The internet is evolving rapidly, and Ofcom’s Online Nation 2024 report is here to show us how. This comprehensive study reveals trends in search behaviour, social media use, and the online habits of UK adults. Whether you’re a small business owner or a digital enthusiast, understanding these trends is essential for staying ahead.
This blog will break down the key takeaways, offer actionable advice, and include visuals to help you understand what these changes mean for your business.
Search Trends: AI Takes the Stage
What’s happening?
Search engines remain a cornerstone of online activity, with 90% of UK adults using one in May 2024. Google dominates, reaching 83% of UK users, though its usage has dipped slightly from 86% in 2023. Microsoft’s Bing comes second, but its reach fell from 46% to 39% over the past year.
A major shift is the integration of generative AI into search. Tools like Microsoft Copilot and Google Gemini allow users to ask detailed questions and receive conversational answers. These tools are gaining traction, with 15% of users trying Copilot and 10% using Gemini within months of their launch.
Search Engine Reach in the UK, May 2024
| Search Engine | % of UK Adults Using (2024) | % Change Since 2023 |
|---|---|---|
| 83% | -3% | |
| Bing | 39% | -7% |
| Yahoo! and Others | 28% | No change |
What Can You Do?
If you’re a small business owner, you need to prepare for this shift towards AI-powered search. Here’s how:
- Optimise for Questions: Think about what your customers ask—e.g., “What’s the best café in Swindon?” Answer these questions directly on your website.
- Embrace Local SEO: Many searches are location-based. Make sure your business is listed on Google My Business and update your address, opening hours, and contact details.
- Prepare for Voice Search: AI tools often power voice assistants like Siri and Alexa. Use conversational language on your website to match how people speak.
Social Media: Meta and TikTok Rule the Day
What’s happening?
Social media is still where people spend a lot of their time online. Meta’s platforms (Facebook, Instagram, and WhatsApp) reach 96% of UK users, while Alphabet’s (Google, YouTube) hit 99%. On average, people spend over 2 hours daily on platforms owned by these two giants.
Interestingly, Reddit has seen a huge 47% increase in reach, with its younger audience (18-24) driving its growth. TikTok remains incredibly popular with Gen Z, who spend an average of 64 minutes daily on the app.
Average Daily Time Spent on Social Media Platforms
| Platform | Time Spent (Minutes/Day) | User Group Focus |
|---|---|---|
| 39 | Older Adults | |
| TikTok | 64 | 18-24-Year-Olds |
| 45 | Broad, Skewing Female | |
| 22 | 18-34-Year-Olds |
What Can You Do?
- Match Content to Platforms:
- Use TikTok and Instagram for short, fun videos targeting younger audiences.
- Post more detailed content on Facebook for an older, local audience.
- Engage with Trends: Younger users flock to platforms like Reddit and TikTok. Stay relevant by participating in trends and responding to user-generated content.
- Monitor Analytics: Regularly review your social media insights to see what’s working. Adjust your strategy based on engagement metrics like likes, comments, and shares.
Smartphone-First World
What’s happening?
Three-quarters of UK adults’ online time is spent on smartphones. Apps like WhatsApp (91% reach), Facebook (82%), and Google Maps (73%) are staples for UK users.
Time Spent by Device, May 2024
| Device | Time Spent Online (Hours:Minutes) | % |
|---|---|---|
| Smartphone | 3:15 | 75% |
| Computer | 0:32 | 12% |
| Tablet | 0:32 | 13% |
What Can You Do?
- Mobile-Friendly Websites: Make sure your website is responsive, meaning it looks great and works well on all devices.
- Optimise Load Times: People won’t wait for a slow site. Compress images and improve hosting if needed.
- Consider Mobile Ads: Invest in smartphone-friendly ads, such as Instagram Stories or YouTube Shorts.
Practical Tips for Small Businesses
Here’s how to use these trends to your advantage:
- Content That Answers Questions: Whether on social media or your website, create content that solves problems or answers questions directly.
- Be Active Where It Matters: Focus your energy on the platforms your audience uses most. For Gen Z, that might mean TikTok or Instagram. For older audiences, Facebook remains vital.
- Invest in Video: Platforms like YouTube and TikTok dominate engagement. Even simple, smartphone-shot videos can help showcase your products or tell your brand story.
- Use Analytics Wisely: Regularly review what’s working. Are your TikTok videos getting more views than Facebook posts? Shift your focus accordingly.
Conclusion: Keep Adapting
The Online Nation 2024 report offers a clear picture of the UK’s digital habits. For small businesses, this is an opportunity to align your strategies with how people are searching and spending their time online.
Want help optimising your website or social media? Get in touch with the team at O’Brien Media. We specialise in helping businesses like yours thrive in a digital-first world.