The average U.K. adult now spends 4 hours and 20 minutes online each day, according to Ofcom’s Online Nation 2024 report, which tracks digital habits across the country. This increased from 2023, when the average was 3 hours and 41 minutes. Younger adults, particularly those aged 18-24, are driving this surge, spending 6 hours and 1 minute daily online, 1.5 hours more than the previous year. In contrast, those over 65 spend the least time online, averaging just 3 hours and 10 minutes.
Domination of tech giants
Alphabet (Google and YouTube) and Meta (Facebook, Instagram, and WhatsApp) control nearly half of all online time. YouTube leads the pack, visited by 94% of adults who spend an average of 49 minutes daily on the platform.
Meta platforms remain widespread, with 70% of adults using Facebook, Instagram, and WhatsApp. However, Facebook is losing traction with younger users, who spend just 15 minutes daily on the platform.
Regarding social media, YouTube, Facebook, Instagram, and TikTok remain the top platforms, but Reddit is the rising star. Its user base jumped 47% in a year, making it the fifth most popular platform with 22.9 million users.
Gender differences
Women spend more time online than men, with 4 hours 36 minutes versus 4 hours 3 minutes daily, partly driven by a preference for social media platforms like TikTok, which ranks higher among women. Conversely, men are emerging as early adopters of generative AI tools, with 50% having used them compared to just 33% of women.
Despite the benefits of connectivity, online risks are rising. Misinformation, offensive content, and harmful body image material remain prevalent, especially among teens. Ofcom found that 26% of adults encountered hateful content in 2024, up from 23% the previous year, while 30% of users reported seeing distressing material.
Alarmingly, 20% of children aged 8-15 have falsified their age to access platforms intended for adults.