✅ Seven media behaviours and what they mean for public relations in 2025
Ofcom’s latest media research paints a complex portrait of digital life in the UK. AI use is rising, trust is plateauing and even toddlers are entering the smartphone age.
The Ofcom Media Use and Attitudes and Media Lives reports are now in their 20th year and are important for anyone working in public relations, communications strategy or digital transformation.
We recently wrote about the situational theory of publics. It provides a means of understanding and engaging people based on behaviours, not demographics, as is typical in advertising or marketing.
This week, we’ve reviewed the findings of the Ofcom reports to highlight seven behavioural trends and what they mean for modern communications practice.
1. AI is mainstream, but trust is stuck
One in three UK adults now use AI tools such as ChatGPT or Microsoft Copilot, primarily for writing tasks or advanced search. Among 8 to 17-year-olds, uptake is even faster, with half reporting use, often for schoolwork.
Yet trust in AI has stalled. Despite its growing presence daily, public confidence hasn’t shifted since 2023.
Implication: Adoption is outpacing trust. Communicators must lead transparently, invest in public education and champion ethical AI use within organisations.
2. The internet of health and wellbeing
The internet has become a tool for self-care. More than three-quarters of UK adults use it for health-related purposes. We’re checking symptoms, practising mindfulness and exploring nutrition.
Among teens (especially 13 to 15-year-olds), digital fitness programmes are on the rise, blending physical and digital wellbeing.
Implication: Health messaging must break out of silos. Wellness is central to digital engagement, especially for younger audiences.
3. Media literacy is stagnating
Despite deeper digital immersion, the ability to recognise online advertising remains flat.
Teens are good at spotting influencer content (68% identified it correctly), but 65+ adults outperform 16 to 24-year-olds in recognising paid search results, highlighting that media literacy varies by context and generation.
Implication: Clarity in digital content is non-negotiable. Communicators must back honest storytelling and clear labelling with investment in media education.
4. Scams slip through unevenly
While 83% of adults correctly identify scam emails (slightly down from 2023), patterns differ by age.
Older adults (92% of over-65s) are most scam-aware, while younger users excel at spotting fake social media profiles (16 to 24s lead).
Implication: Cybersecurity messages must be platform- and age-specific. Being tech-savvy doesn’t always mean being security-savvy.
5. Smartphone use begins at age three
Smartphones are now embedded in early childhood. One in five 3 to 5-year-olds owns a smartphone, rising to nearly one in three by ages 6 to 7. Social media use in this age group has also jumped in the past year.
While older children face boundaries (especially during school hours), most 8 to 17-year-olds say they’ve received online safety education and more report finding it helpful than in previous years.
Implication: Childhood is digital by default. Communicators, educators and policymakers must reconsider how they engage under-10s in a connected world.
6. Gender shapes digital behaviour
Men and women engage differently online. Women are more active on WhatsApp, Facebook and Instagram, while men gravitate towards YouTube, X (formerly Twitter) and LinkedIn. They are more likely to live stream or upload content.
Implication: Platform strategies must reflect gendered usage patterns. Ignoring these differences risks overlooking key segments of your audience.
7. The digital divide is no longer about access
With 94% of UK households online, those who remain offline mostly say they’re not interested.
Among those online, nearly one in five use smartphones exclusively. Despite mobile browsing’s limitations, most report feeling adequately connected.
Implication: Digital exclusion is more about mindset than infrastructure. Communicators must engage on people’s terms, even if that means mobile-only or offline altogether.
If your communications planning still assumes neat divides between online and offline, young and old, or passive and empowered, it’s time to rethink.
This year’s Ofcom research confirms the fragmentation of digital habits and the need for audience-first strategies rooted in real behaviours, not demographic data.
Have a good week ahead.
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