Daniel Slotta
Research expert covering Greater China
Social media usage in the United Kingdom (UK) - statistics & facts
Social network usage has increased yearly in the United Kingdom, and social media juggernauts have kept up their high user counts. However, newcomers to the market have claimed niches and started new trends, establishing themselves as fierce competition. As of 2025, the UK had roughly 55.5 million active social media users, representing close to 80 percent of the population. WhatsApp was the most used social media service in the UK as of the second quarter of 2025, followed by Facebook and Instagram.
Gen Z leads, but Boomers aren't far behind
In the UK, social media is most popular among Gen Z and Millennials. As of 2026, social media reach among Gen Z stood at 98 percent, while 96 percent of Millennials were active on social networks. Usage decreases with age, though 87 percent of Baby Boomers were also present on social media. The gender split is nearly even, with women accounting for a slight majority of users. Additionally, 12 percent of social media users in the UK reported having a household income of less than 15,600 British pounds, showing that social platforms cut across all income brackets.
TikTok dominates screen time while Facebook holds market share
The UK population's overall usage of social media reveals just how integrated it's become into most people's lives. The most common activity on social media was sending private messages, followed by liking posts and commenting. When it comes to time spent, TikTok led all platforms with users averaging over an hour per day on the app, while YouTube came in second. Despite TikTok's engagement edge, Facebook still commanded roughly 63 percent of social network web visits in 2025, keeping its grip on the broader market.
Influencer spending and the rise of social commerce
The commercial side of UK social media continues to grow. Influencer advertising spending surpassed one billion U.S. dollars in 2024 and is projected to keep climbing through the end of the decade. TikTok, in particular, is becoming a shopping destination: social commerce revenue on the platform is forecast to surpass 1.5 billion U.S. dollars by 2029. As platforms blend entertainment with retail, the line between scrolling and spending in the UK is getting thinner every year.
