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1、Online Nation2023 ReportPublished 28 November 2023Welsh version available Contents Section Overview.3 Introduction.9 The online landscape.11 Introduction.11 Take-up and use.12 Use of internet services.16 Online sectors.27 Introduction.27 Search.29 Generative artificial intelligence.31 Social media.3

2、5 Messaging and call services.41 Dating services.44 Services for pornographic content.47 Gaming.51 Education.58 News.60 Retail.62 The online experience.65 Introduction.65 The risks and rewards of the internet.67 Potentially harmful experiences.74 Awareness of and attitudes towards rules and reportin

3、g.89 Action taken after encountering potentially harmful online content or behaviour.91 User attitudes and approaches to staying safe online.96 Annex Methodology.100 3 Overview Online use in the UK UK adult internet users spent on average 3 hours 41 minutes online per day in May 2023 In total,47.9 m

4、illion UK adults accessed the internet on smartphones,tablets and computers in May 2023,spending an average of 3 hours 41 minutes a day online,eight minutes more than in May 2022.Young adults continue to spend the most time online,with 18-24-year-olds spending a daily average of 4 hours 36 minutes,a

5、nd the 65+group spending the least time(2 hours 46 minutes).1 Seven per cent of UK individuals aged 16+dont have access to the internet at home,with a quarter of these citing affordability as a reason While a large majority of people aged 16+do have access to the internet at home,7%did not have acce

6、ss in 2023,with the figure even higher(18%)among people aged 65+.Among those who did not have internet at home,a perceived lack of need or interest(65%)remained their top reason.However,a quarter(26%)cited reasons related to cost.Alphabet-and Meta-owned sites and apps remain the most visited Alphabe

7、t,which owns Google and YouTube,remains the organisation whose sites and apps are most visited by UK online adults(99%),followed by Meta(the owner of Facebook,WhatsApp and Instagram)(97%)and in third place,Amazon(89%)in May 2023.Our Childrens Online Passive Measurement pilot study among a small samp

8、le of 162 8-12-year-olds indicates that,like adults,nearly all online children aged 8-12 visited Alphabet during our fieldwork period(98%).As with adults,Meta was the second-most-visited organisation,with an online reach of 85%.Roblox was the only organisation in the top five for the children aged 8

9、-12 that did not appear in the top five for those aged 15+.UK adults used an average of 36 apps on smartphone in May 2023 Fifty-one per cent of people aged 16+who use a smartphone use an Apple smartphone,while 46%use an Android.25-44-year-olds used the most apps compared to other age groups,using an

10、 average of 42 apps in May 2023,with 55+using the least(32).Six of the ten most-visited apps on Android phones by UK adults are owned by Alphabet(which owns the Android operating system),compared to two in ten Apple-owned apps on iPhones.Alphabet-owned apps are the most-visited on Android smartphone

11、s,Meta-owned apps on iPhones.Meta-owned WhatsApp,Facebook,Facebook Messenger and Instagram are the top four most-visited smartphone apps on an average day in May 2023.1 Time spent online includes personal use and in some instances those who use their device for work/education too.4 Spotlights:online

12、 sectors Search Half of UK online adults visited Google Search on an average day in May 2023 Google remains the highest-reaching search engine,reaching 86%of UK online adults in May 2023,with half(51%)visiting the search engine on an average day.B,the second highest reaching search engine,saw its UK

13、 online adult reach rise from 33%in January 2023 to 46%in May 2023,following the introduction of Bing AI in February 2023.Generative artificial intelligence Three in ten UK internet users aged 16+said that they used a generative AI tool Generative artificial intelligence(generative AI)broadly refers

14、 to algorithms that can create new content in response to a prompt,including text,images,video and code outputs.ChatGPT is the most widely used service;our survey conducted in June 2023 found that 23%of internet users aged 16+said they had used it.Snapchat My AI is the generative AI tool most widely

15、 used by online children Four in five(79%)online teenagers and two in five(40%)online 7-12s had used any of the following generative AI tools:ChatGPT,Snapchat My AI,Midjourney or DALL-E.Half of UK online 7-17-year-olds said in June 2023 that they had used Snapchat My AI,making it the most popular ge

16、nerative AI tool among children.Social media YouTube is the most popular social media service among adults,taking the top spot from Facebook 5 YouTube was the highest-reaching social media service among UK online adults using smartphones,tablets or computers,with more than nine in ten(91.0%)visiting

17、 it in May 2023.Facebook(including Messenger)had been the highest-reaching social media service,reaching 93.8%of UK online adults in May 2022,but in May 2023 it had 1.4 million fewer adult visitors,maintaining a high overall UK online adult reach(90.7%)but dropping to second place.By time spent,Snap

18、chat and TikTok are the leading services among young adults In May 2023 the 3.8 million UK 18-24-year-old TikTok visitors spent an average 55 minutes on TikTok per day(May 2022:3.5 million,53 minutes),while the 3.8 million 18-24-year-old Snapchat visitors spent 58 minutes per day(May 2022:3.5 millio

19、n,42 minutes).Nearly a quarter of UK online individuals aged 16+used Instagrams microblogging service Threads In the UK by the start of September,less than three months after its launch,just under a quarter(23%)of online users aged 16+said they had ever used Threads significantly lower than those re

20、porting to have ever used X(formerly Twitter)(52%).Of those who had used Threads,one-third(31%)reported posting content on the service in the past month.Of those who had ever used X,29%said they had posted content in the past month.Services for pornographic content Twenty-nine per cent of UK online

21、adults accessed services for pornographic content In May 2023 just under a third(13.8 million)of UK online adults accessed a pornographic content service:10.1 million UK men visited an online service for pornographic content,making up 73%of adult visitors to these services,with women making up the r

22、emaining 27%of visitors(3.7 million).Pornhub is the highest-reaching pornographic content service,reaching 18%(8.4 million)of UK online adults in May 2023.Gaming Thirty-eight per cent of UK adults aged 16+play games online,as do 57%of UK children aged 3-15 UK gamers reported that the time they spent

23、 gaming either on-or offline declined from an average of 8 hours 16 minutes a week in Q2 2022 to 7 hours 11 minutes in Q2 2023.Thirty-nine per cent of UK households have at least one games console,and 23%of households have a digital-only games console.The top title played by Xbox or PlayStation cons

24、ole gamers in August 2023 was Fortnite,played by 2.88 million UK gamers,followed by FIFA 23(2.86 million),Grand Theft Auto V(2.22 million)and Minecraft(1.68 million).The online experiences of adults and children Attitudes to being online are complex and often ambivalent Adults recognise the benefits

25、 of being online at a personal level,but less so for society overall.When asked to consider the impact of being online,71%of adult internet users agreed that for them personally the benefits of being online outweighed the risks.Just 6%disagreed,with nearly a quarter unsure(23%).When considering the

26、impact of the internet on society,the picture changes somewhat;40%of adult internet users feel that it is good for society,a minority(15%)disagree,and 45%say they feel neutral about it.Nearly half of 13-17s think that being online is good for their mental health 6 Children and their parents tend to

27、agree that being online provides children with opportunities and benefits.Going online can help with schoolwork/homework(81%children,84%parents),building or maintaining friendships(68%children,65%parents),and finding useful information about personal issues(60%children,50%parents).Teenagers are also

28、 more likely than adults to recognise the benefits of being online for their mental health and general wellbeing:48%agree that being online has a positive effect on their mental health,compared to 31%of adults,with just 13%of 13-17s disagreeing.Misinformation was the most prevalent potential harm en

29、countered by adults Although being online provides both adults and children with many benefits,the online environment also has the potential to expose internet users to harm.Misinformation is the potential harm most often encountered by adults,with nearly two in five(39%)seeing or experiencing it in

30、 the past four weeks.In terms of the type of misinformation seen,a quarter said that this related to political or electoral content,followed by content which discriminated on the grounds of a protected characteristic(16%),and financial misinformation(11%).Another potential harm with high levels of c

31、laimed experience was hate speech.Twenty-three per cent of adults said in the past four weeks they had encountered hateful,offensive or discriminatory 7 content that targeted a group or person based on specific characteristics like race,religion,disability,sexuality or gender identity,e.g.,hate spee

32、ch.More than a fifth of children aged 8-17 have an adult online profile Ofcoms user age research suggests that 22%of 817-year-olds(and 20%of 8-15s)with a social media profile on at least one of the platforms listed in our study,have a user/profile age of at least 18,meaning they are at greater risk

33、of seeing adult content.The research also estimates that a third(33%)of children aged 8-15 with a social media profile on at least one of the platforms listed,have a user/profile age of at least 16.The impact of encountering a potential harm online varies by the type of content encountered While exp

34、osure to any type of potentially harmful content or behaviour may negatively affect users online experience,our research shows that not all potentially harmful online content or behaviour has the same degree of negative impact.Content depicting animal cruelty provoked a high level of negative impact

35、 among users aged 13+who had encountered it most recently(83%).However,this content is encountered relatively rarely by UK internet users(3%had encountered it recently).Hateful,offensive or discriminatory content(61%)also provokes high levels of negative impact among those who had encountered it mos

36、t recently,and sits within the top ten potential harms encountered,for both adults and children.Over a third of internet users encountered their most recent harm when scrolling through their feed or for you page.Potential harms online can be encountered in different ways.The most common exposure is

37、when internet users aged 13+scroll through their feed or for you page,with 34%of internet users encountering their most recent potential harm this way.Internet users are least likely to say they were exposed to a potential harm when watching livestreamed content(2%)or using the search function(3%).A

38、wareness of reporting tools is inconsistent across internet users Ofcoms Video-Sharing Platforms(VSP)Tracker suggests that less than half of VSP users(42%)are aware of the rules and safety measures put in place by VSPs,rising to 88%when a range of safety measures are prompted within the questionnair

39、e,and being higher for children(94%).The safety measures that respondents are most aware of are:reporting buttons(62%),a notice that flags content as inappropriate or harmful(61%),parental controls(60%)and a tool to hide content that you do not wish to see again(60%).Teens are least likely to take a

40、ction on potentially harmful content Sixty per cent of adults said they took some form of action after encountering their most recent potentially harmful experience online,compared to just over half of 13-17s(51%).Actions taken ranged from disengaging with a platform to more proactive reporting beha

41、viour such as clicking the flag,report or junk button.Users who said their most recent experience really bothered or extremely offended them were more likely to act than those slightly bothered or offended 77%vs 63%).The 13-17 age group were more likely than adults to tell a friend or family member

42、about an upsetting or scary online experience(18%vs 6%).Over a third of those reporting harmful content or behaviour are dissatisfied with the response More than half of those who reported or complained about potentially harmful content or behaviour online said that nothing happened as a result of t

43、his action(53%).Almost a fifth said that 8 the content had been removed(18%),7%said they had received a written response,and 3%had been asked to provide further information.Satisfaction levels with the reporting or complaints process varied for UK internet users,with 32%feeling satisfied with their

44、experience and 36%feeling dissatisfied.Most parents have controls in place to manage the content their children see online Children and their parents use a variety of strategies to help ensure a safe experience online.Ofcom research found that seven in ten parents of children aged 3-17 said they had

45、 a form of technical control in place to manage their childs access to content online;the most-used technical controls used were those pre-built into the device by the manufacturer(34%)such as Windows,Apple or Xbox.More than nine in ten children aged 8-17 had spoken to someone about how to use the i

46、nternet safely(91%);88%had done so with a family member and 76%had done so with a teacher.9 Introduction This report sets out an overview of the UK online landscape in 2023,exploring childrens and adults use of and experiences on online services.In the Online Landscape and Online Sectors chapters we

47、 include measurement data that is representative of UK online adults aged 18+,provided by Ipsos iris,the UKOM-accredited online audience measurement currency.We use this data to provide a snapshot of online use in May 2023,to compare year-on-year trends since May 2022,and to explore monthly trends w

