A survey on consumer trends conducted by Deloitte in 2025 of more than 4,000 Britons revealed that almost a quarter of all consumers had deleted a social media app in the previous 12 months, a figure that rises to almost a third in the case of Generation Z.

Meanwhile, social media usage has steadily declined since the time spent on these platforms peaked in 2022, according to an analysis of the online habits of 250,000 adults in more than 50 countries conducted by the Financial Times and digital audience analytics company GWI.

Globally, adults aged 16 and over spent an average of two hours and 20 minutes per day on social media at the end of 2024, a decrease of almost 10% compared to 2022, according to the report. This decline was especially pronounced among teenagers and young people in their 20s and 30s.