How Consumers Spend Their Time Online: Key Insights from Ofcom’s 2024 Report

Written by STM Agency | Dec 5, 2024 1:06:45 PM

The way we use the internet is evolving. Ofcom's latest Online Nation 2024 report reveals some fascinating trends in how UK adults spend their time online.

These insights can inform strategies for brands aiming to connect with their audiences through both organic and paid media.

More Time Online Than Ever Before

In 2024, UK adults spent an average of 4 hours and 20 minutes online daily, up significantly from 3 hours and 41 minutes in 2023. This leap highlights an increasing reliance on digital platforms for communication, entertainment, and information. Younger adults, especially those aged 18-24, are driving this trend, with an astonishing 6 hours and 1 minute spent online daily—up 1.5 hours compared to last year.

For brands, this growing online presence emphasises the importance of being where your audience spends their time. Platforms like TikTok, Instagram, and YouTube dominate younger demographics, making them essential channels for social media marketing.

Dominance of Major Players

Alphabet (Google, YouTube) and Meta (Facebook, Instagram, WhatsApp) together account for nearly half of all online time spent by UK adults. YouTube leads with 94% of adults using the platform, averaging 49 minutes daily. Meanwhile, Meta’s ecosystem retains a strong hold, with 70% of adults visiting its major platforms.

This dominance underscores the need for a strategic presence on these platforms. Brands should invest in:

Organic content: Tailored posts that resonate with specific audiences.
Paid advertising: Leverage precise targeting options to reach the right demographics effectively

Social Media Trends to Watch

Social media remains a cornerstone of online activity. Key insights include:

Fast growth of Reddit: Usage increased by 47% year-on-year, overtaking LinkedIn and X (formerly Twitter) in popularity.
Emergence of Threads and Bluesky: New platforms are gaining traction, providing opportunities for early adopters to engage with niche audiences.
TikTok’s gender divide: While popular with both men and women, it ranks higher among female users, reflecting broader engagement trends.

To stay competitive, brands should monitor emerging platforms and adjust their strategies to capitalise on new opportunities.

Generational and Gender-Based Insights

Ofcom highlights generational and gender differences in online behavior:

Gen Z’s online habits: Women aged 18-24 spend 1 hour longer online than their male counterparts, driven by content-heavy platforms like TikTok and Instagram.
Older demographics: Over-65s spend the least time online (3 hours, 10 minutes daily), but their adoption rates are gradually increasing.

Tailoring campaigns to these nuances can maximise engagement. For instance, lifestyle-focused content may resonate with younger women, while trust-building campaigns are essential for older audiences.

The Rise of Digital Concerns

While the benefits of being online are clear, the report also highlights growing concerns:

Misinformation: 39% of users aged 13+ reported encountering it, up from 2023.
Harmful content: Body image issues and harmful language remain significant problems, particularly for younger users.

Brands must prioritise ethical advertising and create inclusive, positive messaging to build trust and authenticity.

What This Means for Your Brand

The Ofcom report offers crucial takeaways for brands looking to optimise their digital presence:

Invest in the right platforms: Prioritise platforms like TikTok, Instagram, and YouTube for younger audiences, while maintaining a presence on Facebook and WhatsApp for broader reach.
Blend organic and paid strategies: Combine engaging organic content with targeted paid campaigns to maximise visibility.
Stay agile: Keep an eye on emerging platforms like Threads and Bluesky to seize early opportunities.
Champion responsible marketing: Address concerns around misinformation and harmful content by aligning with ethical advertising practices.

Read the full 2024 report by Ofcom by clicking here:

https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2024/online-nation-2024-report.pdf?v=386238

How STM AGENCY Can Help

At STM AGENCY, we specialise in helping brands navigate the fast-evolving digital landscape. Whether you’re looking to refine your social media strategy, launch a paid campaign, or explore new platforms, our expertise in organic social media, paid advertising, and creative content development ensures your brand stays ahead.

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