2025 UK Social Media Statistics

For social media managers, staying current with social media statistics is not just about satisfying curiosity. Understanding who is using which platforms, for how long, and for what purpose, forms the bedrock of an effective social media calendar.

Taking a closer look at UK social media usage statistics will give you a deeper understanding of the digital habits that shape online engagement. Moreover, with the increasing influence of younger generations, grasping Gen Z social media usage in the UK is crucial for ensuring your strategies continue to capture new audiences.

So join us as we empower you with the data you need to craft powerful campaigns. We believe that robust analytics, combined with a deep understanding of audience behavior, creates a winning formula. This article will break down the latest social media data, focusing on the UK market, and provide actionable insights for your campaigns.

The Global Picture: World Social Media Statistics

As of 2025, according to datareportal.com the are over 5.3 billion active social media user identities globally, representing approximately 65% of the world’s population. This figure shows a 4.7% increase vs last year, adding around 266 million new users in the past 12 months alone.

On average, a user spends around 2 hours and 26 minutes on social media per day and interacts with 6.7 different platforms monthly. Mobile usage remains dominant, with over 99% of access occurring via smartphones.

When we look at the top platforms by monthly active users globally in 2025:

• Facebook still holds the top spot with 3.07 billion monthly active users.
• YouTube follows closely with 2.9 billion users.
• WhatsApp has 2.8 billion users.
• Instagram stands strong at 2.09 billion monthly active users.
• TikTok continues its rapid growth with 1.92 billion users.

* All data from datareportal.com

While Facebook retains its massive user base, particularly for groups and events, platforms like TikTok and Instagram are particularly dominant among younger audiences, and their growth rates reflect this. TikTok, for instance, has seen significant yearly growth, cementing its place as a growth champion. Threads, Meta’s text-based platform, has also seen a surprising comeback, reaching 285 million monthly active users globally. Conversely, some platforms like X (formerly Twitter) have seen a slight decline in monthly active users.

These global figures provide a wide perspective, but for social media managers, narrowing your view down to your market is key.

Focusing on the UK: Social Media Usage Statistics UK 2025

The UK is a highly connected nation, with digital behaviors often setting trends for other markets. As of January 2025:

• There are 67.8 million internet users in the UK, representing a 97.8% internet penetration rate.
• The UK is home to 54.8 million social media user identities, 79.0% of the total population.
• Interestingly, the number of social media user identities in the UK saw a slight decrease of 2.5% (1.4 million users) between early 2024 and early 2025. This might signal a market maturity or a slight re-evaluation of social media habits among some users, though actual user numbers are unlikely to have declined to the same extent as reported “user identities” due to data collection nuances.
• Of the social media users aged 18 and above, 49.9% are female and 50.1% are male, indicating a near-even gender split.

* All data from datareportal.com

Key Platforms in the UK by User Base (early 2025):

• YouTube: 54.8 million users (79.0% of the total population).
• Facebook: 38.3 million users (55.2% of the total population, and 64.6% of the eligible audience aged 13+). Facebook remains widely used, especially for its combined services with Messenger.
• Instagram: 33.4 million users (48.2% of the total population, and 56.3% of the eligible audience).
• TikTok: 24.8 million users aged 18 and above.
• LinkedIn: 45 million members (64.9% of the total population).
• Pinterest: 15.5 million users (22.4% of the total population).

* All data from datareportal.com

Usage Trends in the UK:

• Mobile Dominance: Over 90% of social media interactions happen on mobile devices, reinforcing the need for mobile-first content strategies.
• Quality over Quantity: The slight dip in daily social media usage suggests a consumer preference for quality over sheer volume of content. Brands need to focus on engaging, high-quality posts that capture attention efficiently.
• Social Commerce Growth: The UK social commerce market is projected to more than double, reaching £16 billion by 2028, underscoring the growing importance of social media for direct sales and conversions.
• News Consumption: Over half of UK adults (52%) now use social media for news, up from 47% in 2023, highlighting social media’s role as a news source.

These UK social media usage statistics provide a solid foundation for understanding the broader user base. Now, let’s narrow our focus to today’s most influential demographic.

Gen Z Social Media Usage UK: The Trendsetters

Gen Z (typically defined as those born between the mid-1990s and early 2010s) are digital natives, and their social media habits are reshaping the landscape. Understanding Gen Z social media usage in the UK is paramount for brands aiming to connect with this influential demographic.

