New study reveals AI adoption patterns in the UK

The adoption of social media platforms and artificial intelligence tools in the UK shows shifting trends, with notable declines in certain platforms while others gain momentum, according to Ofcom’s latest Online Nation report examining British internet habits.

Key usage patterns: British adults spent an average of 4 hours and 20 minutes daily online across various devices in May 2024.

• X (formerly Twitter) experienced a significant decline in UK adult reach, dropping from 26.8 million users in May 2022 to 22.1 million in May 2024
• Reddit showed remarkable growth with a 47% increase year-over-year, reaching 22.9 million users
• The decline in X usage coincides with Elon Musk’s $44 billion acquisition in October 2022

Search engine dynamics: Traditional search platforms showed some weakness in their market positions during 2024.

• Google’s dominance slightly decreased, with UK adult usage dropping from 86% to 83%
• Microsoft’s Bing experienced a steeper decline, falling from 46% to 39% of users
• Both companies have integrated generative AI into their search results to maintain competitive positions

AI adoption trends: Generative AI tools have seen mixed reception among British users.

• ChatGPT leads in popularity among AI tools
• Microsoft’s Copilot secured second place with 15% of users aged 16 and over
• Google’s Gemini, despite being relatively new, ranked fourth with 10% adoption
• More than half of adults haven’t used generative AI, with 38% expressing disinterest
• Only 18% of users trust AI-generated content

Youth engagement: Younger demographics show notably different patterns in AI adoption.

• 54% of users under 16 have used generative AI tools
• 53% of young users employ AI for schoolwork
• 63% report using AI tools “for fun”

Future implications: The current landscape suggests a generational divide in technology adoption that could shape future market dynamics.

• The decline in traditional social media platforms like X indicates changing user preferences
• While AI adoption remains modest among adults, stronger youth engagement suggests potential for future growth
• Trust issues and perceived lack of necessity continue to present significant barriers to widespread AI adoption