In 2022, among the working age population of the United Kingdom, there were approximately **** million people employed from the Baby Boomer Generation, followed by **** million Gen X employed, **** million Millennials, and *** million Gen Z.

As of the first quarter of 2025, the employment rate in the United Kingdom was highest among 35 to 49-year-old's, with **** percent of that age group employed. In the same quarter, approximately **** percent of over 65s were employed, a peak for this provided time period, while the employment rate for 16 to 24s was **** percent, one of the lowest rates for this age group.

In 2023, there were approximately ***** million millennials in the United Kingdom, making it the largest generational cohort at that time. Millennials surpassed the Baby Boomer generation as the largest generation for the first time in 2019. The two youngest generations, Gen Z and Gen Alpha, numbered approximately **** million, and *** million respectively. Gen X are, as of the most recent year, the second-largest generation in the UK at ***** million people, with their parent's generation, the Silent Generation, numbering around *** million people in the same year. There were estimated to be ****** people who belonged to the Greatest Generation, the parents of the Baby Boomer generation, who lived through major events such as the Great Depression and World War Two. Post-War Baby Boom The baby boomer generation was the largest generation for much of this period due to the spike in births that happened after the Second World War. In 1947, for example, there were over *** million live births in the United Kingdom, compared with just ******* live births just thirty years later in 1977. Members of this generation are typically the parents of millennials, and were the driving force behind the countercultural movement of the 1960s, due to their large numbers relative to older generations at the time. The next generational cohort after Boomers are Generation X, born between 1965 and 1980. This generation had fewer members than the Boomer generation for most of its existence, and only became larger than it in 2021. Millennials and Gen Z As of 2022, the most common single year of age in the United Kingdom in 2020 was 34, with approximately ******* people this age. Furthermore, people aged between 30 and 34 were the most numerous age group in this year, at approximately 4.67 million people. As of 2022, people in this age group were Millennials, the large generation who came of age in the late 1990s and early 2000s. Many members of this generation entered the workforce following the 2008 financial crash, and suffered through high levels of unemployment during the early 2010s. The generation that followed Millennials, Generation Z, have also experienced tough socio-economic conditions recently, with key formative years dominated by the COVID-19 pandemic, climate change, and an increasingly unstable geopolitical situation.

Gig Based Business Market Outlook

The global gig-based business market size was valued at approximately $204 billion in 2023, and it is projected to reach an astounding $455 billion by 2032, growing at a compound annual growth rate (CAGR) of 9.4%. This remarkable growth can be attributed to increasing digitalization, evolving work preferences including the desire for flexible work hours, and technological advancements facilitating easy access to gig opportunities. The gig economy has revolutionized the traditional job market, providing a plethora of short-term, flexible jobs across various sectors.

One of the primary growth factors driving the gig-based business market is the changing perception of employment and work-life balance. With an increasing number of millennials and Gen Z workers seeking flexibility and autonomy in their professional lives, the demand for gig-based jobs has surged. This demographic prefers the freedom to choose their work hours and projects, rather than committing to long-term employment contracts. Additionally, the COVID-19 pandemic has accelerated this shift as remote work and freelancing became more prevalent, further solidifying the gig economy’s foothold.

Technological advancements and the proliferation of digital platforms have significantly contributed to the growth of the gig-based business market. The rise of smartphones and high-speed internet has facilitated the creation and expansion of various gig platforms, allowing workers to find and complete jobs seamlessly. These platforms offer sophisticated algorithms that match gig workers with appropriate tasks, ensuring a steady stream of opportunities. Furthermore, advancements in artificial intelligence and machine learning are enhancing the efficiency of these platforms, making gig work more accessible and appealing.

Economic factors and cost advantages are also pivotal in propelling the gig-based business market. For businesses, hiring gig workers presents a cost-effective solution to meet fluctuating demand without the overhead costs associated with full-time employees. This labor model allows companies to scale their workforce up or down based on current needs, leading to better resource management and cost savings. On the workers' side, gig jobs often provide a higher earning potential compared to traditional roles, especially for those with specialized skills.

Regionally, North America continues to dominate the gig-based business market, driven by a high concentration of tech-savvy individuals and a strong culture of entrepreneurship. However, other regions such as Asia Pacific are rapidly catching up, powered by a booming digital economy and a large pool of freelancers. Europe is also experiencing considerable growth, particularly in countries like the UK and Germany, where the gig economy is being increasingly recognized and regulated. The diverse regulatory landscapes across different regions are shaping the market dynamics and influencing the adoption rates.

