Google and Meta platforms dominating the UK’s internet use

Luke Meredith

People in the UK are spending nearly half of their online lives on platforms owned by just two companies: Meta and Google.

A new report from Ofcom, the UK’s internet regulator, shows that British adults spend an average of 4.5 hours online every day, and more than two hours of that is on apps or sites controlled by these tech giants.

Meta, which owns Facebook, Instagram and WhatsApp, dominates social media and messaging. Google, through its parent company Alphabet, leads in search and video with platforms like YouTube and Chrome. Together, they account for 51% of the total time people in the UK spend online. The study, based on surveys of over 10,000 adults, found that 99% of people used at least one Google service in a month, while 97% used a Meta platform. This pattern was consistent across all age groups.

YouTube was the most popular platform, with people watching an average of 51 minutes per day, up from 47 minutes in 2024. Facebook and Messenger together took up 43 minutes daily, while Instagram added another 20 minutes. WhatsApp was the most widely used messaging app, with 90% of online adults relying on it, equal to about 44 million users. Facebook Messenger followed with 28 million users, while Google Messages had around 20 million.

Google also remains the UK’s top search engine, with users logging three billion searches in a single month through Chrome. However, the report noted that artificial intelligence (AI) tools are starting to change how people search online. OpenAI’s ChatGPT, for example, recorded 252 million visits in August, while other AI platforms like Google’s Gemini, Anthropic’s Claude and Perplexity AI also saw growth. Still, these numbers remain far below traditional Google search.

Outside of Meta and Google, other popular online services in the UK included Amazon, Microsoft and the BBC. The findings highlight how much of daily digital life is concentrated in the hands of a few companies, as well as how important a presence on these platforms is for succeeding online.

If you want to improve your business’ presence on Google or Facebook, have a chat with our team about an AI SEO (search engine optimisation) or Facebook Ads campaign today.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.