G&G verified business evidence
In 2024, nine in ten UK adult internet users aged 16 and over used social media.
Online Nation 2025 cites Ofcom’s Adults’ Media Literacy Tracker 2024 for this rounded measure. The population is adult internet users aged 16 and over, not all UK adults.
Rounded headline measure based on the Adults’ Media Literacy Tracker 2024.
Ofcom
Online Nation 2025
The report cites Ofcom research finding that nine in ten adult internet users aged 16 and over use social media.
Ofcom. Online Nation 2025. 10th of December, 2025. https://www.ofcom.org.uk/media-use-and-attitudes/online-habits/online-nation
Social media reaches most UK adult internet users, making it an important potential communication and discovery channel. Reach alone does not determine whether it is the right acquisition or service channel for a particular SME audience.
Ofcom reported that nine in ten UK adult internet users aged 16 and over used social media in 2024. The measure comes from Ofcom’s Adults’ Media Literacy Tracker and is expressed as a rounded population share.
The statistic measures use of social media among adult internet users, not frequency, platform preference, attention, commercial intent or trust. High overall use can coexist with large differences by age, platform and purpose.
The denominator excludes adults who do not use the internet and the measure is rounded. It is survey-based and does not represent audited platform audiences or business customers specifically. Social-media use does not demonstrate exposure to, engagement with or purchase from SME content.
G&G perspective: choose platforms from customer evidence and the role each channel plays in discovery, proof, service or retention. Track meaningful enquiries, assisted conversions and customer value alongside reach, and avoid spreading limited resources across platforms that do not support the business objective.
Essential cookies required for the site to function. Cannot be disabled.
Cookies that help us understand how visitors use the site.
Cookies used to deliver relevant advertisements.
Privacy Policy Terms of Service
