UK Social Media Usage Declines with Limited AI Interest Among Adults

Decline in Usage of Elon Musk's X Platform in the UK

The UK has witnessed a notable decrease in the usage of the social media platform X, once widely known as Twitter. Based on Ofcom’s recent Online Nation report, the trend showcases a gradual decline in the platform’s adult reach each year, with figures revealing a monthly audience drop from 26.8 million in May 2022 to 22.1 million by May 2024, marking an 8 percent year-on-year decrease. Despite efforts to retain its audience, X has experienced the most significant decline among all social platforms, ultimately being surpassed by Reddit, which showed a remarkable annual growth of 47 percent.

Factors Contributing to X’s Downward Trajectory

X has undergone several changes since its acquisition by Elon Musk for $44 billion in October 2022, potentially contributing to its decreased popularity. This shift not only altered its operational approach but also its brand perception, resulting in varied public reception regarding content moderation and free speech policies. Despite its continued global presence, these transformations have seemingly impacted user loyalty in the UK and Northern Ireland.

AI Adoption Lagging Amid Internet Search Preferences

Alongside the decline in X’s usage, Ofcom's report also sheds light on the landscape of AI adoption in Britain. While tech giants like Microsoft and Google are investing heavily in Artificial Intelligence (AI) technology, particularly generative AI, user engagement remains moderate. ChatGPT leads the generative AI tool usage, but overall, only 48 percent of surveyed adults had interacted with AI for various purposes, often for entertainment rather than practical application. Despite the presence of GenAI innovations such as Microsoft's Copilot and Google's Gemini, public engagement levels are yet to reflect a significant upswing in AI integration within daily life.

Google's Search Engine Market Share Faces Minimal Decline

Furthermore, Google's dominance in the search engine market in the UK has witnessed a slight decline, with user visits dropping from 86 percent to 83 percent year-on-year. Similarly, Microsoft's search engine, Bing, has seen its share decrease from 46 percent to 39 percent over the same period. These shifts indicate subtle changes in how the British public engages with digital search platforms, possibly swayed by the evolving AI-infused functionalities present in search engines today.

Generational Differences in AI Interaction

The report identifies apparent generational gaps in how AI is utilized, highlighting that more under-16s (54 percent) are engaging with GenAI tools, notably for academic purposes. In contrast, the majority of the older demographic remains hesitant to incorporate these technologies into routine tasks, reflecting a more cautious or indifferent stance towards adopting AI advancements in everyday settings.

These insights from Ofcom's findings point towards a cautious approach towards AI in the UK combined with a shift in social media habits, emphasizing the need for platforms and tech enterprises to align more closely with public interests and needs to ensure sustained engagement and growth.