48、here new services have entered the market.The youngest age cohort measured by Ipsos iris is 15-17-year-olds;this cohort of children is also explored.New childrens online passive measurement pilot Additionally,this year we commissioned Ipsos to carry out a pilot study that passively measured the inte

49、rnet use of children aged 8-12 across smartphones,tablets and computers.Passive measurement involves devices being measured where the childs parent/guardian informed us during recruitment that the child used the device at least once a week.Devices used at school and not available to also use at home

50、 will therefore not be captured.A passive monitoring app/VPN tracker was installed on the devices used by the child,which collected visits to websites or apps and the time spent on them.The purpose of the study was to test whether passive methodology can,in the future,deliver robust metrics of child

51、rens online use.The study was therefore conducted among a small sample of 162 8-12-year-olds;it only reflects the online use of the children in the study and may not be representative of all UK children aged 8-12.The pilot study undertook a two-phase approach with a soft launch among 17 children who

52、se online use was measured over a three-week period in January February 2023;following the success of phase 1 we scaled up the sample,measuring 145 children for four weeks during April-July 2023.Exact dates varied by participant,but all fieldwork fell within the dates 12 January 26 February(phase 1)

53、and 11 April 18 July(phase 2).The results from both phases were combined to provide the unweighted data presented in this report,therefore the data should not be considered as representative see methodology for further details on the research.We concluded from this pilot study that childrens online

54、use can be passively measured.Our intention going forward is to develop Childrens online passive measurement in the future,covering an increase in sample size,considering waves for tracking and adjusting the sample and weighting to be nationally representative.These chapters also include data from O

55、fcoms Technology Tracker,on people aged 16+.In the Online Experiences chapter we report on data from multiple sources,but primarily from Ofcoms Online Experiences Tracker(OET)and our VSP(Video Sharing Platforms)Tracker.Both are online tracking studies among UK internet users aged 13+,and this chapte

56、r draws on the fourth 10 wave of each study;the most recent.Unless referenced otherwise,the figures cited throughout this chapter will be from wave 4 OET data.Other Ofcom research is also referenced in this chapter,including Ofcoms Adults media use and attitudes report,our Children and parents:media

57、 use and attitudes report,research into online communications among children,ad-hoc research done through Ofcoms online research panel,and our first randomised control trial.The chapter also uses data from platforms own transparency reports.This report does not explicitly set out to cover services t

58、hat may be in scope of the Online Safety Act or relate to issues relevant to Ofcoms duties under the Act.11 The online landscape Introduction This chapter sets out an overview of the UK online landscape in 2023.It explores childrens and adults behaviour and use of the highest-reaching online service

59、s,and the services we spend the most time on.Key metrics Figure 1:Percentage of UK individuals aged 16+with access to the internet at home,by year:2020-2023 Year UK households with access to the internet Have access and use at home Have access but do not use at home 2023 92%90%2%2022 93%92%1%2020 89

60、%87%2%Source:Ofcom Technology Tracker 2020,2022&2023.QE1:do you or does anyone in your household have access to the internet at HOME(via any device,e.g.PC,mobile phone etc),and if so,do you personally use the internet at home?Base:all respondents aged 16+.Due to a change in methodology 2021 data is

61、not comparable and therefore has not been included.Figure 2:Average time spent online on smartphones,tablets and computers,per UK visitor per day:hours:minutes Source:Ofcom Ipsos childrens passive measurement study,2023,age:8-12,UK.Base:162.*Time spent data based on 17 children measured over three-w

62、eek period in January-February 2023 combined with results from 02:2304:1004:3504:3604:0204:0103:3903:2302:468-1011-12 13-14 15-17 18-24 25-34 35-44 45-54 55-64 65+No data availableAverage time spent online per day in May 2023Average time spent online per day*12 145 children who were measured for fou

63、r weeks during April-July 2023.Due to low base size data should be treated as indicative only and not representative./Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:15+,UK.Note:custom data supplied by Ipsos.Time spent online includes personal use and in some instances those who us

64、e their device for work too.Figure 3:Average time spent online on computers,tablets and smartphones,per UK adult visitor per day,by nation:May 2023 Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2022 and May 2023,age:18+,UK.Note:Time spent online includes personal use and in some in

65、stances those who use their device for work/education too.Take-up and use Internet take-up and use Adults spent an average of 3 hours 41 minutes a day online in May 2023,a modest increase since May 2022 Data from Ipsos iris shows that 47.9 million UK adults accessed the internet across smartphones,t

66、ablets and computers in May 2023(our sample month),spending an average of 3 hours 41 minutes a day online,a modest increase of 8 minutes year on year(May 2022:3 hours 33 minutes).Young adults continue to spend the most time online,with 18-24-year-olds spending a daily average of 4 hours 36 minutes,a

67、nd the 65+group spending the least time(2 hours 46 minutes).Women continue to spend more time online(3 hours 58 minutes,up 12 minutes on May 2022)than men(3 hours 23 minutes,up by 3 minutes).Online adults in Wales spent the most time compared to the other UK 13 nations(3 hours 47 minutes),while thos

68、e in Scotland spent the least(3 hours 38 minutes)(see Figure 3 above).2 Our childrens online passive measurement research,which measured online use among 162 8-12-year-old children in the UK,found that on average they spent 3 hours 5 minutes per day accessing the internet across smartphones,tablets

69、and computers.Time spent online among children increases with age,with 810-year-olds spending on average 2 hours 23 minutes per day and 11-12s spending 4 hours 10 minutes per day.3 Among older children,Ipsos iris found 15-17 year olds spent an average 4 hours 35 minutes online per day in May 2023.4

70、Three-quarters of the time spent online per day in May 2023 by adults was on smartphones Figure 4:Average daily time spent online by adults,by device(hours:minutes):May 2023 Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK.Note:Custom data supplied by Ipsos.See Communi

71、cations Market Report 2023:Online interactive data for comparison to May 2022 data.In May 2023,76%(2 hours 47 minutes)of the time spent online per day by UK online adults was on a smartphone,20 minutes more than in May 2022(when 69%was on smartphones).Time spent on computers and tablets declined,wit

72、h UK adults spending 30 minutes on computers(down from 38 minutes)and 23 minutes(down from 28 minutes)on tablets per day in May 2023.The 25-34-year-olds spent the largest proportion of their online time on smartphones(87%).Those aged 55+spent the smallest proportion on smartphones,although this stil

73、l accounted for the majority of their online time(60%on smartphones,20%on computers and 20%on tablets).2 Ipsos,Ipsos irisOnline Audience Measurement Service,May 2022&May 2023,age:18+,UK.Note:Custom data supplied by Ipsos.3 Ofcom Ipsos Childrens Online Passive Measurement 2023,age:8-12,UK.Base:162.Ti

74、me spent based on seventeen children online use over three-week measurement period in January-February 2023 combined with results from 145 children who were measured for four weeks during April-July 2023.Exact dates varied by participant,but all fieldwork fell within the dates 12 January 26 February

75、(phase 1)and 11 April 18 July(phase 2).4 Ipsos,Ipsos irisOnline Audience Measurement Service,May 2023,age:18+,UK.14 Time spent online on apps,versus visiting websites,increased from 71%in May 2022 to 77%in May 2023,and 89%of the time spent on smartphones by adults was via apps.5 Figure 5:Average dai

76、ly time spent online by adults,by device and UK nation(hours:minutes):May 2023 Source:Ipsos,Ipsos irisOnline Audience Measurement Service,May 2023,age:18+,UK.Note:Custom data supplied by Ipsos.See interactive report for comparison to May 2022 data.One in 14 people do not have access to the internet

77、at home Seven per cent of UK individuals aged 16+do not have access to the internet at home in 20236(2022 also 7%7).Eighteen per cent of those aged 65+do not have home internet access,while 25-34-year-olds are the least likely not to have home internet access,at 2%.Two percent of households with chi

78、ldren said they do not have home internet access.8 Ninety-four per cent of online households receive their internet via fixed broadband,4%of online households have access to the internet at home only via their mobile network,while 2%stated they didnt know.9 Fifteen per cent of the UK individuals age

79、d 16+who do not have access to the internet at home said they were likely to get access to the internet at home in the next 12 months,while 71%said they were unlikely to do so.10 Figure 6:UK individuals aged 16+,location of internet access Year Total at home or elsewhere At home and elsewhere At hom

80、e only Elsewhere only 2023 95%69%23%2%Source:Ofcom Technology Tracker 2023.Base:all respondents aged 16+.5 Ipsos,Ipsos irisOnline Audience Measurement Service,May 2022 and May 2023,age:18+,UK.Note:Custom data supplied by Ipsos.6 Ofcom Technology Tracker 2023.1%of individuals cited dont know as to wh

81、ether they had internet access at home.7 Ofcom Technology Tracker 2022.8 Ofcom Technology Tracker 2023.In this case children are those aged 0-18 years old.96%of households with children have internet access at home.9 Ofcom Technology Tracker 2023.10 Ofcom Technology Tracker 2023.QE15.How likely are

82、you to get internet access at home in the next 12 months?Base:Those without internet access at home.02:4902:4703:0302:4902:4700:2300:2200:2300:2700:2300:2500:3100:1900:3100:3003:3803:4003:4503:4703:41ScotlandEnglandNorthern IrelandWalesUKSmartphoneTabletComputer 15 Affordability was cited by a quart

83、er of those who do not have internet access at home Among people without internet at home,a perceived lack of need or interest(65%)remained the main reason for not having it.However,a quarter(26%)cited reasons related to cost 23%cited costs related specifically to broadband,and those in socio-econom

84、ic group DE were more likely to cite this as a reason(31%).High broadband set-up cost(18%)was the top reason relating to cost,followed by the monthly cost of a fixed broadband service(13%).Other top reasons unrelated to cost included using the internet is too complicated(16%)and someone else can go

85、on the internet for me if necessary(16%).11 Ofcom estimates that in October 2023 about 2.4 million(+/-500,000)UK households with fixed broadband found it difficult to afford their fixed broadband service and 2.4 million(+/-500,000)UK households with a mobile phone had difficulty affording their mobi

86、le phone service.12 This suggests that a number of households in the UK which currently have access to the internet are at risk of having to modify or even cancel their service,or reduce household spending elsewhere to be able to afford it.Figure 7:Reasons related to cost for not getting internet ac

87、cess at home in the next 12 months Age Socio-economic group Reason 16+16-74 75+DE Any reason related to cost 26%35%16%34%Broadband set-up costs 18%24%11%26%Monthly cost of fixed broadband 13%15%10%18%Cost of laptop/desktop or tablet 11%13%10%17%Cost of mobile phone 10%10%10%13%Monthly cost of mobile

88、 phone service 7%6%7%10%Source:Ofcom Technology Tracker 2023.QE16.Which of these are reasons why you are unlikely to get internet access at home in the next 12 months?Base:Where unlikely to get internet in next 12 months.Other socio-economic groups and smaller range age groups cannot be displayed du

89、e to low base size.A quarter of UK internet users have used a VPN A virtual private network(VPN)can be used to protect users by encrypting their data and masking their IP addresses.This can hide their browsing activity,identity,and location,allowing for greater privacy.Using VPN can provide a more s

90、ecure online experience.Businesses may typically use a VPN to give remote employees access to internal applications and data,or to create a single shared network between multiple office locations.Twenty-six per cent of internet users aged 16+have used a VPN for any reason.The most common reason was

91、for work(19%),some cited education(5%),and 10%cited other reasons for their use of a VPN.13 11 Ofcom Technology Tracker 2023.12 Ofcom Affordability of Communications Services tracker,November 2023.13 Ofcom Technology Tracker 2023.QE11.Do you ever connect to the internet using a VPN(virtual private n

