Brits leaving X and Not Excited About AI

The popularity of Elon Musk’s social media platform, X (formerly Twitter), is shrinking in the UK. At the same time, interest in generative artificial intelligence (AI) tools among British adults remains lukewarm, according to a recent report. The findings come from Ofcom’s Online Nation report, which tracks how people in the UK spend their time online and how gadgets shape their daily lives. The 2024 report highlights some surprising shifts in digital behaviour, showing declining use of Brits leaving X and modest engagement with AI tools.

Brits Spending Hours Online, but X Is Losing Ground

British adults spent an average of 4 hours and 20 minutes online daily in May 2024, using various devices like smartphones, tablets, and computers. While this indicates the internet is central to daily life, not all platforms keep up with the trend.

The report revealed that X’s reach among UK adults has steadily declined. In May 2022, X reached 26.8 million adults. A year later, that number dropped to 24 million. By May 2024, it fell further to 22.1 million—a year-on-year decrease of 8%. This marks the most significant drop in user numbers of any major social media platform.

The decline has also affected X’s position in the social media rankings. Once a top player, the platform is now in sixth place, overtaken by Reddit, which has seen explosive growth. Reddit recorded a 47% increase in users in the same period, climbing to 22.9 million in May 2024.

Changes Under Musk’s Ownership

The platform has undergone significant changes since Elon Musk acquired X in October 2022 for $44 billion. Musk has promoted the platform as a hub for free speech, but this has brought mixed reactions. Some users see it as a space for honest discussions, while others criticize it for allowing harmful content to thrive.

Despite these changes, the platform’s downward trend in the UK aligns with broader research. A report by UK-based analytics company SOAX found an 8.83% drop in X’s monthly active users since 2022 and a 5.14% decline since 2023.

Social media use continues to grow globally, making X’s UK losses stand out even more. Other platforms like Reddit, TikTok, and Instagram have been gaining ground, leaving X struggling to maintain its relevance in an increasingly crowded digital space.

AI Adoption: Slow and Steady

While AI technology is making waves in the tech world, the report shows that many Brits have yet to jump on the bandwagon. Over half of UK adults surveyed have not used a generative AI tool, with 38% saying they are “not interested” and 35% stating they “do not need to.”

Even among those who have tried AI tools, the majority are using them casually. Of the 48% of adults who have used AI, most said they used it “for fun,” while 43% reported using it for work-related purposes. The most common use was searching for content or generating simple text, but trust in AI output remains low. Only 18% of users said they trust the results from AI tools.

The sluggish adoption rates come despite heavy investment in AI by major tech companies like Microsoft and Google. ChatGPT, developed by OpenAI, remains the most popular generative AI tool in the UK, followed by Microsoft’s Copilot. Newer entries like Google’s Gemini are slowly gaining traction but have yet to make a significant impact.

Younger Generations Show More Interest in AI

The report highlights a generational divide in attitudes toward AI. Younger people, particularly those under 16, are more likely to embrace generative AI tools. Among this group, 54% have used AI, with 53% using it for schoolwork and 63% for entertainment.

This suggests that while AI adoption is slow among adults, it may increase as younger generations become more comfortable with the technology.

Search Engines and AI Integration

Even traditional online habits, like using search engines, are changing. Google remains the dominant search engine in the UK, but its reach among online adults dropped slightly from 86% in 2023 to 83% in 2024. Microsoft’s Bing experienced a sharper decline, falling from 46% to 39% over the same period.

Both Google and Microsoft have incorporated AI features into their search engines. Google’s AI-powered tools are becoming part of its standard search results, while Microsoft’s Bing integrates ChatGPT-like functionality. However, these efforts have not significantly boosted usage.

Why Are Brits Losing Interest in X and AI?

Several factors could explain the decline in X’s popularity and the slow uptake of AI tools in the UK.

• Platform Changes and User Experience

Musk’s changes to X have been controversial. Some users appreciate the platform’s focus on free speech, but others are put off by what they see as an increase in divisive or harmful content. This may have driven users to alternative platforms like Reddit, which has positioned itself as a space for niche communities and engaging discussions.

• AI Skepticism

Generative AI is still a relatively new technology, and many need clarification on its reliability or usefulness. The report shows that trust in AI output is low, and many adults see it as a novelty rather than a tool for meaningful productivity.

• Competition in the Digital Space

With so many platforms and tools vying for attention, users gravitate toward services offering the most value. Platforms like TikTok and Instagram capture younger audiences, while Reddit appeals to those seeking unique content and discussions.

What Does the Future Hold?

For X, the challenge will be regaining user trust and finding ways to stand out in a crowded social media landscape. Whether this involves rolling out new features, addressing user concerns, or rebranding again remains to be seen.

For AI, the key will be building trust and demonstrating real-world value. Younger generations are more interested in AI, suggesting that adoption may increase. However, companies must focus on transparency, accuracy, and user education to win over skeptics.

Conclusion

The digital habits of Brits are shifting, with X experiencing a noticeable decline and generative AI tools struggling to make a lasting impression. While younger users are more open to exploring new technologies, many adults remain cautious or indifferent. Understanding these trends will be crucial for platforms like X and AI developers to shape their strategies and stay relevant in the ever-evolving online world.