Digital 2026: UK

Digital behavior highlights

22.4% of UK internet users aged 16+ use Reddit, ranking 8th globally.

70.6% share concerns about online misinformation, above the global average of 58.4%.

The UK’s total advertising spend reached USD $63.4 billion in 2025, with digital accounting for 82%.

24.3% discover brands through social media ads, close behind brand websites (26.2%) and retail websites (33%).

21.8% use ChatGPT monthly, though only 29.7% express excitement, far below the global average of 48.7%.

Estimated annual spend on influencer advertising is valued at USD $1.31 billion, up 12% YoY.

Essential data on digital behavior around the world

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Digital 2026 Global Overview Report - Front Cover
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Did you know that about 1 in 4 Brits* use social networks to research brands?



Brits* now spend about 35 hours a week online, above the global average of 33 hours and 27 minutes. About 16 hours time is spent on social media, where 23.9% of Brits* go to find inspiration for things to do and buy.

Download the full report to uncover how internet users in the UK scroll, shop and connect in 2026.


*Internet users aged 16+