92、etwork)?Base:Where use internet at home or elsewhere.Note:Respondents could select more than one reason for using VPN.16 Use of internet services Top online companies Alphabet-and Meta-owned sites and apps remain the most-visited in the UK Alphabet,which owns Google and YouTube,remains the organisat

93、ion14 whose sites and apps are most visited by UK adults,followed by Meta(the owner of Facebook,WhatsApp and Instagram)and Amazon.Alphabet-and Meta-owned sites and apps have near-universal use among UK online adults,and the Amazon-owned website or apps were visited by at least 88%of online adults in

94、 all four UK nations in May 2023.15 The BBC is the highest-ranking UK-based organisation,at 77%online adult reach in the UK,and in England(77%),Scotland(77%),and Northern Ireland(84%)in May 2023.In Wales,the newspaper group Reach PLC publisher of the Mirror,Daily Express and Daily Star,as well as We

95、lsh national titles Wales Online and North Wales Live and BBC were the UK-based organisations with the highest reach,at 80%and 79%respectively.Visits to UK government sites and apps have decreased over the past two years:59%of UK adults accessed an online government site or app in May 2023(ranked 11

96、th),compared to 62%in May 2022(ranked tenth)and 67%in May 2021(ranked eighth).They appear in the top ten in Wales(ranked tenth,59%reach)and Northern Ireland(ranked eighth,66%reach)only.Additionally,UK online adults were more likely to access NHS online in May 2022(60%)than in May 2023(51%).16 This m

97、ay be due to the decrease in Covid-19 cases.Alphabet and Meta are the top two most-visited online organisations for all ages;99%of each age group visited Alphabet-owned services and at least 96%across all age groups visited Meta-owned services in May 2023.Among adults,social media organisations Byte

98、dance(which owns TikTok),with 72%reach,Snap,with 71%,and X(formerly Twitter),17 with 61%,only appear in the top ten for adults aged 18-24.The music streaming service Spotify appears in the top ten for adults aged under 35,(ranked eighth for 18-24s,at 69%reach,and tenth for 25-34s,at 61%).The likelih

99、ood of visiting organisations websites or apps that include news services increases with age:only the BBC(67%reach)is in the top ten for 18-24 year olds;both the BBC(70%)and Reach Plc(68%)are in the top ten for 25-34 year olds;the three news services the BBC(77%),Reach Plc(75%),and News UK sites(64%

100、)are in the top ten for 35-44-year-olds;while four news services appear in the top ten for those aged 45+.UK Government sites appear in the top ten services for 25-44s(62%reach for 25-34s and 63%for 35-44s).18 Roblox was the only organisation in the top five for children aged 8-12 which did not appe

101、ar in the top five for 15-17s or for young adults Our childrens online passive measurement pilot study indicates that like adults,nearly all the 162 online children aged 8-12 visited Alphabet during our fieldwork period(98%).As with adults,Meta 14 Organisations are the parent companies of the groups

102、 of websites and apps;for instance,Alphabet organisations include Google Search,Gmail and YouTube;Meta includes Facebook and Messenger,Instagram and WhatsApp.15 Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK.16 Ipsos,Ipsos iris Online Audience Measurement Service,May 2022 a

103、nd May 2023,age:18+,UK.17 Twitter rebranded to X on 24th July 2023.18 Ipsos,Ipsos iris Online Audience Measurement Service,May 2022 and May 2023,age:18+,UK.17 was the second-most-visited organisation,with an online reach of 85%.Bytedance inc.(which owns TikTok)was the third-most-visited site and app

104、 with 68%reach,followed by Roblox(64%)and Amazon(60%).Next most visited site and apps were Apple(57%)and Microsoft(51%)sites and apps.Netflix(42%),19 Snapchat(36%)and Spotify(34%)made up the rest of the top ten most-visited organisations among 8-12-year-olds.20 Figure 8:Top ten organisations visited

105、 by UK online children aged 8-12 on smartphones,tablets or computers Source:Ofcom Ipsos Childrens Online Passive Measurement 2023,age:8-12,UK.Base:162.Reach based on seventeen children visiting organisation at least once over three-week measurement period in January-February 2023 combined with resul

106、ts from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.See Methodology for further details.Netflix is understated as it does not cover TV set use.Spotify is understated as

107、 it only covers foreground use and smart devices are not included.19 Netflix is likely significantly understated as it does not cover TV set use.20 Ofcom Ipsos Childrens Online Passive Measurement 2023,age:8-12,UK.Base:162.Reach based on seventeen children visiting organisation at least once over th

108、ree-week measurement period in January-February 2023 combined with results from 145 children who were measured for four weeks during April-July 2023.Due to low base size data should be treated as indicative only and not representative.98%85%68%64%60%57%51%42%36%34%18 Figure 9:Top ten organisations v

109、isited by UK online adults on smartphones,tablets or computers,by nation:May 2023 Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,Ranking report,age:18+,UK,England,Scotland,Wales,and Northern Ireland.Note:Each organisation has been allocated a colour.UK England Scotland Wales No

110、rthern Ireland Rank Organisation Reach Organisation Reach Organisation Reach Organisation Reach Organisation Reach 1 Alphabet 99%Alphabet 99%Alphabet 100%Alphabet 99%Alphabet 99%2 Meta 97%Meta 96%Meta 97%Meta 98%Meta 99%3 Amazon Inc 89%Amazon Inc 89%Amazon Inc 88%Amazon Inc 90%Amazon Inc 94%4 Micros

111、oft Corporation 87%Microsoft Corporation 87%Microsoft Corporation 84%Microsoft Corporation 84%Microsoft Corporation 88%5 BBC Corporation 77%BBC Corporation 77%BBC Corporation 77%Reach Plc 80%BBC Corporation 84%6 Reach Plc 72%Reach Plc 72%Reach Plc 72%BBC Corporation 79%Reach Plc 78%7 eBay Inc 64%eBa

112、y Inc 64%Apple Inc 65%eBay Inc 64%PayPal Inc 67%8 Apple Inc 63%Apple Inc 63%PayPal Inc 62%Mail Metro Media 62%UK Government 66%9 PayPal Inc 62%PayPal Inc 62%News UK Sites 61%PayPal Inc 60%Mail Metro Media 63%10 Mail Metro Media 60%Mail Metro Media 60%eBay Inc 60%UK Government 59%News UK Sites 62%19

113、Figure 10:Top ten organisations visited by UK online individuals on smartphones,tablets or computers,by age group:May 2023 Source:Ipsos,Ipsos iris Online Audience Measurement Service,Ranking report,May 2023,age:15+,UK.Note:Each organisation has been allocated a colour.Age 15-17 18-24 25-34 35-44 45-

114、54 55-64 65+Organisation Reach Organisation Reach Organisation Reach Organisation Reach Organisation Reach Organisation Reach Organisation Reach 1 Alphabet 99%Alphabet 99%Alphabet 99%Alphabet 99%Alphabet 99%Alphabet 99%Alphabet 99%2 Meta 95%Meta 96%Meta 96%Meta 97%Meta 97%Meta 97%Meta 96%3 Microsoft

115、 Corporation 90%Microsoft Corporation 90%Microsoft Corporation 88%Amazon Inc 91%Amazon Inc 92%Amazon Inc 90%Amazon Inc 86%4 Amazon Inc 87%Amazon Inc 88%Amazon Inc 87%Microsoft Corporation 90%Microsoft Corporation 86%Microsoft Corporation 86%Microsoft Corporation 82%5 Bytedance Inc.72%Bytedance Inc.7

116、2%BBC Corporation 70%BBC Corporation 77%BBC Corporation 81%BBC Corporation 84%BBC Corporation 81%6 Snap Inc 71%Snap Inc 71%Reach Plc 68%Reach Plc 75%Reach Plc 77%Reach Plc 78%Reach Plc 75%7 Apple Inc 70%Apple Inc 70%PayPal Inc 64%eBay Inc 70%eBay Inc 70%eBay Inc 69%Mail Metro Media 62%8 Spotify Musi

117、c 69%Spotify Music 69%Apple Inc 62%PayPal Inc 70%PayPal Inc 68%Mail Metro Media 65%Apple Inc 58%9 BBC Corporation 66%BBC Corporation 67%UK Government 62%News UK Sites 64%Mail Metro Media 67%News UK Sites 64%eBay Inc 58%10 X(formerly Twitter)60%X(formerly Twitter)61%Spotify Music 61%UK Government 63%

118、News UK Sites 65%Apple Inc 62%News UK Sites 57%20 YouTube is the top-reaching Alphabet-owned service among children and adults YouTube which for adults includes the main YouTube app and site as well as YouTube Music,YouTube Kids and YouTube Studio is the highest-reaching(91%)Alphabet-owned service a

119、mong UK online adults.21 Our childrens online passive measurement pilot study indicates that YouTube,which for children aged 8-12 includes the main YouTube app and site as well as YouTube Music app and YouTube Kids app,is the highest-reaching(96%)Alphabet-owned service among UK online 8-12-year-olds

120、.In the UK YouTube permits use of its service if users are at least 13 years old;however,it stipulates that children of all ages may use its main service and YouTube Kids if enabled by a parent or legal guardian.Eighty-five per cent of the 8-12-year-olds in our pilot study visited the main YouTube s

121、ervice but not YouTube Kids;12%visited both the main YouTube service and YouTube Kids;and 1%used YouTube Kids only.22 Google Search23 is the second-highest-reaching Alphabet service,reaching 86%of UK online adults in May 202324 and 87%of online children aged 8-1225.Gmail is the highest-reaching emai

122、l service among adults overall,reaching 51%of UK online adults in May 2023,ahead of Microsofts Outlook at 48%(23 million).Other Alphabet-owned services include Fitbit and Snapseed(a photo-editing app)visited by 4.5 million(9.5%)and 345k(0.7%)UK online adults in May 2023 respectively.26 Nine of the t

123、op ten Alphabet-owned services appeared in both the childrens and adults ranking(see Figure 11).However,the Google Classroom app,which doesnt appear in the adults top ten,ranks tenth,reaching 5%of online children aged 8-12.Google Calendar appears in eighth position for online adults but is not in th

124、e top ten for children.27 21 Ipsos,Ipsos iris Online Audience Measurement Service,YouTube,May 2023,age:18+,UK.22 Ofcom Ipsos Childrens Online Passive Measurement 2023,age:8-12,UK.Base:162.Reach based on seventeen children visiting service at least once over three-week measurement period in January-F

125、ebruary 2023 combined with results from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.23 Does not include Google search services-Maps,Shopping,Play or News.24 Ipsos,Ipsos

126、 iris Online Audience Measurement Service,Google Search,May 2023,age:18+,UK.25 Ofcom Ipsos Childrens Online Passive Measurement 2023,age:8-12,UK.Base:162.Reach based on seventeen children visiting service at least once over three-week measurement period in January-February 2023 combined with results

127、 from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.26 Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK.27 Ofcom Ipsos Childrens Online Passive Me

128、asurement 2023,age:8-12,UK.Base:162.Reach based on seventeen children visiting service at least once over three-week measurement period in January-February 2023 combined with results from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base size d

129、ata should be treated as indicative only and not representative./Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK.21 Figure 11:Top ten,by UK online reach,of Alphabet-owned services:children(age 8-12)vs adults:2023 Online children aged 8-12:reach*Online adults:reach in May 202

130、3 Source:Ofcom Ipsos Childrens Online Passive Measurement 2023,age:8-12,UK.Base:162.*Reach based on seventeen children visiting service at least once over three-week measurement period in January-February 2023 combined with results from 145 children who were measured for four weeks during April-July

131、 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative./Ipsos,Ipsos iris Online Audience Measurement Service,Alphabet breakdown,May 2023,age:18+,UK.Note:custom defined list by Ofcom,Google Play services app has not been included as this is a

132、background service and library for use by mobile apps running on the device.Google Search does not include services Maps,Shopping,Play or News.UK adult internet users spent an average of 45 minutes a day on Meta-owned sites or apps and 35 minutes on Alphabet-owned sites or apps By time spent,Alphabe

