A recent study indicates a significant decline in social media activity among British adults. In 2024, six out of ten (60%) British adults were considered active on social media platforms, engaging through posts, reactions, and interactions. However, this year, fewer than half of them (less than 50%) meet that same activity threshold.
This twelve-point percentage drop over a single year does not stem from a broader disinterest in digital platforms, as a substantial 89% of adults continue to maintain a presence on at least one social media site.