Among all UK adults, TV remained the most commonly consumed media type, with 70% saying they watch TV live or on demand at least weekly. Social media was close behind, at 67%.

Among 18 to 24-year-olds, 86% used social media at least weekly, compared with 49% who watched TV. Among 25 to 34-year-olds, 83% used social media, compared with 57% who watched TV. Among 35 to 44-year-olds, 74% used social media, compared with 65% who watched TV.

The pattern then reverses among older groups. Among 45 to 54-year-olds, 73% watched TV at least weekly, compared with 72% who used social media. Among adults aged 55 and over, 81% watched TV, compared with 52% who used social media.

The finding suggests that Britain’s media divide is now strongly generational. TV still leads overall because of older audiences, but social media is the dominant weekly media habit among younger adults.