According to Ofcom’s Online Nation report, X, the social media platform formerly known as Twitter and owned by Elon Musk, has experienced a notable decline in user engagement in the UK. As of May 2024, the report indicates a diminishing adult reach, which has dropped to 22.1 million from 24 million in 2023, representing an 8 percent decrease year-on-year. In May 2022, the platform boasted a higher adult reach of 26.8 million. This decrease has caused X to slip to sixth place among social media platforms, trailing behind Reddit, which has seen a remarkable increase of 47 percent in its user base, now reaching 22.9 million users.
The decline in usage for X aligns with broader trends observed in social media consumption. The platform’s downward trajectory coincides with its change in ownership, as Musk acquired it for $44 billion in October 2022. Amid various modifications and shifts in user policy, the platform continues to face challenges in retaining its audience within British and Northern Irish markets.
Ofcom's report also highlights a slight reduction in the dominance of Google’s search engine, which saw 83 percent of online adults accessing it in May 2024, compared to 86 percent the previous year. Microsoft’s Bing also experienced a decline, falling from 46 percent to 39 percent over the same period. Both tech giants have heavily invested in AI technologies, integrating generative AI into their search results in an effort to keep pace with evolving user preferences.
The report reveals that generative AI tools have not captured the interest of a significant portion of the adult population in the UK. Despite the buzz surrounding technologies like ChatGPT, which remains the most widely used generative AI tool, over half of adults in the survey reported that they had yet to use any generative AI tools. Among the adults surveyed, 38 percent expressed a lack of interest in generative AI, while another 35 percent stated they did not feel the need to engage with such technology.
Conversely, the adoption rates for generative AI appear higher among younger users. The report indicates that 54 percent of individuals under the age of 16 have utilised a generative AI tool, primarily for educational purposes, with 53 percent indicating it was used for schoolwork. An additional 63 percent reported using these tools purely for recreational purposes.
Among adult users of generative AI, 48 percent have engaged with it at some point, with the primary use case being for finding content. However, trust in the outputs generated by these tools remains low, with only 18 percent expressing confidence in the reliability of the information provided.
As the landscape of AI continues to evolve, the findings from Ofcom's report signal a cautious reception towards generative AI among the adult population, while demonstrating a more enthusiastic adoption among the younger demographic. The trends observed may suggest a longer road ahead for businesses and investors anticipating a widespread integration of AI technologies into everyday practices.
Source: Noah Wire Services