Brits Are Turning Away from X and Generative AI: A Deep Dive into Ofcom’s Latest Report
Elon Musk’s social media platform, X (formerly known as Twitter), is losing its grip on the UK audience, and it seems adult Brits aren’t particularly enthusiastic about generative AI tools either. These revelations come from Ofcom’s Online Nation report, an annual deep dive into the online habits of UK citizens. The findings paint a fascinating picture of how Brits are spending their time online and their evolving relationship with technology.
Brits Spend Over Four Hours Online Daily
According to the report, UK adults spent an average of four hours and 20 minutes per day online in May 2024. This screen time spans across tablets, smartphones, and computers, underscoring the central role of digital devices in modern life. However, not all platforms are thriving in this digital ecosystem.
X’s Decline: A Troubling Trend
One of the most striking findings in the report is the continued decline in the popularity of X. The platform’s total UK adult reach has been steadily shrinking over the past few years. In May 2022, X reached 26.8 million adults in the UK. By May 2023, that number had dropped to 24 million, and in May 2024, it fell further to 22.1 million—a year-on-year decline of 8 percent.
This drop has pushed X down the rankings of social media platforms in the UK. Once a dominant force, it now sits in sixth place, trailing behind Reddit, which has seen a remarkable 47 percent year-on-year growth, reaching 22.9 million users in May 2024. Reddit’s rise highlights a shift in user preferences, as more people gravitate toward platforms offering niche communities and diverse content.
What’s Behind X’s Struggles?
The decline of X in the UK aligns with broader trends observed by other research organizations. For instance, UK-based SOAX reported an 8.83 percent decrease in X’s monthly active users since 2022 and a 5.14 percent drop since 2023. This downward trajectory comes despite global growth in social media usage, as noted by Statista.
Many attribute X’s struggles to its change in ownership. Elon Musk acquired the platform for a staggering $44 billion in October 2022. Under Musk’s leadership, X has positioned itself as a champion of free speech. However, this shift has been polarizing, with some users embracing the platform’s new direction and others criticizing it for enabling hateful content.
Search Engines Also Losing Ground
It’s not just X that’s facing challenges. Ofcom’s report reveals that Google’s dominance in the UK search engine market has slipped slightly. In May 2024, 83 percent of online adults visited Google, down from 86 percent the previous year. Microsoft’s Bing experienced an even steeper decline, with its usage dropping from 46 percent to 39 percent over the same period.
Both Google and Microsoft have been investing heavily in artificial intelligence, integrating generative AI features into their search engines. Despite these efforts, the adoption of AI tools among UK adults remains sluggish.
Generative AI: A Lukewarm Reception
Generative AI tools like ChatGPT have been making waves globally, but their reception in the UK has been mixed. According to Ofcom, ChatGPT is the most popular generative AI tool among UK users, followed by Microsoft’s Copilot, which has been used by 15 percent of internet users aged 16 and over. Google’s Gemini, a relatively new entrant, has already captured 10 percent of users.
However, more than half of UK adults surveyed have yet to use any generative AI tools. Among those who haven’t, 38 percent said they were “not interested,” and 35 percent stated they “did not need to.” These figures suggest that while AI is a hot topic in tech circles, it has yet to resonate with the broader public.
How Are Brits Using AI?
Of the 48 percent of adults who have used generative AI, many are engaging with it “for fun.” Forty-three percent have used AI tools for work-related tasks, with content discovery being the most popular activity. However, trust in AI remains low, with less than one in five users (18 percent) expressing confidence in the output of these tools.
Younger Generations Embrace AI
The story is slightly different for younger users. Among those under 16, 54 percent reported using a generative AI tool. Of these, 53 percent said they had used AI for schoolwork, while 63 percent used it “for fun.” This generational divide suggests that AI adoption may accelerate as younger, tech-savvy users grow older.
Investors May Need to Be Patient
Despite the buzz around AI, the slow adoption rates among UK adults indicate that the technology’s full potential has yet to be realized. Investors betting on AI’s transformative power may need to exercise patience as the market matures and public trust in AI tools grows.
Key Takeaways
- UK adults spend an average of 4 hours and 20 minutes online daily.
- X’s UK adult reach has declined from 26.8 million in 2022 to 22.1 million in 2024.
- Reddit has seen a 47 percent year-on-year growth, surpassing X in popularity.
- Google and Bing have both experienced declines in UK search engine usage.
- Generative AI adoption remains slow, with more than half of UK adults yet to use such tools.
- Younger users are more likely to engage with AI, particularly for schoolwork and entertainment.
As the digital landscape continues to evolve, platforms like X and technologies like generative AI face both challenges and opportunities. While some trends point to declining engagement, others highlight areas of growth and potential. The coming years will be crucial in determining how these technologies adapt to meet the needs of their users.
Originally Written by: Paul Kunert
