2026年英国儿童被动在线行为测量报告 Childrens Passive Online Measurement

Children’sPassive

OnlineMeasurement

Published21May2026

Contents

Children’sPassiveOnlineMeasurement 1

Contents 2

Introduction 3

Keyconsiderations 4

Strengthsandlimitationsofthisstudy 4

Datadefinitions 5

Overview 6

Theonlinelandscapeforchildren 7

Timespentonline 7

Topservicesbyaudiencesize 11

Topappsbyaudiencesize 12

Onlinesectors 15

Introduction 15

Socialmediaandvideo-sharingservices 15

Messagingandcalls 22

Search 25

Artificialintelligence 25

Email 28

Games 28

Football 31

Education 31

Retail 32

Annex 33

Methodology 35

Objectives 35

Fieldwork 35

Demographicsampleprofile 38

Devicesampleprofile 39

3

Introduction

OfcomistheregulatorforonlinesafetyintheUK.Ourroleistomakesureonlineservices,like

websitesandapps,meettheirdutiestoprotecttheirusersundertheOnlineSafetyAct2023(‘the

Act’).Tosupportthiswork,itisessentialthatwehavearobustevidencebaseonpeople’s–

includingchildren’s-onlineexperiences,whichservicestheyareusing,andforhowlong.ItisforthisreasonthatOfcomhascarriedouttheChildren’sPassiveOnlineMeasurement(CPOM)study.We

conductedanationallyrepresentativesampleforthefirsttimein2025,andthisisthesecondphaseofthestudy,whichcomplementsourbroaderprogrammeofchildren’sresearchandengagement.

OfcomcurrentlyusesIpsosiristounderstandwhichwebsitesandappsarevisitedbyUKinternet

usersaged15+.TheaimofCPOMistouseasimilarpassivemeasurementsolutiontoIpsosiristo

measuretheinternetuseofUKchildrenaged8-14.Inthisstudywecollecteddatafromanationallyrepresentativesampleof701children,passivelymeasuringtheiruseofwebsitesandappsacrossthesmartphones,tabletsandcomputersthattheyusetogoonline.Lastyear,whenwefirstconductedanationallyrepresentativesampleandpublishedour

firstCPOMstudyreport

,equivalentdatawas

notavailableforunder-15s.Asisstandardinresearch,changesandimprovementstothefieldworkanddataprocessingareimplementedovertime,especiallywithsuchanovelapproach,andwehavemadechangessinceourfirstreport.Basedonthelearningsfromourinitialstudywehaverefined

themethodology.Thismeansthatlike-for-likecomparisonwithdatapublishedlastyearisnotpossible.

Therewasachangeintherecruitmentapproachforphase2.Whilethesamplesource,recruiterandquotasremainedsimilar,inphase1,therecruitmentinvolvedaninitialsimplequalificationscreener,capturedbytherecruiterviatelephone.Inphase2,therecruitersentoutanemaillinkwiththe

questionnairewhichcontaineddrop-downlistsformostofthequestions.Thisrevisedapproach

ensuredmoreconsistencyintheinformationreceivedthatwasusedforbothquotasandquality

checks.Inphase2datacollectionwasmonitoredduringfieldwork,sothatpanellistswhodidnot

meettherequirementsofthestudycouldberemovedfromparticipationduringfieldwork,with

anotherchildtakingtheirplacetomeetoursampletarget.Withthisrevisedapproachasmall

numberofpanellistsincludedinthephase1samplewouldnothavemetthefinalsamplethresholdhadthephase2criteriabeenapplied.Whileweareunabletoquantifytheimpactofthesechanges,itislikelythatthesemayhavesomeimpactonthehigherfiguresobservedforsomeservicesinthisreportcomparedtowhatwaspublishedinourfirstreport.Thephase1panelarethereforenot

comparablewithphase2.Furtherdetailsonthesechangescanbefoundinthe

Methodology.

IpsosirisisendorsedbyUKOMastheindustrystandardforonlineaudiencemeasurementandis

basedonpassivelymeasuringtheinternetuseofanationallyrepresentativepanelofusersacrossthePCs,smartphonesandtabletsthattheyuse.Wereportthisinourannual

OnlineNation

report,andinordertopresentafullsetoftheavailablechildren’sdatawehaveincludedIpsosirisdata

from15-17-year-oldsinthisreport.Asdatafor15–17-year-oldsisnotobtainedfromourstudy,comparisonswithourfindingsshouldbeinterpretedwithcaution.

