Our research conducted with a nationally representative sample of UK users aged 18–64 shows that social media provides both broad reach and high daily engagement across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform usage and daily active usage (logging in at least once per day) can vary significantly. Some platforms may show modest general penetration yet drive high daily engagement — and vice versa. For complete datasets, base sizes, and the full UK report, Datambar can be contacted. The insights below are shared in limited scope for market researchers, advertisers, academics, students, and decision‑makers.

• Facebook remains extremely strong among mature audiences: Daily usage reaches 84%. Notable engagement includes 81.5% among ages 35–44, 85.4% among ages 45–54, and 83.3% among ages 55–64. Men (85.8%) show slightly higher engagement than women (81.4%).
• Instagram is the leading platform for visual discovery: Daily usage reaches 76%, strongest among ages 25–34 (82.9%) and 35–44 (83.2%). Women engage more (78.3%) than men (73.2%).
• YouTube provides strong, consistent reach: Daily usage stands at 65%, with high engagement among ages 25–34 (76.4%) and 35–44 (69.7%). Men watch more (68%) than women (61.2%).
• TikTok resonates with both young and mid‑age audiences: Daily usage reaches 73%, including 77.1% among the 25–34 segment and 71.1% among ages 35–44. Usage remains meaningful even among 55–64‑year‑olds (54.5%).
• X (Twitter) is ideal for news and conversation: Daily usage reaches 73%, with around 80% among ages 18–24 and 25–34. Engagement is higher among men (77.6%) compared with women (65.1%).
• Snapchat remains youth‑centric: Daily usage stands at 63%, with 70% among ages 18–24 and 68.2% among 25–34‑year‑olds.
• Pinterest is strong for lifestyle and shopping intent: Daily usage reaches 40%, especially high among ages 25–34 (50.9%) and 35–44 (53.1%). Interestingly, men (48.1%) outperform women (34.3%) here.
• Telegram is effective for community and announcements: Daily usage reaches 67%, with strong adoption among ages 25–34 (70.6%) and 45–54 (69.2%). Gender distribution is balanced.
• Reddit and Twitch remain niche but loyal: Reddit daily usage reaches 48% (60.5% among ages 25–34), while Twitch is used daily by 47% (56.3% among ages 25–34). Both platforms are suitable for tech, gaming, and deep‑dive content audiences.

🎯 Strategic Recommendations

• Broad reach and daily engagement: Facebook + YouTube
  Ideal backbone for awareness and video‑view campaigns.
• Youth & mid‑age (18–44) targeting: Instagram + TikTok + Snapchat
  Use vertical video (Reels/Shorts), trend‑driven audio, creator partnerships, and fast CTA formats.
• News, thought leadership & traffic generation: X (Twitter)
  Real‑time commentary, event‑based posting, debate formats, and link‑driven strategies.
• Community building & CRM: Telegram + Facebook Groups
  Great for announcements, early access, membership programs, coupons, and pre‑sale communication.
• Lifestyle & shopping‑intent audiences: Pinterest + Instagram
  Discovery boards, product cards, catalog/store integrations, and campaigns focused on ages 25–44.
• Gaming/tech enthusiasts: Twitch + Reddit
  Sponsorships, AMAs, review content, and promo‑code‑driven campaigns work effectively here.