December 10 2025
Top 10 Takeaways from Ofcom’s Online Nation Report 2025: Key Insights for Marketers and Digital Strategists
The Ofcom Online Nation Report 2025 provides vital insights into how UK adults and children are engaging with the internet, shifting patterns in online behaviours and the growing influence of major platforms like Alphabet, Meta and emerging technologies such as generative AI. These findings not only reflect significant changes in consumer habits but also highlight the evolving challenges and opportunities for businesses navigating the digital landscape.
Here are our top 10 takeaways from the report:
1. UK Adults Spend More Time Online Than Ever Before
The average UK adult now spends 4 hours and 30 minutes online daily, an increase of 10 minutes from last year. The report reveals significant generational differences in online habits. While young adults aged 18-24 spend 6 hours and 20 minutes online per day, older adults (65+) spend 3 hours and 20 minutes. As digital engagement continues to grow, businesses must consider these varying engagement levels when planning targeted campaigns.
2. Smartphones Dominate Online Engagement
Smartphones remain the device of choice for online activities, with 77% of all adult online time spent on mobile. Women are spending more time online than men, with a daily average of 4 hours 43 minutes compared to 4 hours 17 minutes for men. This reinforces the importance of mobile-first strategies for businesses, especially when developing content and advertising campaigns.
3. Alphabet and Meta Control Over Half of Online Time
Alphabet (Google) and Meta (Facebook, Instagram & Whatsapp) now account for 51% of all online time in the UK. Meta has overtaken Alphabet for the first time, with UK adults spending an average of 1 hour 10 minutes per day on Meta’s services, compared to 1 hour 7 minutes on Alphabet platforms. This dominance highlights the need for businesses to maintain strong presences on these platforms to engage effectively with consumers.
4. YouTube Remains the UK’s Most-Used Online Service
YouTube continues to lead the way as the most-used online platform in the UK, reaching 94% of adults and seeing an average of 51 minutes of use per day. WhatsApp also continues to show robust growth, with 90% of UK adults using the platform. For marketers, leveraging YouTube’s vast reach and WhatsApp’s engagement potential is essential for any digital strategy aiming for mass consumer interaction.
5. Generative AI is Reshaping Online Search
AI has increasingly integrated into online search behaviours. Around 30% of Google searches now feature AI-generated overviews, with 53% of UK adults reporting they frequently see AI summaries. ChatGPT alone saw 252 million UK visits in August 2025. This shift toward AI-driven search demands that businesses optimise their content for AI algorithms, ensuring visibility in this new digital environment.
6. Deteriorating Perceptions of the Internet
The perception of the internet among UK adults has worsened, with only 33% believing it’s good for society - a decline from 40% in the previous year. Moreover, just 29% of adults feel the internet has a positive impact on mental health. These concerns signal a need for businesses to address digital well-being and consumer trust in their online strategies, focusing on transparent, responsible engagement.
7. Misinformation and Scams Remain Major Concerns
Despite a slight decline in overall exposure to harmful online content, misinformation, scams and offensive material remain key issues for UK adults. Exposure to fake or deceptive images and videos has increased to 22%. Businesses need to ensure they are part of the solution by promoting authenticity and tackling misinformation, especially as consumer scrutiny increases.
8. Children’s Online Time and Platform Preferences
Children aged 8-14 now spend nearly 3 hours online daily, with YouTube and Snapchat accounting for more than 50% of their time. The prevalence of night-time use of platforms like YouTube, Snapchat, TikTok and WhatsApp suggests an opportunity for businesses targeting younger audiences to develop strategies that engage them during these peak usage times, while also considering the platform-specific behaviours.
9. Harmful Content and Digital Safety for Teens
Seven in ten secondary-age children encounter harmful content online, with bullying (58%), hate speech (49%) and dangerous stunts or harmful substances (49%) being the most common threats. As online safety continues to be a major concern for parents and educators, businesses need to prioritise safe digital environments, as well as invest in strategies that promote responsible usage.
10. Regretful Online Spending Among Children
A significant portion of children regret their online spending, with 32% regretting in-game purchases, 43% regretting social media-related purchases and 42% feeling that in-game buying is unclear. This indicates a need for greater transparency in digital transactions and for businesses to be more mindful in their approach to in-app and social media purchases, particularly when targeting younger audiences.
Conclusion
The Ofcom Online Nation Report 2025 underscores the evolving digital landscape and the increasing role of mobile, AI and major tech platforms in shaping how consumers interact online. Businesses must adapt to these changes by prioritising mobile optimisation, AI engagement and responsible content strategies to ensure relevance and maintain trust in an ever-shifting digital ecosystem.
By staying on top of these emerging trends, digital marketers and strategists can better align their campaigns with the needs and concerns of today’s online audience.
