UK social media audiences 2024, by age group

Social media usage in the United Kingdom reveals a diverse landscape across age groups, with the 30-49 bracket leading at 45 percent of users in 2024. Surprisingly, the 50-64 age group accounted for 31 percent, challenging the notion that social networks are primarily for younger users. This distribution highlights the widespread adoption of social platforms among various demographics, reflecting the evolving digital habits of UK adults.

Younger users drive emerging platform adoption

While established networks like Facebook maintain a strong presence, younger users are increasingly drawn to newer platforms. TikTok, for instance, has gained significant traction among the 18-24 age group, with over a quarter of UK smartphone users in this bracket using the app.

Advertising trust varies across age groups and mediums

The effectiveness of social media advertising differs across age groups, with trust playing a crucial role. Among consumers aged 18-24, 56 percent reported not buying products promoted by influencers, indicating a potential shift in how younger audiences perceive and respond to social media marketing.