133、t and Meta remain the top two leading organisations accessed on smartphones,tablets,and computers.As in May 2022,21%of average daily time spent online by UK online adults in May 2023 was on Meta-owned apps or sites(May 2022:21%,44 mins),and 16%was on Alphabet-owned apps or sites(May 2022:16%,35 mins

134、).Of the 45 minutes spent on Meta services,26 minutes were spent on Facebook and Messenger,11 minutes on WhatsApp and just under 9 minutes on Instagram.Both organisations have a sizeable lead over the rest;Bytedance Inc.,in third place,accounts for only 5%of time spent online by UK adults,up from 4%

135、in May 2022(2022:9 mins daily average per person;2023:11 mins daily average per person).28 Although UK online adults spend the most time on average on services from these three organisations,they also spend a large portion of their time(1 hour 27 minutes total)on a diverse group of smaller services

136、which meet their interests and needs,such as accommodation sites(e.g.,28 Ipsos,Ipsos iris Online Audience Measurement Service,time on smartphones,tablets,and PCs only,May 2022&May 2023,age:18+,UK.5%6%7%14%17%20%38%43%87%96%Google Classroom appPhone by Google appGoogle Drive appGoogle Photos appGoogl

137、e Messages appGoogle MapsGmailGoogle Play StoreGoogle SearchYouTube10%22%23%28%29%42%51%69%86%91%Phone by Google appGoogle Messages appGoogle Calendar appGoogle Drive appGoogle Photos appGoogle Play StoreGmailGoogle MapsGoogle SearchYouTube 22 Airbnb;6 seconds May 2023 daily average per online adult

138、),neighbourhood social networking services(e.g.,Nextdoor;20 seconds),and online banking services(e.g.,Santander;16 seconds).29 Time spent on Netflix(2 minutes daily average per online adult in May 2023 and May 2022)is significantly understated,as the data only captures time spent on smartphone,table

139、ts and computers and excludes time spent watching Netflix on connected TV sets or smart displays.The same applies to YouTube(19 minutes daily average per online adult in 2022 and 18 minutes in 2023),which is captured under Alphabets time.The figure for time spent on Spotify(three minutes daily avera

140、ge per online adult in May 2023,and two minutes daily average per online adult in May 2022)does not include time spent listening on smart devices or while the app is not on the foreground of the screen,but audio is playing.30 Figure 12:Share of average time spent online per day by UK adult online po

141、pulation,by organisation(hours:minutes):May 2023 Source:Ipsos,Ipsos iris Online Audience Measurement Service,organisations,time on smartphones,tablets and computers only,May 2023,age 18+,UK.Top applications Adults used an average of 36 apps on smartphones in May 2023 The average number of apps used

142、is based mainly on their use on smartphones;adults on average used 36 apps on their smartphones in May 2023,up by four since May 2022(32).The average number of apps used across smartphones and tablets,among adults,has risen from 33 apps in May 2022 to 38 in May 2023.Those aged 25-44 used more apps t

143、han other age groups,at an average of 29 Ipsos,Ipsos iris Online Audience Measurement Service,time on smartphones,tablets,and PCs only,May 2023,age:18+,UK.30 Ipsos,Ipsos iris Online Audience Measurement Service,time on smartphones,tablets,and PCs only,May 2022&May 2023,age:18+,UK.23 42 apps in May 2

144、023,with 55+using the least(32).The average number of apps used by adults rose year on year across all age groups.31 Our childrens online passive measurement pilot study indicates the average number of apps used by 8-12-year-old children on smartphones,whose online use was measured for a period up t

145、o 4 weeks,was 17.32 Figure 13:Average number of apps visited on smartphone by UK internet users,by age:May 2022 and May 2023 Age 15-17 18-24 25-34 35-44 45-54 55+May 2023 38 38 41 41 38 30 May 2022 33 33 36 36 33 26 Source:Ipsos,Ipsos iris Online Audience Measurement Service,app,May 2022 and May 202

146、3,age:15+,UK.Note:Custom data supplied by Ipsos.Meta-owned WhatsApp,Facebook and Facebook Messenger were the top three smartphone apps by UK online adult reach in May 2023 Eighty-nine per cent of UK online adult smartphone users visited the WhatsApp app in May 2023,maintaining its status as the go-t

147、o communication app.The Facebook app reached 81%of UK online smartphone-using adults,while the Facebook Messenger app reached 72%.Google Maps was the fourth most popular smartphone app,visited by 70%of adults,followed by YouTube at 67%.Amazon was the most popular online shopping app for all three ad

148、ult age ranges(Figure 14).TikTok appeared in the top ten for 18-34 year olds and was in 16th and 36th position for 35-54 year olds and 55+respectively.Spotify was the most popular music app for young adults,but Apple Music was the most popular for 35+.33 Google Play Store appears in the top ten for

149、those aged 55+but not for other adult age groups,this is probably because those aged 55+are more likely than other adult age groups to own an Android phone which has the Google Play Store app pre-downloaded(see next paragraph),and because on average they use fewer apps than other adults(average 30 s

150、martphone apps,see figure 13).34 Figure 14:Top ten smartphone apps,UK adult reach,by age:May 2023 Age 18-34 35-54 55+App Online reach(%)App Online reach(%)App Online reach(%)1 WhatsApp 90%WhatsApp 90%WhatsApp 89%31 Ipsos,Ipsos iris Online Audience Measurement Service,app,May 2022&May 2023,age:15+,UK

151、.Note:Custom data supplied by Ipsos.32 Ofcom Childrens Online Passive Measurement 2023,age:8-12,UK.Base:90.Reach based on seventeen children visiting service at least once over three-week measurement period in January-February 2023 combined with results from 145 children who were measured for four w

152、eeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.33 Ipsos,Ipsos iris Online Audience Measurement Service,top smartphone apps,May 2023,age:18+,UK.34 Ipsos,Ipsos iris Online Audience Measurement Service,top smartphon

153、e apps,May 2023,age:18+,UK.24 Age 18-34 35-54 55+2 Facebook 80%Facebook 84%Facebook 78%3 YouTube 80%Facebook Messenger 76%Google Maps 66%4 Instagram 79%Google Maps 73%Facebook Messenger 65%5 Facebook Messenger 74%YouTube 71%YouTube 53%6 Google Maps 71%Instagram 68%Apple Music 51%7 Spotify 63%Amazon

154、66%Amazon 49%8 Gmail 60%eBay 52%Instagram 47%9 Amazon 60%Gmail 52%Gmail 46%10 TikTok 54%Apple Music 51%Google Play Store 43%Source:Ipsos,Ipsos iris Online Audience Measurement Service,smartphone app,May 2023,age:18+,UK.Alphabet-owned apps are the most-visited apps by UK adults on Android smartphones

155、,while Meta-owned apps are the most-visited apps on iPhones Fifty-one per cent of smartphone users in the UK aged 16+use an Apple smartphone,while 46%use an Android smartphone.35 Those aged 16-24 are more likely to use an Apple smartphone(68%)than an Android(30%)while over-54s are more likely to use

156、 an Android(56%)than an Apple smartphone(40%).People in the AB socio-economic group are more likely to have an Apple smartphone(61%)than those in the DE group(39%).Over half of those in Scotland(53%)and England(52%)said they used Apple smartphones(Android:Scotland 44%,England 46%),whereas in Wales A

157、ndroid smartphones are more prominent(52%Android,47%Apple).In Northern Ireland the split is more even,with 43%using Apple,42%Android,8%neither of these and 8%saying dont know.36 Six of the ten most-visited apps on Android phones by UK adults are owned by Alphabet-Alphabet owns the Android operating

158、system.This compares to two in ten Apple-owned apps on iPhones.Many of these apps come pre-installed,including Google Play,Google Maps and Gmail on Android,and Apple Music and Apple Weather on iPhones.Google Maps,despite the fact that it is not pre-installed on iPhones,has higher reach than Apple Ma

159、ps on iPhones.Apple Maps ranked just outside the top ten(at 11),reaching 44%of iPhone users,which suggests the prominence of Google Maps as the go-to navigation service.37 35 Ofcom Technology Tracker 2023.1%said neither and 1%said dont know.36 Ofcom Technology Tracker 2023.37 Ipsos,Ipsos iris Online

160、 Audience Measurement Service,app only Android vs.iOS,smartphone only,May 2023,age:18+,UK.25 Figure 15:Top ten smartphone apps in May 2023,Android phones vs iPhones,based on reach as a%of the total smartphone app universe Source:Ipsos,Ipsos iris Online Audience Measurement Service,app only Android v

161、s iOS,smartphone only,May 2023,age:18+,UK.Note:Apple App Store is not measured by Ipsos iris,Google Play services app has not been included as this is a background service and library for use by mobile apps running on the device.Following an enhancement there has been an increase in data for some ba

162、ckground apps like Apple Music compared to previous years data.Meta-owned WhatsApp,Facebook,Facebook Messenger and Instagram are the top four most-visited smartphone apps daily Metas apps also have high daily reach:as the table below shows,four of the five apps with the highest daily reach on smartp

163、hones are owned by Meta.The top apps(based on adult visitors on an average day in May 2023)can all be used for messaging or calls.There are demographic differences;the top five apps among 18-24-year-olds were WhatsApp(57%),Instagram(56%),YouTube(42%),TikTok(40%)and Facebook Messenger(39%).38 Figure

164、16:Top five smartphone apps visited on an average day by UK online adults:May 2023 Rank Smartphone app Parent company Average daily UK online adult reach in May 2023 Daily online adult reach in May 2023 1 WhatsApp Meta 61%27.3 million 2 Facebook Meta 50%22.5 million 3 Facebook Messenger Meta 39%17.7

165、 million 4 Instagram Meta 34%15.4 million 38 Ipsos,Ipsos iris Online Audience Measurement Service,top smartphone apps by average daily reach,May 2023,age:18-24,UK.91%90%86%76%75%62%60%58%51%47%Apple MusicWhatsAppFacebookFacebook MessengerInstagramGoogle MapsYouTubeAmazonApple WeatherSpotifyiPhones93

166、%88%79%76%73%71%66%58%52%51%Google Play StoreWhatsAppGoogle MapsYouTubeFacebookGmailFacebook MessengerAmazonGoogle DriveGoogle MessagesAndroid phonesAlphabetMetaAmazonAppleSpotify 26 Rank Smartphone app Parent company Average daily UK online adult reach in May 2023 Daily online adult reach in May 20

167、23 5 Gmail Alphabet 28%12.6 million Source:Ipsos,Ipsos iris Online Audience Measurement Service,top smartphone apps by average daily reach,May 2023,age:18+,UK.YouTube and WhatsApp were the highest-reaching smartphone apps for online children aged 8-12 WhatsApp and YouTube smartphone apps had the hig

168、hest reach among smartphone-using 8-12 year olds,whose online use was measured for a period up to 4 weeks in our pilot study,with four in five using them at least once during this period.These were followed by TikTok(57%),Roblox(55%),Facebook(43%),Google Play store(41%),Snapchat(40%),Bytedances phot

169、o-editing app Capcut(36%),Gmail(35%)and Spotify(34%).39 WhatsApp had a daily reach of 68%compared to 57%for YouTube.40 39 Ofcom Ipsos Childrens Online Passive Measurement 2023,age:8-12,UK.Base:127.Reach based on seventeen children visiting service at least once over three-week measurement period in

170、January-February 2023 combined with results from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.40 Ofcom Ipsos Childrens Online Passive Measurement 2023,age:8-12,UK.Base:1

171、27.Due to low base size data should be treated as indicative only and not representative.27 Online sectors Introduction This chapter explores childrens and adults behaviour and use of online services,on selected online sectors:search engines,social media,messaging and calling,dating,pornographic con

