The UK’s digital advertising landscape continues to expand at an impressive rate, now accounting for more than 80% of the country’s total ad spend, according to a new report from creative agency We Are Social.
The research, titled Digital 2025: The United Kingdom, provides a detailed insight into the nation’s digital consumption habits, revealing significant growth in online advertising investment and shifting user behaviours across social media and digital platforms.
Surging Investment in Digital Advertising
The report states that the UK’s total digital advertising investment has reached £38.07 billion, marking a 9.4% year-on-year increase.
Social media advertising has seen even stronger growth, climbing by 13.8% year-on-year to £9.02 billion. Additionally, influencer marketing continues to gain momentum, with investment rising by 13.6% to £930 million.
These figures highlight the increasing reliance on digital platforms for brand visibility and audience engagement.
Marketers are funnelling more resources into online advertising, reinforcing digital’s dominance in the advertising space as traditional formats take a backseat.
Changing Consumer Digital Habits
Despite the rise in digital ad investment, the study indicates a decline in overall internet usage.
Adult internet users in the United Kingdom now spend over five and a half hours browsing the web daily, with social media consuming one and a half hours of that time.
However, total internet time by adults has fallen by 7.1% year-on-year, suggesting users are becoming more selective about their online activity.
WhatsApp has emerged as the most used social platform in the UK, with the report naming it the “nation’s favourite” app. Meanwhile, TikTok continues to dominate user engagement, with its Android users spending approximately 42 hours a month on the platform.
Social Media’s Role in Brand Discovery
The influence of social media in consumer decision-making remains strong. According to the findings, 48.6% of adult internet users rely on social media channels to research brands and products.
Additionally, 16.1% of users aged 16 and over follow brands on social media, demonstrating the vital role of digital engagement in purchasing decisions.
Advertising reach on platforms like TikTok, Facebook, and Instagram continues to grow, reinforcing their effectiveness as marketing tools.
However, not all platforms have benefited from this trend – X (formerly Twitter) saw a 10.7% decline in ad reach year-on-year, raising questions about its long-term viability as a marketing channel.
The Shift in Content Consumption
The study further highlights evolving media consumption habits among UK users.
While total time spent streaming content has decreased by 11.7%, spending on gaming-related activities – including subscriptions and downloads – has risen by 11.8%, reaching £6.97 billion.
Additionally, the research shows that artificial intelligence is making its presence felt in the app space.
ChatGPT secured the second spot on the app downloads chart between September and November last year, just behind Meta’s Threads. However, despite its popularity, ChatGPT did not break into the UK’s top ten most visited websites, ranking 13th.
Marketers Must Prioritise Quality Over Quantity
Reflecting on the findings, the UK chief executive of We Are Social emphasised that consumers are becoming increasingly discerning with their time.
It’s clear from this year’s report that their time is more precious than ever, and people are increasingly selective about how and where they spend it, they stated. While the surge in digital, social, and influencer advertising spend is encouraging, the key takeaway is that brands cannot afford to cut corners.
They added further that people who consume any type of media – from TV to online – are looking for quality over quantity. On social, this means that brands need to add value. If they can’t, they will lose ground to others who can.
Conclusion: A Digital-First Future with Heightened Expectations
The UK’s digital advertising ecosystem is thriving, with investments in social media and influencer marketing reaching new heights.
However, as internet users become more selective with their screen time, brands must adapt by delivering content that is engaging, informative, and valuable.
The decline in streaming and overall internet usage signals a shift towards more intentional digital consumption, making quality-driven marketing strategies more crucial than ever. As the industry moves forward, only those who prioritise value and audience engagement will truly capitalise on the ever-evolving digital landscape.
