Is the UK falling out of love with social media?

"Britain's communications watchdog reported that UK adults were becoming less active on social media platforms, with just under half of adult social media users now posting, sharing or commenting."

"A central issue driving the data is the changing nature of social media itself, with the rise of apps such as TikTok leading to more passive consumption and less active engagement."

"Joseph Oxlade, a senior research manager at Ofcom, noted that it is much harder for people to play in these spaces themselves, reflecting a significant shift in user behavior."

"The UK is TikTok's largest European user base, with more than 30 million people using the platform, indicating a major shift in how social media is consumed."

UK adults are increasingly hesitant to engage on social media, with only 49% actively posting, sharing, or commenting, down from 61% in 2024. Factors contributing to this decline include a rise in passive consumption, concerns over mental health, and the impact of historical posts. The shift in social media dynamics, particularly with the popularity of TikTok and Instagram's Reels, has made active participation more challenging. Users are now more focused on consuming viral content rather than sharing personal milestones.

Read at www.theguardian.com