172、tent services,news,education,retail and gaming,and looks at the use of generative artificial intelligence.As seen in the last chapter,many of the highest-reaching online services are those that most of the population have been familiar with for years.YouTube remains the highest-reaching social media

173、 service for adults,and for the 8-12-year-old children measured in our study.New online services are also making an impact in the UK.Instagrams microblogging app Threads piqued interest among some UK adults,but X(formerly Twitter)maintains its position as the highest-reaching microblogging service.I

174、n gaming,Candy Crush remains the top gaming app,but Royal Match(a puzzle game launched two years ago)has become the next highest-reaching games app among adults.Roblox was the most popular game used by the 8-12-year-olds in our study,which also found a wide array of other games apps with reach of 15

175、%or less among online 8-12-year-olds.In retail,Temu,the challenger retail marketplace,increased its reach within five months of launch to become the third-highest-reaching retailer among adults by August 2023.In the past year generative AI has been attracting interest among adults and children.The l

176、aunch of ChatGPT has led to other online services either releasing their own generative AI tools or incorporating ChatGPT into their services,as was done by Snapchat;its Snapchat My AI is the highest-reaching generative AI service among children.28 Key metrics Figure 17:Top-reaching online service b

177、y sector among UK online adults,by nation:May 2023 Service UK England Scotland Wales N.Ireland Search Google search 86%Google search 86%Google search 85%Google search 87%Google search 87%Generative AI ChatGPT 23%ChatGPT 24%ChatGPT 19%ChatGPT 12%ChatGPT 29%*Social Media YouTube 91%YouTube 91%Facebook

178、&Messenger 93%Facebook&Messenger 93%Facebook&Messenger 95%Messaging and call WhatsApp 85%WhatsApp 86%WhatsApp 82%WhatsApp 87%WhatsApp 88%Dating Tinder 5%Tinder 5%Tinder 4%Tinder 5%Tinder 7%Services for Pornographic content PornHub 18%PornHub 17%PornHub 18%PornHub 17%PornHub 20%Gaming apps Candy Crus

179、h Saga 5%Candy Crush Saga 6%Candy Crush Saga 5%Pokmon GO 6%Roblox 8%News BBC 70%BBC 70%BBC 70%BBC 73%BBC 79%Retail Amazon 88%Amazon 86%Amazon 85%Amazon 88%Amazon 92%Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK.Note:BBC excludes reach via Apple News./ChatGPT:Ofcom,O

180、nline research panel poll:Generative artificial intelligence,June 2023.*Caution N.Ireland ChatGPT low base size(00:01 Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2022 and May 2023,age:18+,UK.Note:Google Search does not include Google search services-Maps,Shopping,Play or News.Bs

181、UK online adult reach rose from 33%in January 2023 to 46%in May 2023,following the introduction of Bing AI In February 2023,Microsoft launched a new version of its Bing search service and Edge web browser powered by OpenAIs Chat GPT-4 technology,called Bing Chat.48 In February 2023 18.5 million adul

182、ts visited ,an increase of nearly 3 million adults compared to January 2023(15.6 million);this upward trend continued until April 2023,after which reach plateaued,with 21.2 million adults visiting the site in August 2023.49 Unlike the OpenAI website,(see figure 21 in Generative artificial intelligen

183、ce section)which has a higher reach among younger internet users,the reverse is true for :4.8 million of those aged 65+visited in August 2023 while only 98k of those aged 65+visited the OpenAI website.50 Google is also integrating AI technology as part of its services,firstly with the launch of Goog

184、le Bard,although at the time of writing this is not part of its core search engine.Google is offering Bard as a separate experimental AI chatbot.At time of writing Google is also working on embedding generative AI capabilities into its search engine and in the USA is testing its Search Generative Ex

185、perience with interested members of the public.51 48 Microsoft,Reinventing search with a new AI-powered Microsoft Bing and Edge,7 February 2023.49 Ipsos,Ipsos iris Online Audience Measurement Service,monthly 2023 data,age:18+,UK.50 Ipsos,Ipsos iris Online Audience Measurement Service, and Open AI we

186、b,August 2023,age:65+,UK.51 Google blog,Supercharging Search with generative AI,10 May 2023.31 Figure 19:Monthly reach of B website,by age:October 22 August 23 Source:Ipsos,Ipsos iris Online Audience Measurement Service,October 2022-August 2023,age:18+,UK.Generative artificial intelligence Generativ

187、e artificial intelligence(generative AI)broadly refers to algorithms that can create new content in response to a prompt.Various AI algorithms then return new content in response to the prompt.The new content can include text,images,audio,video or code.The content created closely resembles the conte

188、nt on which the model was trained.The monetisation of generative AI is at a very early stage,currently comprising a variety of business models(ad-funded,subscription,payments and licensing)and is likely to remain diverse in the medium-term.Three in ten UK internet users aged 16+said they used a gene

189、rative artificial intelligence tool Online men aged 16+in the UK are more likely than women to say they had used a generative AI tool(39%vs 24%).Seventy-four percent of online 16-24 year olds said they used a generative AI tool while 14%of those aged 45+said the same(25-34 year olds:50%;35-44 year o

190、lds:35%).The most popular reason given for using generative AI tools was to chat or explore the technology,cited by 48%of internet users aged 16+who had previously used generative AI tools.Fifty-eight per cent of UK internet users aged 16+said they used a generative AI tool for fun,a third said they

191、 used it for work purposes and a quarter said they used it to help with their studies.Sixty-nine per cent of internet users said they had never used a generative AI tool or said they didnt know.The most popular reason for not doing so was that they were not interested in the technology(36%),followed

192、 by dont need to use generative AI(31%)or dont know what it is(24%).52 52 Ofcom,Online research panel poll:Generative artificial intelligence,June 2023 1.3m1.3m1.7m1.7m1.9m2.1m2.3m2.3m2.1m2.1m2.m2.0m2.2m2.2m2.4m2.8m3.3m3.5m3.3m3.5m3.3m3.3m2.5m2.6m2.6m2.6m3.1m3.6m3.9m3.9m3.6m3.7m3.6m2.3m2.4m2.5m2.7m3

193、.2m3.6m3.9m3.8m3.7m3.6m3.6m2.5m2.6m2.7m2.7m3.4m3.7m3.8m3.9m4.1m3.9m3.9m3.3m3.2m3.5m3.5m4.1m4.6m4.8m4.7m4.8m4.8m4.8mOct-22Nov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-2318-2425-3435-4445-5455-6465+32 But internet users are also conscious of the potential risks of generative AI,with over

194、half(58%)concerned about its future impact on society.Two-thirds of online 1624-year-olds said they were worried about its future societal impact,while 53%of 25-34 year olds said the same.53 Figure 20:UK use of generative AI,online age 16+Source:Ofcom,Online research panel poll:Generative artificial

195、 intelligence,June 2023.Multi-select question:And for what purpose did you use a G-AI tool?Base:Those who said they had previously used generative AI.At its peak in May 2023,3.4 million UK adults visited the OpenAI website54 OpenAI provides two types of generative AI tools;Dall-E,its image generatio

196、n tool,and ChatGPT,its chatbot.On 30 November 2022,OpenAI launched ChatGPT,its large language model-based chatbot,on its website.A study estimated that ChatGPT reached 100 million monthly active users globally in January 2023.55 At the time of writing there were three versions of ChatGPT available:1

197、)ChatGPT-3.5,a freely available chatbot Gen AI;2)GPT-4,made publicly available in March 2023 via a 16-per-month subscription to ChatGPT Plus,giving subscribers access to a more advanced model responding faster than the free version;and 3)ChatGPT Enterprise,aimed at businesses and offering enhancing

198、security and privacy features and a faster version of ChatGPT-4 which launched in August 2023.In September 2023,OpenAI announced the integration of DALL-E 3 into ChatGPT Plus and Enterprise,translating text requests into detailed images.56 OpenAI has also announced the roll-out of functionality enab

199、ling the use of voice and images to engage with ChatGPT.57 53 Ofcom,Online research panel poll:Generative artificial intelligence,June 2023 54 Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK.55 Similarweb insights,ChatGPT Tops 25 Million Daily Visits,3 February 2023 56 OpenA

200、I,DALL-E 3,20 September 2023 57 OpenAI,ChatGPT can now see,hear,and speak,25 September 2023 33 In the UK,OpenAIs website audience has been growing since November 2022 among all adult age groups,with a skew towards younger adults.There was a notable drop in reach to the OpenAI website among 15-24 yea

201、r olds in June-August 2023(see figure 21 below);58 perhaps because this period was at the end of the academic year,and this age group had potentially less need to find information or content relating to their education.In May 2023,OpenAI released the ChatGPT app for iOS,59 and in July 2023 Ipsos iri

202、s reported initial data for this app,finding that 286k(0.6%)UK online adults had visited the app that month.Adult reach increased to 565k(1.2%)in August 2023 following the release of the Android version of the app in July 2023.Most(57%)of the adult app visitors did not visit the OpenAI website(323k)

203、.The majority of ChatGPT app visitors were men(71%male vs 29%female)and 36%of the app visitors were aged 25-34.60 Figure 21:Monthly reach of OpenAI website,by age:November 22 August 23 Source:Ipsos,Ipsos iris Online Audience Measurement Service,OpenAI website only,November 2022-August 2023,age:15+,U

204、K.Due to methodology enhancements,there may be a break in trend from April 2023.Among UK internet users aged 16+ChatGPT is the most widely used generative AI tool Ipsos iris data provides insight on the people visiting OpenAI and Snapchat;however,as the OpenAI website is home to both ChatGPT and DAL

205、L-E,and Snapchat includes many features including Snapchat My AI,Ofcom commissioned a survey to understand which generative AI tools people were using.This research was conducted in June 2023 and found that 23%of UK internet users aged 16+had used ChatGPT,followed by 15%having used Snapchat My AI(se

206、e figure 22).61 An example of a more niche service is Midjourney,which generates digital images from natural language descriptions and is available to use via a subscription with the basic plan starting at$10 per month.62 Ipsos iris data found that in May 2023 261k(0.6%)UK online adults had visited

207、the Midjourney website.63 58 Ipsos,Ipsos iris Online Audience Measurement Service,OpenAI website,May-August 2023,age:15+,UK.59 OpenAI,Product announcements,18 May 2023 60 Ipsos,Ipsos iris Online Audience Measurement Service,ChatGPT app,July-August 2023,age:18+,UK.61 Ofcom,Online research panel poll:

208、Generative artificial intelligence,June 2023.62 Midjourney,Subscription plans,accessed on 9 October 2023 63 Ipsos,Ipsos iris Online Audience Measurement Service,Midjourney,May 2023,age:18+,UK.29k170k244k330k478k479k540k449k356k308k73k416k598k804k1171k1145k1261k1049k840k747k36k322k548k609k926k767k863

209、k889k789k810k24k154k368k353k446k503k560k458k485k340k7k141k214k318k401k325k364k405k314k232k13k105k112k177k193k132k216k173k186k191k4k38k78k93k143k108k119k100k111k98kNov-22Dec-22Jan-23Feb-23Mar-23Apr-23May-23Jun-23Jul-23Aug-2315-1718-2425-3435-4445-5455-6465+34 In February 2023 Google launched its gene

210、rative AI tool,Bard.In March 2023 948k(2%)UK online adults visited Bard,but unlike OpenAI,which has increased in reach over time,Bards reach decreased to 1%(576k)in May 2023.64 Figure 22:UK internet users aged 16+who have used a generative AI tool Generative AI internet users aged 16+All Male Female

211、 ChatGPT 23%30%17%Snapchat My AI 15%18%12%Bing Chat 11%15%6%DALL-E 9%14%5%Google Bard 9%14%5%Midjourney 8%13%4%Source:Ofcom,Online research panel poll:Generative artificial intelligence,June 2023.Question:How often do you use the following G-AI tools?Respondents who selected the following frequency

