UK: social media penetration 2019-2028

In 2023, around 91 percent of the population of the United Kingdom is active on social media, up by 1.2 percent on the previous year. By 2028, it is estimated that nearly 94 percent of the country's population will be using social media services.

Most popular platforms in the United Kingdom

Social media and instant messaging services are both popular kinds of online networks widely used across the UK, and Meta’s services are clearly the UK’s favorites. Overall, instant messaging service WhatsApp was used by three-quarters of people in the UK. In addition, Facebook was used by a little over 70 percent, and Instagram was used by 56 percent.

Other major platforms

Although Meta continues to dominate the social media landscape in the UK, other social media brands are consistently getting more popular, especially with younger users. In 2022, video-sharing social media app TikTok had an awareness of 92 percent in the UK and a usage of 40 percent. Snapchat, owned by Snap Inc., had an awareness of 89 percent, and a usage of 30 percent.