Key Characteristics of Gen Z Social Media Usage:

1. Video-First Approach: Gen Z strongly gravitates towards video-centric platforms.
   • TikTok: This platform remains exceptionally popular with Gen Z. The average active UK user spends a remarkable 49 hours and 29 minutes per month on TikTok’s Android app. This is more than double the time spent on YouTube (19 hours and 10 minutes) and triple the time on Facebook (16 hours and 45 minutes).
   • YouTube: Despite TikTok’s rise, YouTube remains a top platform for Gen Z globally, with 78% of Gen Z users engaging with it, particularly for long-form content and education.
   • Instagram Reels: Instagram remains strong, particularly with its Reels and Stories features. Instagram has even become more popular among Gen Z than millennials, with 52.4 million Gen Z users globally in 2025. Instagram’s popularity among young adults (18-34 years) in the UK is significant, with its reach increasing to 81.2% among 18-34-year-olds in May 2024.
2. Discovery Over Direct Search: Gen Z often uses social media platforms, especially TikTok, as their primary search engine for finding information, products, and news. 77% of Gen Z use TikTok for product discovery, and 63% for news. This means brands need to optimize their content for in-platform search and discovery.
3. Authenticity and Relatability: Gen Z values genuine connection and authenticity over polished, overly curated content. They are drawn to brands that communicate with sincerity and meaning. Micro-influencers, who often embody greater relatability, are a growing focus for brands targeting this group.
4. Community-Driven Engagement: Gen Z seeks communities around shared interests. Platforms like Reddit are gaining traction, with 71% of 18-24-year-olds in the UK using it by May 2024. Brands should consider how they can foster genuine community spaces online.
5. Social Commerce: Gen Z is highly engaged in social commerce. They use platforms like TikTok, Instagram, and YouTube for product research, reviews, and purchasing decisions. Brands should integrate shoppable features and engaging product content directly into their social media strategies.
6. Multi-Platform Usage: Gen Z does not restrict itself to one platform. They are highly active across multiple networks, often using different platforms for different purposes. This requires a diversified content strategy from social media managers.
7. Digital Exhaustion: Interestingly, while Gen Z is hyper-connected, 73% globally report feeling digitally exhausted. This suggests a desire for more meaningful, less draining online interactions and even a craving for real-world connections. Brands that offer experiences that help avoid digital exhaustion or foster offline engagement might resonate deeply.

Tips for Brands Targeting Gen Z in the UK:

• Prioritize Short-Form Video: Invest heavily in TikTok and Instagram Reels.
• Focus on Discoverability: Optimize content for in-platform search with relevant keywords and descriptive captions.
• Embrace Authenticity: Partner with micro-influencers and create content that feels real and relatable.
• Build Community: Explore opportunities on platforms like Reddit or within niche Facebook Groups.
• Integrate Social Commerce: Make it easy for Gen Z to discover and purchase products directly on social media.
• Offer Value Beyond Promotion: Create educational, entertaining, or inspiring content that addresses Gen Z’s needs and interests, contributing to “micro joy moments” in their daily digital lives.

7 Actionable Insights for UK Social Media Marketers

The social media statistics for the UK in 2025 provide a clear roadmap for social media managers. Here’s how you can translate these insights into effective strategies:

1. Know Your Audience (Beyond Demographics): Use Metricool’s analytics to delve into your specific audience’s behavior. While general statistics are helpful, your brand’s unique followers might have different prime times for engagement or preferred content formats.
2. Strategic Platform Selection: Don’t try to be everywhere at once without purpose. The data confirms that different platforms have different strengths and user demographics.
   • For broad reach and older demographics, Facebook remains essential, particularly for groups and local community engagement.
   • For visual inspiration and product discovery, Instagram and Pinterest are key.
   • For video-first content and reaching younger audiences (especially Gen Z), TikTok and YouTube Shorts are non-negotiable.
   • For B2B and professional networking, LinkedIn continues to be the dominant force.
3. Invest in Video Content: The statistics consistently point to the dominance of video, especially short-form. Prioritize creating engaging Reels, TikToks, and Shorts.
4. Optimize for In-Platform Search: Users are searching directly on social media. Ensure your profiles, captions, and content are optimized with relevant keywords to be discoverable.
5. Foster Authentic Engagement: Algorithms reward genuine interaction. Respond to comments, run polls, host Q&As, and create content that encourages conversation.
6. Consider Social Commerce: As social commerce grows, explore features like Instagram Shopping, TikTok Shop, and shoppable Pins to streamline the path from discovery to purchase.
7. Embrace Data-Driven Decisions: Continuously monitor your content performance using Metricool. Track which posts resonate, which platforms deliver the best results, and how your audience responds to different strategies. This iterative process is essential for adapting to the ever-changing social media habits of social media users statistics UK.

By understanding these social media statistics, especially the nuances of Gen Z social media usage in the UK, social media managers can build truly impactful strategies that connect with their audience and drive measurable results. The data is clear: informed decisions lead to better outcomes.

Kalum , 30 June 2025