212、of use for each generative AI tool:always,often,sometimes,or rarely.Four in five online teenagers and two in five online 7-12s have used a generative AI tool most use Snapchat My AI In June 2023,three in five(59%)online 7-17 year olds said they had used any of the following AI tools:ChatGPT,Snapchat

213、 My AI,Midjourney or DALL-E65.While there was no difference by gender at a total level,or between younger or older boys and girls,there were differences by age.While four in five teenagers aged 13-17 said they had used at least one of the AI tools(79%),two in five 7-12s had used one(40%).Three per c

214、ent of 7-17 year olds had used all of the AI tools listed,with 5%of boys saying this,compared to just 2%of girls.In June 2023,half of UK online 7-17 year olds said they had used Snapchat My AI,making it the most widely used generative AI tool of those listed,probably because it is the most accessibl

215、e,as it is accessed through existing Snapchat accounts.A third of 7-17 year olds said they had used it in the past month(fieldwork conducted in June and July 2023).Snapchats My AI chatbot initially launched in February 2023,allowing Snapchats paid subscribers to chat directly in the Snapchat app wit

216、h an AI chatbot powered by OpenAIs GPT technology.66 In April 2023 the AI chatbot became available to all Snapchat users for free.67 Girls are slightly more likely than boys to have ever used Snapchat My AI(54%vs 48%),and usage is much higher among 13-17 year olds;72%have ever used it,compared to 30

217、%of 7-12s.Teen girls are the most likely users,with 75%saying they have ever used Snapchat My AI.Snapchat has a minimum age threshold of 13;this will be a factor for the higher reach among older children compared to younger children.64 Ipsos,Ipsos iris Online Audience Measurement Service,Bard,May 20

218、23,age:18+,UK.65 Other generative AI tools were available in the market during our survey period,but during the conception of the research these services were highlighted as they were currently prominent in public discussion.66 Snapchat Newsroom,Say Hi to My AI,27 February 2023 67 Snapchat Newsroom,

219、SPS 2023:Whats next for My AI,19 April 2023 35 One in four(24%)7-17 year olds have used ChatGPT,with boys more likely than girls to have done so(34%vs 14%).This generative AI tool is also more popular among teens(29%)than 7-12s(19%),peaking sharply among older boys,at 41%.One in six(16%)said they ha

220、d used ChatGPT in the past month,with boys far more likely than girls to have done so(23%vs 9%).68 Figure 23:Online children who have used artificial intelligence tools Source:CHILDWISE summer omnibus 2023.Services used in the past six months:Fieldwork conducted June-July 2023.Social media Social me

221、dia services connect users and enable them to build communities around common interests or connections,allowing them to create and share a wide range of content.Typically,users can find,follow and communicate with each other through direct messaging,posting or sharing content,as well as commenting a

222、nd reacting to content.Some social media services are also video-sharing services where users can upload and share videos with the public.They often allow users to communicate through private messaging,posting content,and expressing their opinions of videos.In addition,users can often follow or subs

223、cribe to creators of content.Some video-sharing services also support livestreaming.Social media is monetised primarily through advertising,often targeted based on users online behaviour and demographic information.In 2022,social display advertising amounted to 6.7bn,more than doubling in five years

224、.However,as the online advertising market matures and its growth plateaus,social media companies are diversifying and experimenting with paid-for revenue streams.In the past few years,most social media companies have introduced a premium subscription model option offering enhanced services.YouTube i

225、s the most popular social media service among adults YouTube is the highest-reaching social media service among UK online adults using smartphones,tablets or computers,taking the top spot in May 2023 from Facebook(including Messenger),with 68 CHILDWISE,summer omnibus 2023.4%4%14%54%59%8%10%34%48%59%

226、6%7%24%51%59%MidJourneyDALL-EChatGPTSnapchat My AIUsed any of these AI toolAge 7-177-17Boy 7-17Girl 7-1740%30%19%6%7%40%28%26%9%9%39%32%12%3%5%Used any ofthese AI toolSnapchat My AIChatGPTDALL-EMidJourneyAge 7-127-12Boy 7-12Girl 7-1279%72%29%7%5%78%68%41%10%8%80%75%17%4%3%Used any ofthese AI toolSna

227、pchat My AIChatGPTDALL-EMidJourneyAge 13-1713-17Boy 13-17Girl 13-17 36 more than nine in ten(91.0%)visiting it that month.In May 2022,Facebook was the highest-reaching social media service,reaching 93.8%of UK online adults but in May 2023 it had 1.4 million fewer adult visitors,maintaining a high ov

228、erall UK online adult reach(90.7%)but now on par with YouTube.TikTok,in fifth place,overtook LinkedIn,now ranked sixth,reaching 44.3%of UK online adults in May 2023,up by 9 percentage points since May 2022(34.7%).UK online 18-24-year-olds are avid users of social media,and over half of them are visi

229、ting six social media platforms:96%visited YouTube in May 2023,87%visited either Facebook or Facebook Messenger,86%visited Instagram,72%visited TikTok,71%visited Snapchat and 61%visited X(formerly Twitter).69 Photo-sharing app BeReal was among the top ten social media services visited by 18-24-year-

230、olds(1.4 million in May 2023,ranked tenth).It had 2.0 million UK online adult visitors in May 2023,making it the 16th highest-reaching social media service among adults overall.BeReals UK adult users rose from 282,000 in July to 1.4 million by August 2022,a fivefold increase.Significant growth in re

231、ach continued until late 2022 but has since plateaued.BeReals adult audience is primarily made up of Gen Z,with 70%of its UK adult visitors aged 18-24.70 Facebook visitors aged 45+spend half an hour on the platform per day,while 18-24s spend just 12 minutes per day There are clear demographic differ

232、ences in the amount of time spent on some social media services.In May 2023 Facebook and Messenger visitors aged 45+spent more time than 18-24-year-olds(averaging 29 vs 12 minutes per day)on these platforms.(May 2022 figures:45-year-olds:36 minutes;18-24s:17 minutes).But on YouTube,TikTok,Instagram

233、and Snapchat,18-24-year-old visitors spent more time than older visitors.In May 2023 the 3.8 million UK 18-24-year-old TikTok visitors spent an average 55 minutes on TikTok per day(May 2022:3.5 million,53 minutes),while the 3.8 million 18-24-year-old Snapchat visitors spent 58 minutes per day(May 20

234、22:3.5 million,42 minutes).In comparison,those aged 45+visiting TikTok(8.2 million)and Snapchat(1.8 million)spent on average 9 minutes daily on each service in May 2023(May 2022:TikTok 11 minutes and Snapchat 5 minutes).71 69 Ipsos,Ipsos iris Online Audience Measurement Service,May 2022 and May 2023

235、,age:18+,UK.70 Ipsos,Ipsos iris Online Audience Measurement Service,BeReal,July 2022,August 2022 and May 2023,age:18+,UK.71 Ipsos,Ipsos iris Online Audience Measurement Service,May 2022 and May 2023,age:18+,UK.Note:time spent based on monthly average time per visitor in month divided by number of da

236、ys in month.37 Figure 24:UK online adult reach of top ten social media sites/apps:May 2022 and May 2023 May 2023 reach rank UK total adult audience in month UK online adult reach Average daily adult audience in month Average time spent per day by adult visitor Social media May 2022 May 2023 Year-on-

237、year change May 2023 May 2022 May 2023 Year-on-year change May 2022 May 2023 1 YouTube 43.9m 43.5m -0.3m 91%20.1m 20.4m+0.3m 20 minutes 20 minutes 2 Facebook&Messenger 44.8m 43.4m-1.4m 91%32.1m 29.5m-2.6m 32 minutes 23 minutes 3 Instagram 34.2m 34.7m+0.5m 73%15.6m 16.6m+1.0m 10 minutes 12 minutes 4

238、X(Twitter)26.8m 24.0m-2.9m 50%10.3m 9.5m-0.8m 6 minutes 10 minutes 5 TikTok 16.6m 21.2m+4.6m 44%5.4m 6.7m+1.3m 27 minutes 26 minutes 6 LinkedIn 18.6m 18.9m+0.3m 39%4.7m 5.3m+0.6m 2 minutes 2 minutes 7 Reddit 14.9m 15.6m+0.7m 33%3.3m 3.6m+0.3m 5 minutes 5 minutes 8 Pinterest 14.0m 12.5m-1.5m 26%2.1m

239、1.9m-0.2m 1 minute 1 minute 9 Snapchat 9.8m 10.3m+0.4m 21%5.2m 5.8m+0.6m 22 minutes 29 minutes 10 Nextdoor 9.3m 8.2m-1.1m 17%2.7m 2.5m-0.2m 2 minutes 2 minutes Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2022&May 2023,social media,age:18+,UK.Note:TV set and smart display use not

240、included.Time spent based on monthly average time per visitor in month divided by number of days in month.Custom-defined list by Ofcom.38 Research into online 8-12-year-olds found that social media reach increases with age,with older children more likely to use it Almost all the children in our pilo

241、t study visited a social media service(97%).YouTube,Facebook(including Messenger)and TikTok were the highest-reaching social media services among online children aged 8-12,whose online use was measured for a period up to 4 weeks in our pilot study,reaching 96%,72%and 66%respectively.However,when loo

242、king at average per day visits,after YouTube at 61%,TikTok was the next highest-reaching(35%)followed by Snapchat(25%)and Facebook(19%).X(formerly Twitter)had a reach of 16%over the fieldwork period72 while BeReals reach was 8%.Although BeReals month reach was less than one in ten,its daily reach wa

243、s 5%,which points to it having a small but dedicated user base among our sample.Our pilot study indicates that older children(11-and 12-year-olds)are more likely to use social media:72%of 11-12s use TikTok weekly versus 37%of 8-10s.One in five children aged 8-10 used TikTok daily,compared to 58%of 1

244、1-to 12-year-olds.Snapchat was comparable here,with 13%of 8-10s using this service compared to 42%of 11-and 12-year-olds.Capcut,a video-editing app owned by TikTok owner Bytedance,was visited by 32%of online 8-12-year-olds and was the 14th highest-reaching service among the children studied.Our pilo

245、t study indicates that girls are twice as likely as boys to visit this service(43%v 21%).73 Among adults Capcut was visited by 874k(2%)UK online adults in May 2023.Capcut is particularly popular among younger online users;68%of its adult audience are aged 18-34(598k).Ninety-four per cent of adults w

246、ho visited Capcut(822k)also visited TikTok,suggesting that a main use of CapCut is to produce videos to be uploaded to TikTok.74 Figure 25:Top six social media services based on pilot study total period reach among online children aged 8-12 Source:Ofcom Ipsos Childrens Passive Measurement 2023,age:8

247、-12,UK.Base:162.Period reach:includes seventeen children visiting service at least once over three-week measurement period in January-February 2023 72 Fieldwork period includes seventeen children visiting service at least once over three-week measurement period in January-February 2023 combined with

248、 results from 145 children who were measured for four weeks during April-June 2023.73 Ofcom Ipsos Childrens Passive Measurement 2023,age:8-12,UK.Base:162.Reach based on seventeen children visiting service at least once or weekly or daily over three-week measurement period in January-February 2023 co

249、mbined with results from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.74 Ipsos,Ipsos iris Online Audience Measurement Service,Capcut and TikTok,May 2023,age:18+,UK.YOUTU

250、BEFACEBOOK&MESSENGERTIKTOKSNAPCHATINSTAGRAMPINTEREST 39 combined with results from 145 children who were measured for four weeks during April-June 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.See Methodology for further details.TV se

251、t and smart display use is not included.Figure 26:UK online 1517-year-olds top six social media by reach:May 2023 Rank Social media 15-17 year old reach May 2023 Online aged 15-17 reach in May 2023 1 YouTube 2.2m 96%2 Facebook&Messenger 2.0m 87%3 Instagram 1.9m 86%4 TikTok 1.6m 72%5 Snapchat 1.6m 71