Passivemeasurementofchildren’sonlineuseisanimportanttoolinourbroaderprogrammeof

children’sresearchwhichinformsourworkacrossonlinesafety,broadcastingandmedialiteracy.ItisourintentiontocarryoutfuturestudiesofCPOMtofurtherdevelopandfine-tuneanongoing

audiencemeasurementsystemforUKchildren’suseoftheinternet,complementingthedatathatwecollectthroughotherresearchmethods.

Wewelcomefeedbackonthisresearch.Itshouldbesentto:

market.research@.uk

.

4

Keyconsiderations

Strengthsandlimitationsofthisstudy

ThereareadvantagesinusingapassivemeasurementmethodologylikeCPOMtoproducerobust

evidenceontheserviceschildrenuse,andthetimetheyspendonthem.Thedatacollectedisa

detailedandfactualrepresentationofwhatthepanellistshavedoneonline.Itmitigatesissues

aroundrecallassociatedwithsurveys,orthefilteredresponsesthatchildrenmaygiveinsurveys,forexamplenotvolunteeringtheiruseofadultspaces.Andwhereasitisonlypracticalinsurvey-basedresearchtoaskaboutasmallnumberofservices,passivemonitoringcapturesusageacrossthewiderangeoflessfrequentlyusedwebsiteandapps.

AsnotedintheIntroductionabove,passivelymeasuringchildren’sinternetuseisinnovative

researchandwehavelearnedfromourfirstphaseofresearchandmadesomemethodological

changeswhichmeanthatlike-for-likecomparisonsbetweenthisresearchanddatapublishedlastyeararenotpossible.See

Methodology

forfurtherdetailsonthechanges.

Ourpassivemeasurementstudyiscurrentlylimitedintermsofthenumberofdevicesitmonitorsforanindividual.Theparents/legalguardianscompletedaninitialscreenerprovidingdetailsonthe

devicesusedbythechildpanellisttogoonlineandthefrequencyofuseaswellasdemographic

informationaboutthepanellist.Panellistswerethenaskedtoinstallthepassivetrackeronatleastonedevicethatwasusedbythechildatleastafewtimesamonthandwereencouragedtoincludeallthedevicesthatwerereportedinthescreenerthatwereusedmostlybythechild.Inthisstudy

mostofthe701panellistsincludedintheresearchhadonedevicemeasured,with142panellists

havingtwoormoredevicesmeasured.Panellistsmayhaveusedotherdevicesduringthestudy

periodthatmetthethresholdofbeingusedatleastafewtimesinamonthtogoonline,butwhichwerenottracked.Devicesavailableatschoolbutnotathomearenotwithinthescopeofthisstudy.ThepassivetechnologyisunabletomeasureinternetuseonAmazonfiretabletsorChromebooks

(56and98parents/legalguardiansrespectivelyreportedthattheirchildusedanAmazonfiretabletorChromebook).Thestudyalsodoesnotincludegamesconsoles(398parents/legalguardians

reportedthatthechildusedagamesconsole),whichisakeyonlineactivityforsomechildren.Our

Children’sandParents’MediaUseandAttitudesReport

includesabroadoverviewofchildren’sself-reportedonlineuse,includingongamesconsoles.

ToalignwiththeUKOM-endorsedIpsosirisreporting,allvisitsof>1secondareincludedinthedatabutclearlythisthresholddoesnotnecessarilyshowthatavisitorisactivelyusingaservice–

accidentalvisits,visitsthatcan’tgetbeyondalog-inpage,visitsthatareblockedbyageassurance

andvisitstositesthatareusedtoauthenticateaccesstoanothersiteareallincludedandcontributetothevisitornumberswereport.Our

Children’sOnlineSafetyTracker

reportincludeschildren’s

recalledusageofservices,whichisanothermeasureofthereachofservices.

Astrengthofthisresearchisthatitmeasuresthetimethatchildrenspendonservices.However,weobserveinthedatathatthereisveryunevendistribution,withsomechildrenspendingalotoftimeonservicesandotherchildrenverylittle.Assuch,averagesshouldbetreatedwithcaution.To

illustratethis,formanyserviceswehaveincludedanalysisbyupperquartile(top25%ofusersbytimespent)andlowerquartile(bottom25%ofusersbytimespent).

