Elon Musk’s social media platform X is facing a sharp decline in popularity in the UK, according to a new report by Ofcom. The study highlights significant changes in Brits’ digital habits, including a growing preference for rival platforms like Bluesky and shifting attitudes toward online content.
X’s Popularity Dips as Bluesky Soars
Ofcom’s analysis revealed that X reached 8% fewer users in May 2024 compared to the same month in 2023, marking the steepest drop among social media platforms. The platform, which Musk purchased for £34 billion, is now reportedly worth 80% less.
Meanwhile, Bluesky, a competitor platform, is experiencing a meteoric rise. The app saw a 263% increase in users from August to September this year, signaling a shift in user preferences.
Gen Z Women Lead Online Usage
The study also uncovered stark gender differences in online habits. Women aged 18-24 spend an average of 6 hours and 36 minutes per day online—over an hour more than their male counterparts. Women gravitate toward platforms like Pinterest, Snapchat, Instagram, and TikTok, while men prefer X, Reddit, Quora, and LinkedIn.
Porn Site Visits Decline
Interestingly, Brits are turning away from adult websites, with visits to such sites dropping by 11% in the first half of 2024 compared to the previous year. Despite this decline, men still dominate the user base of adult sites, making up 72% of visitors.
AI Tools and Online Safety
Generative AI tools are also becoming more popular, especially among younger users. ChatGPT stands out as the most widely used tool, with nearly a third of 8-15-year-olds engaging with it. However, trust in AI remains low among adults, with only 18% of those over 16 finding it reliable.
Women are particularly cautious, with two-thirds expressing concerns about bots, compared to just over half of men.
Online Harassment and Harmful Content
The report also sheds light on the darker side of the internet. Women are more likely to face harassment and inappropriate friend requests, while men are more prone to falling victim to scams and fraud.
Teen girls are frequently exposed to harmful content related to eating disorders, whereas boys encounter dangerous stunts more often.
YouTube’s New Role in Viewing Habits
Young users are increasingly watching YouTube on televisions rather than smartphones or other devices, highlighting a shift in how digital content is consumed.
Regulatory Changes Ahead
In response to these challenges, Ofcom has announced that new regulations for tech companies will take effect next month. These rules aim to protect adults and children from harmful and illegal content online, marking a significant step in digital safety.
The evolving digital landscape in the UK presents challenges for platforms like X, as they face competition and scrutiny from both users and regulators.