252、%6 X(formerly Twitter)1.4m 60%Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,Ranking report,Category:Social media,age:15-17,UK.Note:TV set and smart display use not included.The 8-12-year-old Snapchat users in our research spent an average of 1 hour 18 minutes a day on Snapchat

253、 In our pilot study research,the 36%of online 812-year-olds who used Snapchat spent an average of 1 hour 18 minutes a day on it,and this was predominantly driven by 11-12 year old users.8-12-year-old girls spent,on average,33 minutes more than boys(girls:93 minutes vs boys:60 minutes).The 96%of onli

254、ne 8-12-year-olds who used YouTube spent about an hour per day using YouTube across smartphone,tablet and computer(63 minutes),boys spent more time than girls on YouTube 1 hour 19 minutes compared to 48 minutes.The next highest time spent per day was among the 66%of TikTok-using online 812-year-olds

255、 at an average of 46 minutes a day.Girls spend more time than boys on TikTok(52 minutes vs 37 minutes).The 72%and 28%of online 812-year-olds who used Facebook and Messenger,and Instagram respectively spent significantly less time on these services,spending 3 minutes per day on each of these services

256、.75 75 Ofcom Ipsos Childrens Passive Measurement 2023,age:8-12,UK.Base:162.Data based on seventeen children measured over three-week period in January-February 2023 combined with results from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base si

257、ze data should be treated as indicative only and not representative.40 Figure 27:Average time spent per day by 8-12-year-old visitors to top five reaching social media services:hours:minutes Snapchat YouTube TikTok Facebook&Messenger Instagram Age of visitor 8-12 01:18 01:03 00:46 00:03 00:03 8-10 0

258、0:26 01:14 00:32 00:02 00:02 11-12 01:49 00:47 00:57 00:04 00:03 Source:Ofcom Ipsos Childrens Passive Measurement 2023,age:8-12,UK.Base:162.Top five based on period reach of seventeen children visiting service at least once over three-week period in January-February 2023 combined with results from 1

259、45 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.By the start of September 2023,23%of UK online individuals aged 16+had used Instagrams microblogging service Threads Instagra

260、ms microblogging service,Threads,launched on 5 July 2023 and became the most rapidly downloaded app in history,with more than 100 million global users signing up in the five days after launch.76 Ofcom commissioned research to explore the variety of microblogging platforms people are using77 and whet

261、her users are posting content on microblogging services.In the UK by the start of September less than three months after launch,just under a quarter(23%)of online users aged 16+said they had ever used Threads significantly lower than those reporting to have ever used X(formerly Twitter)(52%).Of thos

262、e who had used Threads,one-third(31%)reported posting content on the service in the past month.Of those who had ever used X,29%said they had posted content in the past month.78 According to Ipsos iris data X/Twitter has been experiencing a gradual decline in UK online adult reach in recent years,wit

263、h the number of visitors to the service dropping by 11 percentage points between May 2021(61%UK online adult reach)and May 2023(50%UK online adult reach).Tumblr was the second highest reaching microblogging service in May 2023,visited by 2.2 million(5%)UK online adults.79 At its peak in November 202

264、2,when Ipsos iris first reported data on Mastodon,this platform was visited by 773k(1.6%)UK online adults,but its reach has been in decline,dropping to 267k(0.6%)in December 2022,60k(0.1%)in May 2023 and then to 58k(0.1%)in August 2023.80 It should be noted 76 Quiver Quantitative,Threads tracker,acc

265、essed 4 October 2023.Counts generated using the Threads account numbers shown on Instagram pages.Reported in Forbes,Threads Now Fastest-Growing App In HistoryWith 100 Million Users In Just Five Days,10 July 2023 77 Ipsos had reportable data on X,Tumblr and Mastodon.Ipsos iris had partial data on Thr

266、eads app at time of drafting so total number of visitors could not be report on.All other services in the Ofcom survey had no reportable data in Ipsos iris,either due to none of the panellists visiting the sites/apps,or not enough panellists visited the sites/apps for data to be reported.78 Ofcom,On

267、line Research Panel Poll:Microblogging,September 2023.79 Ipsos,Ipsos iris Online Audience Measurement Service,May 2021 and May 2023,age:18+,UK.80 Ipsos,Ipsos iris Online Audience Measurement Service,Mastodon,November,December 2022 and August 2023,age:18+,UK.41 that Mastodons service can be accessed

268、via other platforms such as Tusky,Toot!and Tooot which is explored in our microblogging research see figure 28 below.Bluesky is a microblogging service conceptualised by former Twitter CEO Jack Dorsey and developed in parallel with Twitter.Twitter initially funded Bluesky,but since Elon Musks purcha

269、se of Twitter,Bluesky has been independent of Twitter/X.81 Bluesky,at the time of writing,is in beta mode(invitation only)and has 1.8 million registered accounts globally.82 Our microblogging research found 3%of internet users aged 16+said they had used Bluesky,and 35%of those who had used Bluesky s

270、aid they had posted content in the past month.83 Figure 28:How recently UK online users aged 16+of selected microblogging platforms last posted content,with%of those who have ever used the platforms Source:Ofcom,Online Research Panel Poll:Microblogging,September 2023.Table question:When did you last

271、 use the following micro-blogging services?Those who ever used.Chart question base those who said they used platform:Have you posted any content(i.e.text,images,videos etc.)on selected platform,and how recently did you do so?Those who selected more than a year ago,never or dont know/cant recall are

272、not shown on chart.Messaging and call services Messaging services enable users to send and receive messages that can only be viewed or read by a specific recipient or group of people.Some services apply encryption to messaging.In addition to text,most of these services allow users to share voice not

273、es,images and videos,and make and receive video calls.Some high-reaching messaging services are also social media services;these social media services are explored in the social media section.WhatsApp remains the most popular messaging service,accessed by 28 million UK adults daily in May 2023 Among

274、 adults,Meta-owned WhatsApp and the Facebook Messenger app were the highest-reaching messaging services.Fifty-eight per cent of UK online adults accessed WhatsApp(web or app)daily,while 39%visited Facebook Messenger84(not including use of Messenger via the main Facebook site or app)daily in May 2023

275、.Both were up on the previous year(May 2022:48%and 32%81 Techcrunch,What is Bluesky?Everything to know about the app trying to replace Twitter,24 July 2023 82 Twexit,Blue Sky Statistics,accessed 2 November 2023 83 Ofcom,Online Research Panel Poll:Microblogging,September 2023.84 Includes Facebook Mes

276、senger app,Messenger Lite or visitors.4%11%9%12%12%18%12%9%8%5%14%19%7%21%21%18%21%17%20%12%12%4%17%11%8%16%21%20%17%20%23%25%13%7%16%14%20%48%51%50%50%55%47%32%16%47%44%Other microblogging sitesTwidereFedilabToootToot!BlueskyTuskyMastodonXPro(formerly Tweetdeck)TumblrThreads from InstagramX(formerl

277、y Twitter)Within the past weekWithin the past monthWithin the past yearEver used platform52%23%17%5%5%3%3%2%2%2%2%6%56%42 respectively).85 Although we cannot report use of Instagram Direct using Ipsos iris(due to various activities that can be undertaken on Instagram,not just messaging),Ofcoms Adult

278、s Media Literacy Tracker found that 40%of internet users aged 16+used Instagram Direct(behind WhatsApp(79%)and Facebook Messenger(61%)in November 2022.86 A quarter(26%)of UK online adults visited at least one Alphabet-owned private messaging service in May 2023:Google Messages(22%),Phone by Google(1

279、0%),Google Meet(7%)and Google Chat app87(0.5%).Telegrams userbase is skewed towards men,who outnumber female users by two to one(67%to 33%).88 While use of messaging services was high across all the UK nations,certain services had peaks in particular nations.Google Messages had relatively high reach

280、 among online adults in Northern Ireland(31%)and Wales(29%)compared to the UK-wide reach of 22%.Phone by Google also had higher reach in these two nations,at 15%of online adults versus 10%across the UK as a whole,as explored earlier in the Top Applications section.In Wales this may be partly due to

281、a slightly higher take-up of Android compared to Apple smartphones in Wales,and this may also be the reason in Northern Ireland,89 whereas the reverse is true for England and Scotland.90 Ofcoms Technology Tracker 2023 found that nearly six in ten UK adults use online communications services to make

282、either voice(60%)or video(56%)calls online;among 16-34-year-olds this rises to 68%and 64%respectively.Among online adults aged 55+,46%make voice calls and 43%video calls.91 Figure 29:UK online adult reach of top ten online messaging or call services:May 2023 Rank Service Total adult audience in mont

283、h Online adult reach in May 2023 Average daily adult audience in month Average time spent by visitor in May 2023(hrs:mins)May 2022 May 2023 Year-on-year change May 2022 May 2023 1 WhatsApp 40.0m 40.9m+0.9m 85%22.7m 27.5m 06:46 2 Facebook Messenger*32.8m 33.7m+0.9m 70%15.2m 18.5m 03:12 3 Google Messa

284、ges 9.7m 10.7m+0.9m 22%4.8m 5.5m 01:10 4 Zoom 8.6m 7.1m-1.5m 15%0.9m 0.7m 00:38 5 Discord 4.4m 5.9m+1.5m 12%1.5m 1.7m 02:36 6 Phone by Google app 4.7m 5.0m+0.3m 10%2.2m 2.5m 02:19 85 Ipsos,Ipsos iris Online Audience Measurement Service,May 2022 and May 2023,adults age:18+,UK.86 Ofcom Adults Media Li

285、teracy Tracker 2022:Online Behaviours and Attitudes survey 87 Note:Google chat can be accessed directly via Gmail,which is not captured in this data.88 Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,adults aged 18+,UK.89 Although Apple vs Android split was relatively balanced in North

286、ern Ireland,8%said they did not know their device operating system and so could largely be Android users as most brand smartphones use Android operating system whereas only Apple phones use Apples operating system.90 Ipsos,Ipsos iris Online Audience Measurement Service,1 May 31 May 2023,adults aged

287、18+,UK.91 Ofcom Technology Tracker 2023.43 Rank Service Total adult audience in month Online adult reach in May 2023 Average daily adult audience in month Average time spent by visitor in May 2023(hrs:mins)May 2022 May 2023 Year-on-year change May 2022 May 2023 7 Google Meet 118k 3.2m+2.5m 7%0.1m 0.