Service Type Analysis

The gig-based business market is segmented by service type into ride-sharing, delivery services, freelancing, home services, and others. Ride-sharing services, exemplified by companies like Uber and Lyft, have seen significant growth due to urbanization and the increasing demand for convenient and affordable transportation. These platforms connect drivers with passengers through mobile apps, offering a flexible income source for drivers and an efficient transportation option for users. The rise of electric vehicles and autonomous driving technologies is expected to further revolutionize this segment.

Delivery services, including food and package delivery, have experienced exponential growth, particularly during the COVID-19 pandemic. Companies like DoorDash and Instacart have capitalized on the surge in demand for contactless delivery options. The convenience offered by these services has led to sustained customer adoption, even post-pandemic. Strategic partnerships with restaurants and retailers, coupled with advancements in logistics and delivery technologies, are driving the expansion of this segment.

Freelancing encompasses a broad range of jobs, from graphic design and software development to content writing and consulting. Platforms like Upwork and Fiverr have become integral to the gig economy, connecting freelancers with clients worldwide. The flexibility and diversity of opportunities in freelancing make it an attractive option for professionals seeking varied projects and work-life balance. As businesses continue to outsource specialize

The youth unemployment rate for those aged between 16 and 24 in the United Kingdom was 14.3 percent in April 2025, compared with 14.2 percent in the previous month. After falling to just 9.2 percent in July 2022, the youth unemployment rate has increased at pace and is almost as high as it was following the COVID-19 pandemic in 2020. Nevertheless, youth unemployment is lower than in the early 2010s, when youth unemployment reached a high of 22.5 percent in November 2011. Almost one million UK youth not in work or education In the fourth quarter of 2024, the number of people aged between 16 and 24 that were not in education, employment, or training (NEET) was 987,000, the highest figure in more than ten years. One of the main reasons for this increase has been the general rise in people being on long-term sick leave since the COVID-19 pandemic, which reached a peak of 2.8 million at the end of 2023. While older adults are still more likely to be on long-term sick, the number of younger workers on long-term sickness has increased more rapidly. In the ten years between 2014 and 2024, the number of 16 to 24-year-olds economically inactive for this reason increased from 138,000 to 271,000. Prospects for youth employment in 2025 Reversing the current trend of increasing youth inactivity is one of the main challenges facing the UK economy in 2025. It is currently unclear if the labor market is equipped to handle this issue, however. Job vacancies, while not at a particularly low level, have been falling for several months since peaking in 2022. UK businesses are also under pressure from an increase in the national insurance they must pay from April 2025 onwards, with taxation being the main external concern of UK businesses at the end of 2024. In this environment, it is uncertain if they will hire more staff, especially younger workers who have spent extended periods of time out of work.

In May 2025, Instagram had almost ***** million users in the United Kingdom (UK). The largest share of Instagram users were individuals aged between 25 and 34 years old, at **** percent. This was followed by the category of users aged 18 to 24 years. Individuals over 65 years old, were less likely to use the social media platform, making up the smallest share of Instagram users during this period. Leading social media in the UK According to figures based on approximately ******* billion hits online per month, Facebook was the leading social media website in the UK as of November 2024, holding over ***** percent of the social media market share. This was followed by Instagram and X (formerly known as Twitter). The Pinterest website ranked fourth during that period, with a market share of **** percent. Facebook: Leader in the UK The number of social network users in the UK experienced an increase of roughly *** million users between 2018 and 2023. The share of female Facebook users is slightly higher than the number of male users. At ********* of respondents, individuals aged between 25 and 34 years old made up the largest share of Facebook users in the UK. This was followed by roughly **** percent of users within the 35 to 44 years old category. Facebook usage appeared to be the lowest among those aged 65 and older.

The number of social media users in the United Kingdom was forecast to continuously increase between 2024 and 2029 by in total 4.7 million users (+8.92 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 57.35 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

As of February 2025, India had a total of 413.85 million Instagram users, the largest Instagram audience in the world. The United States had 171.7 million users, and Brazil had 140.7 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Kazakhstan is the leading country for Instagram audience reach, with 86.2 percent of the population using the social media service. Turkey came in second, with a penetration rate of 85.5 percent and Uruguay ranked third, with 87.1 percent, followed closely by the UAE, Brazil, and Bahrain. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.

