- UK adults are spending an average of 4 hours and 20 minutes online daily.
- The internet dominates daily life in the UK, with 99% of adults visiting Alphabet-owned platforms like YouTube and Google.
Ever wondered how much time Brits are spending glued to their screens? According to a report from Ofcom, UK adults are spending a staggering 4 hours and 20 minutes a day online as of May 2024. That’s nearly a fifth of the day spent scrolling, streaming, gaming, and shopping.
But here’s where things get interesting, although in some ways, not surprising: young adults are the biggest screen tenants. The survey revealed 18-24-year-olds spend an average of 6 hours and 1 minute online every day. When compared to those aged 65 and over, who spend just 3 hours and 10 minutes online every day, it’s safe to say that a generational gap in internet use is alive.
Women spend more time online
Gender also plays a role in screen time, with women consistently spending more time online than men across all adult age groups. The gap is widest among Gen Z, where women aged 18-24 spend over an hour longer online daily than their male counterparts (6 hours 36 minutes vs. 5 hours 28 minutes). This trend demonstrates how online habits vary not just by age, but also by lifestyle and interests.
Where someone lives in the UK affects the metrics. Adults in Scotland and Wales top the charts, with an average of 4 hours and 44 minutes, and people in England and Northern Ireland come in slightly lower at 4 hours and 16 minutes.
How does the UK compare to the US?
If you think UK adults spend a lot of time online, then the numbers in the US might blow your mind. Americans are clocking in a staggering 7 hours and 3 minutes online each day, according to Fortune article. Clearly, the “always online” lifestyle is a global phenomenon with large variations.
What’s keeping people hooked online?
No surprises here — big names like Alphabet (Google, YouTube) and Meta (Facebook, Instagram, WhatsApp) dominate the sources of digital distraction. In May 2024, Alphabet-owned platforms were visited by an incredible 99% of UK adults, with Meta close behind at 96%.
For younger adults, TikTok is the go-to platform. ByteDance, TikTok’s parent company, reached 75% of 18-24-year-olds, making it the most popular non-top 10 organisation for this demographic. Spotify and Snapchat are also Gen Z favourites, ranking among that group’s top 10 most-visited apps.
YouTube deserves special mention. It is the most widely used Alphabet-owned service, with 94% of UK adults using it in May 2024. People spend a huge amounts of time on the platform, with an average of 47 minutes daily. Men tend to spend more time watching videos than women, but women are slightly more likely to visit in general.
Gaming: The ultimate escape
Gaming has evolved into a full-blown cultural phenomenon. Ofcom found that 38% of UK households have at least one gaming console, with the PlayStation 5 edging out the Xbox Series X/S as the most popular choice. Interestingly, 34% of adults play games on their smartphones, and VR gaming is slowly gaining traction, particularly among younger players.
Subscriptions are also on the rise. 36% of gamers are signed up for services like PlayStation Plus or Xbox Game Pass. PlayStation Plus leads the pack, with 17% of gamers using it, while Xbox subscriptions come in second at 14%.
When it comes to games, EA Sports FC 24 is the reigning champ, boasting 2.93 million active users in May 2024. Epic Games’s Fortnite remains a strong contender, with players averaging 17 hours in the game during the month. Other favourites like Call of Duty and Grand Theft Auto also continue to figure highly.
Shopping online: The big players
People’s shopping habits have evolved dramatically, with Amazon positioned as the most popular online store. In May 2024, nearly 88% of UK adults visited Amazon, with a noticeable spike during July’s Prime Day. However, Chinese platforms like Temu, Shein, and AliExpress are quickly gaining popularity, especially among budget-conscious shoppers navigating the cost-of-living crisis.
Online marketplaces like eBay and Facebook Marketplace are thriving. Ofcom’s research shows that 75% of UK adults have used an online marketplace to buy, sell, or swap goods. eBay is the favourite, but Facebook Marketplace is a strong runner-up.
Whether it’s scrolling through TikTok, shopping on Amazon, or playing the latest game on PlayStation, it’s clear the internet is more than just a tool for many — it’s an integral lifestyle element, a place where people socialise, entertain themselves, and even, on occasion, work.
The question remains: do people spend too much time online? With the numbers rising and their ascent showing no signs of slowing, it’s worth asking how increasing connectivity is shaping people’s lives — for better or worse.
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