288、2m 00:16 8 Telegram 2.6m 3.2m+0.5m 7%0.8m 0.8m 01:09 9 Skype 1.7m 1.9m+0.3m 4%0.2m 0.4m 01:00 10 Slack 1.2m 1.2m-0.04m 2%0.4m 0.4m 02:18 Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2022&May 2023,age:18+,UK.Note:Custom-defined list by Ofcom.*Facebook messaging service can be acces

289、sed via the main Facebook platform and is not counted here.Includes Facebook Messenger app,Messenger Lite app or visitors.Microsoft Teams not included as desktop app use not measured.By age 10 the majority of children use WhatsApp Ofcoms Childrens Online Passive Measurement pilot study indicated tha

290、t four in five online 8-12-year-olds visited a messaging or call service during the fieldwork period.92 As with adults,WhatsApp was the highest-reaching service among the online 8-12 year olds(64%)93 and the UK online 15-17s(86%)94.Seventy-one per cent of 8-12 year olds visited WhatsApp on a device

291、they do not share with other people in their household.39%of online 8-9-year-olds visited WhatsApp,doubling to 80%for online 10-12 year olds.Forty-one per cent of online 8-12-year-olds used WhatsApp on an average day,with the older children more likely to do this:8-10s:24%,11-12s:67%.95 Chinese-owne

292、d messaging service WeChat was the second-highest-reaching messaging service among online 8-12s(17%,tied with Google Messages).96 WeChat is used much less by older children (less than 2%(35k)of online 15-17-year-olds in May 2023)and by adults (less than 1%of UK online adults(268k).97 92 Ofcom Ipsos

293、Childrens Passive Measurement 2023,Category:Instant messaging and video conferencing,age:8-12,UK.Base:162.Reach based on seventeen children visiting a service at least once over three-week measurement period in January-February 2023 combined with results from 145 children who were measured for four

294、weeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.93 Ofcom Ipsos Childrens Passive Measurement 2023,WhatsApp,age:8-12,UK.Base:162.Reach based on seventeen children measured over three-week period in January-Februar

295、y 2023 combined with results from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base size data should be treated as indicative only and not representative.94 Ipsos,Ipsos iris Online Audience Measurement Service,WhatsApp,May 2023,15-17,UK.95 Ofco

296、m Ipsos Childrens Passive Measurement 2023,WhatsApp,age:8-12,UK.Base:162.Reach based on seventeen children measured over three-week period in January-February 2023 combined with results from 145 children who were measured for four weeks during April-July 2023.Data is not weighted.Due to low base siz

297、e data should be treated as indicative only and not representative.96 ibid.97 Ipsos,Ipsos iris Online Audience Measurement Service,WeChat,May 2023,age:15+,UK.44 Figure 30:Top five reaching messaging and call services,among children,by age Rank Service Online children aged 8-12 Online children aged 8

298、-10 Online children aged 11-12 1 WhatsApp 64%51%83%2 Google Messages 17%18%15%-WeChat 17%11%25%4 Discord 15%13%18%5 Facebook Messenger app 10%7%15%Rank Service Children aged 15-17 May 2023 Online aged 15-17 reach in May 2023 1 WhatsApp 1,956k 86%2 Facebook Messenger*1,623k 72%3 Discord 733k 32%4 Goo

299、gle Messages 392k 17%5 Zoom 353k 16%Source:Ofcom Childrens Passive Measurement 2023,age:8-12,UK.Base:162.Reach based on seventeen children visiting service at least once over three-week measurement period in January-February 2023 combined with results from 145 children who were measured for four wee

300、ks during April-July 2023.Data is not weighted./Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,15-17,UK.Note:Custom-defined list by Ofcom.*Facebook messaging service can be accessed via the main Facebook platform and is not counted here.Includes Facebook Messenger app,Messenger Lite a

301、pp or visitors.Microsoft Teams not included as desktop app use not measured.Due to low base sizes for 8-12 and 15-17 data should be treated as indicative only and not representative.Dating services Online dating services provide users with the opportunity to form romantic connections or forge new fr

302、iendships via messaging and calls.Users are often paired using algorithms that use the information they enter when creating their user profiles.Users can often filter by demographic features and location.Many dating services operate a freemium business model,where the service is offered free with li

303、mited features,but users can upgrade to paid services.Revenue streams can include subscriptions and/or in-app purchases.45 Over one in ten UK online adults visited a dating service in May 2023 In May 2023 more than one in ten(11%)UK online adults visited an online dating service.Match Groups dating

304、services,which include Tinder,Hinge,Plenty of Fish,OKCupid,M and OurTime,together reached 7%of UK online adults(3.2 million)in May 2023.Tinder was the highest-reaching of its portfolio of dating services,reaching 2.5 million(5%)UK online adults.Bumble Inc.,which owns Bumble and Badoo,reached 4%of UK

305、 online adults(1.7 million)in May 2023;most of whom accessed Bumble(4%),while 1%visited Badoo.Many users use more than one dating service.Across the Match services,80%of Hinge visitors and 55%of Plenty of Fish visitors also visited Tinder during the month.Half of the adults who visited Badoo also vi

306、sited Bumble(49%)in May 2023.Tinder was also widely visited by visitors of Bumble Inc.services,with a majority of the visitors to both Bumble(68%)and Badoo(50%)also visiting Tinder in May.Although Tinder was the service with the highest reach,time spent was relatively low;visitors spent just over an

307、 hour(1hr 12mins)on the platform in May 2023,compared with about two hours spent on Hinge(2hrs 12 mins),Bumble(2hrs 22mins)and Plenty of Fish(1hr 55mins).Grindr had by far the longest time spent per visitor;the average visitor spent nearly seven hours on the platform in May.98 Table 31:UK online adu

308、lt reach of top dating platforms:May 2023 Rank Service Total UK adult reach in May 2022 Total UK adult reach in May 2023 Year-on-year change UK online adult reach in May 2023 Average daily adult audience in May 2023 Average time spent in May 2023(hrs:mins)1 Tinder 2,155k 2,487k+332k 5.2%899k 01:13 2

309、 Hinge 1,042k 1,509k+467k 3.2%671k 02:12 3 Bumble 1,220k 1,440k+220k 3.0%587k 02:22 4 Grindr 790k 924k+134k 1.9%374k 06:49 5 Plenty of Fish 537k 625k+88k 1.3%182k 01:55 6 Squirt 460k 530k+70k 1.1%79k 00:26 7 Badoo 490k 482k-8k 1.0%186k 03:42 8 PURE Hookup-299k-0.6%24k 00:15 9 Happn-275k-0.6%85k 01:0

310、1 10 Match 287k 209k-78k 0.4%54k 01:34 Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2022 and May 2023,age:18+,UK.Note:Custom-defined list by Ofcom.Dash represents data unavailable for period.98 Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK 46 Dating serv

311、ices were visited by one in five online 25-34-year-olds in May 2023 Online dating services reached 20%of 25-34-year-olds,the highest reach among any adult age group.The 18-24-year-olds were the second most prominent visitors,with 17%visiting at least one dating service in May 2023.The majority of vi

312、sitors to most dating platforms were 18-34-year-olds;Hinge skewed most heavily towards this younger age group with 73%of visitors aged 18-34.Plenty of Fish,Badoo,and Happn all skewed towards older users,with more than half aged 35-54.OurTime,a dating service for the over-50s,was visited by 126k(0.3%

313、)of UK online adults,63%of its adult audience were aged 55+.OurTime was the fifth-highest-reaching online dating service among online over-54s,with LGBTQ social networking and dating service Grindr the most popular,reaching 136k(0.8%).99 Figure 32:Top ten dating services by adult reach,adult audienc

314、e composition by age:May 2023 Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,adults age:18+,UK.Note:Custom-defined list by Ofcom comprised of platforms reaching 1%+of UK online over-18s.The overall visitors for online dating platforms was split 61%male and 39%female in May 2023

315、.Men outnumber women on many online dating services;the PURE Hookup app and Match were the only dating services in the top ten where women outnumbered men.100 99 Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK.100 Ipsos,Ipsos iris Online Audience Measurement Service,May 2023

316、,age:18+,UK.11%28%24%21%15%14%14%9%6%2%18%45%37%36%43%37%38%23%24%35%18%18%20%13%20%21%22%29%22%38%17%8%14%14%16%14%12%22%31%22%17%4%15%4%10%11%13%12%3%19%5%4%4%5%Total onlineadultsHingeTinderPURE HookupBumbleGrindrSquirtPlenty of FishBadooHappn18-2425-3435-4445-5455-6465+47 Figure 33:Top ten dating

317、 services by adult reach,adult audience composition by gender:May 2023 Source:Ipsos,Ipsos iris Online Audience Measurement Service,May 2023,age:18+,UK.Services for pornographic content Services for pornographic content primarily provide or enable the dissemination of pornographic content(sometimes a

318、lso described as adult content).This content can be published or displayed in the form of text,videos and images or audio,or provided in a live or interactive format.Users can also sometimes search for user-generated content and connect with one another.Some services are known as tube sites and focu

319、s on uploaded pre-recorded images or videos.Others are known as cam sites which specialise in providing livestreamed content to users and may enable interaction between performers and viewers.Direct messaging and livestreaming functionalities may also be available.Paid content is common on services

320、for pornographic content,but many free-to-use services rely on advertising to generate large proportions of their revenue.Some services allow users to buy monthly subscriptions to content makers,from which a set percentage is deducted by the service provider.Pornhub the largest online service for po

321、rnographic content reported that 80%of its advertising revenue is distributed to content providers in its Model Program and 20%is kept by the company.The average revenue per 1000 views for creators in the Model Program was$0.66 in 2021.101 Twenty-nine per cent of UK online adults accessed services f

322、or pornographic content in May 2023 Twenty-nine per cent(13.8 million)of UK online adults accessed a pornographic content service in May 2023,and reach has remained relatively stable year on year(May 2022:31%,14.6 million).The majority of these were men;10.1 million UK men visited an online service

323、for pornographic content,making up 73%of adult visitors to these services.In England,Scotland and Northern Ireland 29%of online adults visited an online service for pornographic content,while 33%of online adults in Wales did so.During May 2023 there were more UK adult visitors to services for pornog

324、raphic content 101 Pornhub,Model Program|How to make money on Pornhub,accessed 19 October 2023.50%46%49%50%51%57%57%61%62%92%94%50%54%51%50%49%43%43%39%38%8%6%Total onlineadultsPUREHookupMatchHingeHappnBumblePlenty ofFishBadooTinderSquirtGrindrMale 18+Female 18+48 during the morning and afternoon pe

325、riods of the day(9am to 5:29pm)than at other times of the day(21%UK online adult reach),although UK adults spend the most time on these services between midnight and 8:59am(59 minutes on average per visitor in May 2023,compared to 55 minutes on average per visitor in the mornings and afternoons).102

326、 Figure 34:Adult visitors to pornographic content services,by gender and audience composition Source:Ipsos,Ipsos iris Online Audience Measurement Service,category:general x-rated adult,May 2023,age:18+,UK.Figure 35:UK online adult reach to services for pornographic content,by day part:May 2023 Night

327、 time and breakfast Morning and afternoon Early peak Late peak and late night Day part:00:00-08:59 09:00-17:29 17:30-19:59 20:00-23:59 Online adult reach:18%21%13%17%Source:Ipsos,Ipsos iris Online Audience Measurement Service,category:general x-rated adult,May 2023,age:18+,UK.Pornhub is the most pop

328、ular pornographic content service across all adult age groups and for both men and women According to Pornhub,the UK remained the second-highest country in terms of daily traffic to the website(behind the USA)in 2022.103 Younger adults are more likely than older people to visit Pornhub 30%of UK onli

329、ne 18-34 year olds visited the service in May 2023,compared to 10%of over-44s.Among 18-34s,40%of online men(2.9 million)visited Pornhub,compared to 20%of online women(1.4 million).Pornhub has a sizeable lead over other online pornographic content 102 Ipsos,Ipsos iris Online Audience Measurement Serv

330、ice,May 2022 and May 2023,age:18+,UK.103 Pornhub Insights,Year in review 2022,8 December 2022.49 services;it reached 18%of online adults in May 2023,compared to second-highest reaching Chaturbate(9%)and XVideos(8%),ranked third(see figure 36 below).104 Pornhubs parent organisation Aylo105(formerly M

331、indGeek)also owns YouPorn,Redtube,and Brazzersnetwork,and 19%of UK online adults visited one of these four services in May 2023.106 More UK adults accessed the highest-reaching pornographic content services in May 2023 than in May 2022,with UK online adult reach increasing by at least 10%for five of

332、 the top ten services:Xnxx by 23.4%,Livejasmin by 24.3%,OnlyFans by 19.3%,Adultwork by 24.9%,and YouPorn by 13.9%.The top ten pornographic content services vary little by user age,although the adult gif site Redgifs(4%online 18-24-year-old reach,224k)only appears in the top ten for adults under 25.T

333、he erotic fiction site Literotica and video-sharing site Redtube are the only services in the top ten highest-reaching pornographic content services among women,but do not appear in the mens top ten,while Adultwork and the cam site Livejasmin appear in the top ten for men only.Bellesa(0.3%UK online adult reach in May 2023)a pornographic video,fiction,and retail service specifically geared towards