Report: Social media concerns fail to curb usage
Social media platforms account for the three most-used media properties among all UK adults
Almost 80 percent of people aged 16 to 34 are concerned about misinformation on social media, yet they continue to spend more than two and a half hours a day using it, according to the 2026 IPA TouchPoints study released on 1 July.
This year's edition marks the 20th anniversary of the audience research dataset, which has recorded more than 33 million half-hour observations of media consumption and daily behaviour in the UK since its launch.
Concern remains high across all ages
The study found that 78.7 percent of UK adults are concerned about misinformation on social media. Levels of concern were similar across age groups, with 79.1 percent of people aged 16 to 34 and 79.2 percent of those aged 55 and over expressing concern, compared with 77.2 percent of those aged 35 to 54.
Despite these concerns, adults aged 16 to 34 spend an average of two hours and 31 minutes a day on social media. Across all adults, average daily usage stands at one hour and 34 minutes, ranging from one hour and 42 minutes for people aged 35 to 54 to 56 minutes for those aged 55 to 74 and 28 minutes for people aged 75 and over.
Smartphones drive media consumption
According to the study, 73.9 percent of adults use social media in a typical week, increasing to 88.9 percent among 16 to 34-year-olds.
Social media platforms account for the three most-used media properties among all UK adults and occupy the top five positions among younger audiences. Traditional broadcasters continue to attract the largest audiences among older age groups.
Mobile remains the main access point
The research also found that smartphones account for 34 percent of all curated commercial media consumption. Of all activity on mobile devices, social media and messaging represent 47 percent, followed by television and video at 23 percent and radio and audio at 16 percent.
Dan Flynn, Director of Media Research, IPA: "We all have our various reasons for going on social media, but what is interesting from this data is that, in spite of our concerns about it serving up misinformation – we still choose to engage with it. This truly demonstrates the hold and power it has over us."
TouchPoints reflects changing media habits
Graeme Griffiths, Director of Media Research, IPA: "When we first established IPA TouchPoints 20 years ago, there was no Snapchat, no TikTok and no Instagram, and Facebook and YouTube were only in their infancy. And it's not just new media that TouchPoints captures, but also the evolution of the more traditional channels, fuelled by technology - whether that's television with BVOD, SVOD and Video in general, or the development of digital OOH, or with the eruption of podcasts, for example.
"Coupled with this evolution in our media habits, TouchPoints also provides us with a fascinating insight into Britons' lifestyles and moods – having been with us through boom, bust, Covid and beyond."
Lifestyle findings
The study found that Britons spend an average of seven hours and 24 minutes a day using screens across televisions, computers, tablets, mobile phones and games consoles.
Among other findings, 61.6 percent of adults said they are satisfied with their lives, rising to 66.8 percent among those aged 55 and over. Overall, 62.2 percent said they are coping on their current income, with this figure reaching 72.1 percent among people aged 55 and over.
The research also found that 39.1 percent of adults are making changes to reduce their carbon footprint, while 86.3 percent said they enjoy spending time with family. In addition, 66.7 percent said they value living alongside different people, cultures and lifestyles, and 42.4 percent believe artificial intelligence has the potential to improve people's lives. Support for AI was highest among 16 to 34-year-olds at 51.3 percent.
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