Netflix continues to dominate the UK streaming landscape, with **** million households subscribing to the service in the first quarter of 2025. This marks a significant increase from **** million subscribers in the same period of the previous year, demonstrating the platform's enduring popularity despite fierce competition in the video-on-demand landscape. Netflix's competitors While Netflix remains the leading subscription video-on-demand service in the UK in terms of customer numbers, Amazon Prime Video boasts the largest content library among major SVOD platforms, with over **** thousand hours of content available as of May 2024. However, when it comes to market share based on user interest, Netflix still holds the top spot, edging out providers such as Amazon Prime Video, Disney+, and Apple TV+. Demographic preferences Interestingly, streaming preferences vary across age groups. Among viewers aged 65 and above, Amazon Prime Video is the preferred choice in the UK for ** percent, while Netflix captures one-third of this demographic. This contrasts with the overall market dominance of Netflix, suggesting that older audiences may have different content preferences. The generational divide in streaming habits is further illustrated by data from Flanders in Belgium, where millennials show a slightly higher Netflix usage rate compared to Gen Z, both significantly outpacing older age groups.

In 2024 men aged between 50 and 59 were the highest full-time earners in the United Kingdom among different gender and age groups, with men of different ages consistently earning more than women.

As of February 2025, 37.5 percent of X’s (formerly Twitter) global audience was aged between 25 and 34 years. The second-largest age group demographic on the platform was represented by users aged between 18 and 24 years, with a share of 32.1 percent. Users aged less than 18 years accounted for two percent of users, while those aged 50 or older accounted for roughly 7.3 percent. X is a male-dominated platform As of January 2024, more than 60 percent of X users were male. Although all mainstream social media platforms tend to have a slightly more male-skewing audience, X stands out above Instagram, Snapchat, TikTok, and Facebook when it comes to user gender demographics. Overall, Pinterest is the only mainstream platform to have a higher share of female users. X Blue for you It is not uncommon for social media users to now have the chance to become subscribers of their chosen online networks for a monthly fee. X Blue is a subscription service from X that gives users special benefits and features. A blue verification mark, edit post functionality, fewer ads, priority ranking in chats, and longer video upload times are some of the perks offered.

Nearly half of all meal kit customers in the United States are Millennials. This is revealed when analyzing the latest 2025 Statista Consumer Insights data. The second-largest generational group of food subscription box users in the U.S. is Generation Z. In contrast, consumers born before 1980 represent only 20 percent of the target group of meal kits in the United States.Online food delivery in the United States The meal kits market is a segment in the broader online food delivery industry, which is booming in the United States. In 2025, the online food delivery market revenue is estimated to reach 429 billion U.S. dollars, more than double the value recorded in 2021.

During a 2024 survey, nearly 45 percent of responding consumers from Brazil and South Africa stated they purchased products because celebrities or influencers advertised them. Among the surveyed countries, the share was lowest in Japan, at 11 percent.

Instagram’s most popular post

              As of April 2024, the most popular post on Instagram was Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, knocked off the reigning post, which was 'Photo of an Egg'. Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes.
              After several cryptic posts published by the account, World Record Egg revealed itself to be a part of a mental health campaign aimed at the pressures of social media use.

              Instagram’s most popular accounts

              As of April 2024, the official Instagram account @instagram had the most followers of any account on the platform, with 672 million followers. Portuguese footballer Cristiano Ronaldo (@cristiano) was the most followed individual with 628 million followers, while Selena Gomez (@selenagomez) was the most followed woman on the platform with 429 million. Additionally, Inter Miami CF striker Lionel Messi (@leomessi) had a total of 502 million. Celebrities such as The Rock, Kylie Jenner, and Ariana Grande all had over 380 million followers each.

              Instagram influencers

              In the United States, the leading content category of Instagram influencers was lifestyle, with 15.25 percent of influencers creating lifestyle content in 2021. Music ranked in second place with 10.96 percent, followed by family with 8.24 percent. Having a large audience can be very lucrative: Instagram influencers in the United States, Canada and the United Kingdom with over 90,000 followers made around 1,221 US dollars per post.

              Instagram around the globe

              Instagram’s worldwide popularity continues to grow, and India is the leading country in terms of number of users, with over 362.9 million users as of January 2024. The United States had 169.65 million Instagram users and Brazil had 134.6 million users. The social media platform was also very popular in Indonesia and Turkey, with 100.9 and 57.1, respectively. As of January 2024, Instagram was the fourth most popular social network in the world, behind Facebook, YouTube and WhatsApp.

In March 2024, approximately ** percent of online users aged between 15 and 24 years in the United Kingdom engaged with social video app TikTok. Users aged between 25 and 34 years were the second largest age demographic on the platform, while only one quarter of users aged 75 and older reported engaging with TikTok. Overall, **** of the UK digital population engaged with the popular Chinese-developed app.