Ofcom released their annual ‘Online Nation’ report in November 2024, detailing how people are spending their time online. Some of the notable findings of the report include:

  • UK adults spend on average 4 hours 20 minutes online each day.
  • 48% of the time spent online is on services owned by ether Google or Meta.
  • Google search reach dropped for the first time ever (down from 86% to 83%).
  • Search (particularly Google) is still dominant. However, established search engines have lost market share amidst increasing Generative AI use.

We had a chat with our Media Manager, Ian, about his thoughts on the findings and what he thinks this means for advertising going forward:

Was there anything that stood out for you in the findings?

“The 2024 Ofcom Online Nation report had several standout findings that highlight key shifts in online behaviour. One of the most striking is the gender difference in online engagement. Women, particularly those aged 18-24, are spending significantly more time online than men of the same age group. On average, this demographic spends 6 hours and 36 minutes daily online, exceeding their male counterparts by over an hour. This points to an opportunity for brands to tailor more content and advertising strategies toward this engaged demographic.

“Another notable trend is the rapid rise of Reddit. It has now surpassed X (formerly Twitter) to become the UK’s fifth most popular social media platform. This shift underscores the growing appeal of community-driven platforms that focus on discussion and niche interests.

“For the first time ever, more UK adults are getting their news online (71%) than through television (70%). This marks a significant milestone in the transition from traditional to digital media consumption.

“For me, the most significant finding was that Google Search saw its first-ever drop in reach, declining from 86% to 83% among adults. While still dominant, this change signals a maturing digital landscape where alternatives might be gaining traction. Additionally, generative AI (GenAI) is driving a tenfold increase in traffic to retail sites, a development that advertisers and marketers cannot afford to ignore.”

What would you say are the most significant changes in online usage?

“First, the average daily time UK adults spend online has increased dramatically, climbing to 4 hours and 20 minutes from 3 hours and 41 minutes in 2023. This rise is even more pronounced among younger adults, reflecting how deeply digital platforms are embedded in their daily lives.

“Second, platform preferences are diverging by gender. Women dominate visual and lifestyle-driven platforms like Pinterest, Instagram, TikTok, Snapchat, and Facebook. Men, on the other hand, are gravitating toward platforms like Reddit, Quora, LinkedIn, and YouTube, which emphasize discussions, professional networking, and video content. These differences emphasize the need for targeted and platform-specific advertising strategies.”

Are there any trends you think we’re likely to see in the next few years?

“Traditional TV news is losing its grip. Online news has now overtaken TV as the go-to source for UK adults, and this is especially true for younger audiences. It’s a clear signal that digital-first platforms will continue to grow, opening up big opportunities for advertisers targeting these groups.

“Social media is changing. Take Reddit, for example—its growth highlights how much people value authentic, community-driven content. Platforms that focus on real engagement over glossy, polished presentations are likely to follow suit.

“Generative AI is a game-changer. The rapid rise of GenAI is already reshaping how people search, shop, and interact online. Businesses will need to adapt quickly, especially when it comes to SEO strategies, to make sure they stay visible in AI-driven search results and align with these new user journeys.”

How do you think advertising will be affected?

“Despite its slight decline in reach, Google Search remains a cornerstone of the advertising ecosystem in the short term at least. It does however act as a reminder to advertisers about the importance of a media mix and a digital channel mix. 

“Video content will continue to dominate, particularly short-form formats on TikTok, Instagram, and YouTube. These platforms’ popularity ensures that concise, engaging, and shareable content will remain crucial.

“Live-streaming and interactive ads are also poised for growth, offering brands a way to engage audiences in real time.

“Finally, as mobile devices account for the majority of online traffic, mobile-first advertising strategies—such as vertical videos and app-based ads—will be more critical than ever.”

What do you recommend businesses do in response to this?

“The key for businesses is to stay flexible and creative. The rise of GenAI means the digital landscape is evolving even more quickly than normal, so it’s important to keep up. Start by diversifying your approach—don’t continue to use the same digital channels because they are the ones you’ve always used, understand your customers, and explore platforms where your audience spends the most time.

“Also, make sure you’re paying attention to the data. Analytics are your best friend when it comes to understanding what’s working and what isn’t. The more you know about your audience’s preferences and habits, the more tailored and effective your ads will be.

“Finally, focus on creating content that feels real and relevant. People are drawn to ads that add value, whether that’s through humour, useful information, or entertainment. Short-form videos, live streams, and interactive formats are great ways to capture attention and keep your audience engaged.

“In short, be adaptable, stay informed, and always prioritise connecting with your audience in a meaningful way.”