Facebook entirely and avoids chatting apps, while Brigit, 25, rarely posts now, contrasting with her younger self who shared daily updates. Some panel members have shifted to time-limited posts like Instagram Stories instead of permanent grid posts, and use of Instagram and Facebook has become more limited, with a focus on specific activities like local online groups.
Broader Trends: Online Risks and AI Adoption
Other data released by Ofcom shows that the proportion of adults who believe the benefits of being online outweigh the risks has dropped to 59% in 2025 from 72% in 2024. Fewer social media users think apps are good for their mental health, falling from 42% to 36%. Meanwhile, active use of AI tools is on the rise, with 54% of UK adults using technologies like ChatGPT, up from 31% in 2024. Around 12% use AI for conversation, increasing to 19% among 25-34-year-olds.
Ofcom observed that some users interact with AI as if it were a person, seeking relationship advice or companionship when working from home. AI is also being employed for creative tasks, such as writing wedding speeches or planning room layouts, indicating a growing integration of technology into daily life.
