This survey represents the top social media platforms in the United Kingdom (UK) in 2020 according to the 15-25 age group (Gen Z). The most popular app for them is Instagram with 27 percent of respondents claiming it is one of the social media platforms they can least do without. It is followed by WhatApp and Messenger, which are essential for 19 percent and 13 percent of respondents respectively.

Audience reach

Its ability to engage users and serve highly relevant advertisements based on visitor habits and interaction on a platform makes social media a highly effective marketing tool. Facebook, the leading app amongst Gen Z has roughly 2.7 billion active users globally and is able to reach a large audience at relatively low cost. According to a 2019 survey, it is also the preferred way 18-24 year-olds in the UK want to hear from brands.

Gen Z and social media marketing

According to a survey conducted in 2019, whilst different age groups followed brands on social media for varying reasons, Gen Z and Millennials mainly did so in order to receive discounts as well as product updates. This makes them ideally positioned for social media advertising. Despite this, opinion still varies when it comes to influencer led marketing, with a majority of UK consumers believing brands should be more transparent in disclosing their use of influencers and 88 percent believing they should be informed in such a case.

This report presents findings from the third (wave 3) in a series of follow up reports to the 2017 Mental Health of Children and Young People (MHCYP) survey, conducted in 2022. The sample includes 2,866 of the children and young people who took part in the MHCYP 2017 survey. The mental health of children and young people aged 7 to 24 years living in England in 2022 is examined, as well as their household circumstances, and their experiences of education, employment and services and of life in their families and communities. Comparisons are made with 2017, 2020 (wave 1) and 2021 (wave 2), where possible, to monitor changes over time.

In 2023, the creative gaming platform Roblox was the most popular game app among children aged 4 to 18 years old in the United Kingdom. Approximately half of the young gamers in the UK engaged with the mobile app version of the Roblox platform in the last examined year. Minecraft was the second most popular game app with 18 percent usage.

This report contains results from the latest survey of secondary school pupils in England in years 7 to 11 (mostly aged 11 to 15), focusing on smoking, drinking and drug use. It covers a range of topics including prevalence, habits, attitudes, and wellbeing. This survey is usually run every two years, however, due to the impact that the Covid pandemic had on school opening and attendance, it was not possible to run the survey as initially planned in 2020; instead it was delivered in the 2021 school year. In 2021 additional questions were also included relating to the impact of Covid. They covered how pupil's took part in school learning in the last school year (September 2020 to July 2021), and how often pupil's met other people outside of school and home. Results of analysis covering these questions have been presented within parts of the report and associated data tables. It includes this summary report showing key findings, excel tables with more detailed outcomes, technical appendices and a data quality statement. An anonymised record level file of the underlying data on which users can carry out their own analysis will be made available via the UK Data Service later in 2022 (see link below).

Contains a set of data tables for each part of the Smoking, Drinking and Drug Use among Young People in England, 2021 report

90% of people aged 18-29 use social media in some form. 15% of people aged 23-38 admit that they are addicted to social media.

Teenagers are the 2nd largest group of people affected by social media addiction. Teens ages 13 to 18 years old spend a significant amount of their free time on social media with an average of 3 hours a day.

The most-used social media site among teenagers and young adults in the United Kingdom (UK) in 2020 was YouTube. A survey carried out by AudienceProject revealed that 82 percent of 15 to 25-year-olds said they used the video-sharing platform, making it more popular than Facebook, WhatsApp, and Instagram.

YouTube stars

The leading celebrity YouTube channel in the UK in terms of the number of subscribers is Ed Sheeran. The pop singer had a 42.8 million subscribers as of December 2019. Other popular celebrity channels were One Direction and Adele, although Ed Sheeran had more subscribers than both of these combined.

Social media and generational differences

Comparing the social media sites most used by other age groups reveals some interesting differences. In the 26 to 35 age group, Facebook was the most popular social media platform with 82.5 percent. Of those aged 36 to 45, less than 30 percent used Facebook, and just 13.2 percent used YouTube.

In 2023, there were estimated to be 956,116 people who were aged 35 in the United Kingdom, the most of any age in this year. The two largest age groups during this year were 30-34, and 35 to 39, at 4.7 million and 4.64 million people respectively. There is also a noticeable spike of 693,679 people who were aged 76, which is due to the high number of births that followed in the aftermath of the Second World War. Over one million born in 1964 In post-war Britain, there have only been two years when the number of live births was over one million, in 1947 and in 1964. The number of births recorded in the years between these two years was consistently high as well, with 1955 having the fewest births in this period at 789,000. This meant that until relatively recently, Baby Boomers were the largest generational cohort in the UK. As of 2022, there were approximately 13.76 million Baby Boomers, compared with 14 million in Generation X, 14.48 million Millennials, and 12.9 million members of Gen Z. The youngest generation in the UK, Generation Alpha numbered approximately 7.5 million in the same year. Median age to hit 44.5 years by 2050 The population of the United Kingdom is aging at a substantial rate, with the median age of the population expected to reach 44.5 years by 2050. By comparison, in 1950 the average age in the United Kingdom stood at 34.9 years. This phenomenon is not unique to the United Kingdom, with median age of people worldwide increasing from 23.6 years in 1950 to a forecasted 41.9 years by 2100. As of 2022, the region with the oldest median age in the UK was South West England, at 43.9 years, compared with 35.9 in London, the region with the youngest median age.

