Adult media usage changes for 2026

The big picture: The internet is shifting from a public square to a private utility. Ofcom's newly released 2026 Adults' Media Use & Attitudes Report reveals a massive "social cooling" trend occurring right alongside a rapid embrace of AI.

Why it matters: Users are retreating from public posting and leaning heavily into AI for answers, creativity, and daily tasks. If your agency's strategy relies purely on traditional social engagement metrics, you might be talking to an increasingly passive room.

By the numbers:

• The posting plunge: Only 49% of adult social media users now actively post, share, or comment; a sharp drop from 61% in 2024.

• AI adoption is soaring:54% of UK adults now use AI tools, including a massive 79% of Gen Z.

• Search is changing:75% of online adults now read AI-generated search summaries.

• Trust is fracturing: Only 19% of adults completely trust mainstream news, and 41% of social media users rely on the comments section to gauge a story's credibility.

The bottom line: The audience hasn't logged off; 89% still use social media, but they are changing how they engage. They are more passive, increasingly protective of their data, and highly reliant on algorithmic summaries.

👇 I've dropped the link to the full Ofcom report in the comments.