Ofcomm’s Online Nation

A report I missed at the end of last year, but well worth reading: Ofcom’s Online Nation Report 2025.


It is a long read, with a lot of detailed data on internet use in the UK, including a stark reminder of the near-total dominance of Meta and Alphabet, and the power this gives them.

There aren’t many big surprises, but the details are still interesting. AI tools and AI overviews are clearly affecting search and traffic. There has been a significant year-on-year increase in the use of generative AI tools, and the long-term downward trend in overall sentiment about the internet continues.

There’s lots more on internet trends and traffic, so it is well worth spending some time with if trawling through data is your idea of easing into the new year.