Gen Z and Millennials are the biggest social media users of all age groups.

Regional use of social media has a significant effect on the male and female social media statistics.

56.8% of the world’s total population is active on social media.

Over 210 million people worldwide suffer from social media addiction.

A September to November 2024 survey of UK adults aged 16 years and older found that 85 percent of respondents aged between 16 and 24 years played video games, down from a 92 percent gaming penetration among the same age group in 2020. Overall, gaming uptake increased in 2020 due to the global COVID-19 pandemic. Video games industry in the UK In 2023, consumers in the United Kingdom spent over 3.16 billion British pounds on digital and online games. In regard to the annual contribution of the video games industry to the UK Gross Domestic Product, it amounted to 3.68 billion British pounds in 2023. Mobile games The popularity of mobile gaming increased over the last decade and overtook games consoles and TV for the first time in 2014. As of 2024, approximately 34 percent of UK adults reported playing games on their mobile phone, the highest rate ever reported. The most downloaded gaming apps in the UK include puzzle and casual titles such as Supermarket Simulator and Block Blast.

There were over 4.7 million people aged between 30 and 34 in the United Kingdom in 2023, making it the most populous age group in that year. Those aged between 35 and 39 years comprised the next most numerous age group in 2023, at over 4.64 million people. Millennials overtake Boomers as biggest generation Post-war demographic trends, particularly the 'baby boom' phenomenon, have significantly influenced the current age distribution in the UK. The postwar peak of live births in 1947 resulted in the dominance of the Baby Boomer generation for several decades, until 2020 when Millennials became the largest generational cohort, surpassing the Boomers for the first time. The following year, the UK Boomer population was then overtaken by Generation X, the generation born between Boomers and Millennials. Generation Z, however, remains smaller than the three generations that preceded it, at 12.9 million individuals in 2022. Aging UK population poses challenges The median age of the UK population is projected to reach 44.5 years by 2050, compared to 34.9 years in 1950. This aging trend is indicative of broader global demographic shifts, with the median age of people worldwide forecasted to increase from 23.6 years in 1950 to 41.9 years by 2100. How countries like the UK manage their aging populations will be one of the key challenges of the next few decades. It is likely the UK's struggling National Health Service (NHS) will come under even more pressure in the coming years. There are also tough economic questions, in particular as more people enter retirement age and the UK's working population gets smaller in relation to it.

The average person has 8-9 social media accounts. This has doubled since 2013, when the average person just had 4-5 accounts.

In 2023, there were estimated to be around 4.01 million people aged between 30 and 34 living in England, the most of any age group. Those aged 35 to 39 comprised the next highest age group, at 3.95 million, while the age group with the fewest people was among those aged 90 and over.

As of 2023, the population of young children aged between 0 and 4 years old in the United Kingdom was estimated to be just under 3.57 million, with 667,182 under 12 months old, 712,250 at age one, 709,269 aged two, 734,023 aged three, and 749,283 aged four.

In the period 2023/24, 58 percent of women in England aged 16 and 17 years who were in contact with sexual health services were using user dependent contraceptives, compared to 42 percent who were using long acting reversible contraceptives (LARCs). It is visible that younger age groups were more likely to use user-dependent contraceptives compared to older age groups. Contact with sexual health services In total, over 1.9 million women in England contacted NHS sexual and reproductive health services for contraceptive reasons in the period 2020/21. The age group with the highest number of women contacting the service was those aged 25-34 years. Types of contraception used Across the whole United Kingdom in 2018, the birth control pill was the most common method of contraception for women aged between 15 and 49 years, with 28 percent using it as their main method. Across Europe, the UK had the seventh highest share of women in the country using the pill as their main method of contraception, with Czechia having the highest share at 54 percent of women in the country using the pill.

According to a survey of parents and children in the UK conducted in 2024, ** percent of children between 16 and 17 years old owned a smartphone, while ** percent of respondents aged between ***** and **** did not have a mobile phone.

Electronic devices available to children Mobile phones are not the only devices children are exposed to daily. At home, indeed, they have access to all kinds of electronic devices, such as TVs, gaming consoles, and radios. For instance, in 2020, ** percent of children had access to a smart TV, and ** percent had a game console. Furthermore, ** percent of children in the UK had access to a PC, laptop, or netbook with an internet connection. Children’s online activities British children perform many different activities online, with mobile phones being the most used devices to go online. Among the most recurring online activities were playing games and watching videos, especially on YouTube. Furthermore, children in the UK appear to spend quite some time on social media platforms, like TikTok and Snapchat, where they spend on average ** and ** minutes daily, respectively.