Allresearchmethodsaresubjecttonon-responsebias,soalthoughthesamplingandweighting

ensuresthatthedataisdemographicallyrepresentativeofUKonlinechildrenaged8-14,thesample

5

isstilldefinedbythosewhoarewillingtotakepart.Monitoringresearchisalsosubjecttothe

Hawthorneeffect,wherebyparticipantsadapttheirbehaviourbecausetheyknowtheyarebeingtracked,eventhoughtheyaretoldthatthedatawillbeanonymised.Althoughthisislikelyto

diminishovertime,asparticipantsforgettheyarebeingtracked,itispossiblethatsomedatamaybeaffected.

SomepanellistsmayhaveusedVPNs

1

duringthestudy.OniOSdevices,turningonapersonalVPNautomaticallyturnsoffthepassiveVPNtrackerusedfordatacollection.Ifapanellistthenlaterre-

enablesthestudy’stracker,anyinternetactivitythatoccurredwhileitwasdeactivatedwouldnotbecaptured.Asaresult,someusagemaybeunder‑reported.

Forfurtherdetailseethe

Methodology

.

Datadefinitions

Unlessspecified,thisreportreferstowebsitesand/orappsasservicesorsites.

Inthisstudy,eachchildcompleted28consecutivedaysofthestudywiththefirstchildstartingon9October2025andthelastchildcompletingon7March2026.Thismaynotberepresentativeof

internetuseatothertimesoftheyear,forexampleduringexamperiodsorschoolholidaysoutsideofthefieldworkperiod.Wenotethat68panelliststookpartinthestudyduringtheholidayperiodSaturday20thDecember2025andSunday4thJanuary2026,with51completingbefore25th

December2025.Asthesampletakingpartduringthisperiodissmall,changesinbehaviourduetothisholidayperiodwouldnothaveimpactedtheoverallresults.

Whenwereportontheproportionofchildrenvisitingaserviceinamonth,thisistheproportionofchildreninthespecifiedagegroupthatopenedanapporwebsiteatleastonceduringthespecified28-dayperiod.A‘month’referstothe28-dayperiod.

Athresholdof1secondisappliedforavisittobecounted.Thismightincludeonlyonefleetingvisitin28days,soitisimportanttolookattheproportionofonlinevisitorsandtimespenttogethertogetafullpictureofbreadthanddepthofserviceuse.

TimespentrecordedbythisstudyandIpsosirisiscountedassoonasawebsiteorappisopened.

Wheretimespentdataisreferredtoas‘perday’,thisisbasedonthetotaltimespentbyvisitorsinthe28-daymeasurementperiod,dividedby28,unlessspecifiedotherwise.Thisincludesdayswhenserviceusersdidnotvisittheservice.

Wherefiguresdonotaddupto100%thismaybeduetorounding.

Onlineuseongamesconsoles,TVsetsandsmartdevicesarenotwithinthescopeofthisstudy.

1Avirtualprivatenetwork(VPN)createsanencryptedconnectionthathidesadevice’sonlineactivityandlocation.

6

Overview

Whatwehavefound–inbrief

Childrenaged8-14spentanaverageof3hours36minutesadayonlineacrosssmartphones,tablets

orcomputers.Timespentincreaseswithage:8-9-year-oldsspenttheleastamountoftimeonline

perday,averaging2hours53minutes,risingto3hours34minutesfor10-12-year-olds,andto4

hours19minutesadayforthoseaged13-14.Theseaveragesmaskbigvariations:8-14-year-oldsin

thetopquartilebytimespentwereonlineforanaverageof6hours42minutesperday,whereas

thoseinthebottomquartilewereonlineforanaverageof51minutesperday.

Useofservicesextendedintolate-nighthours.Eight-andnine-year-oldsspentanaverageof14

minutesadayonlineinthelate-nightperiod(23:00-04:59),with13-14sonlineforanaverageof24

minutesadayinthislate-nightperiod.

Onlineusevariedbydayoftheweek,withhigherengagementduringtheweekend.8-14-year-oldinternetusersspent43minutesmoreperdayonlineduringtheweekendcomparedtoaweekday:anaverageof3hours24minutesperdayonlineduringaweekdayand4hours7minutesperdayduringaweekend.

Alphabet-ownedserviceswerethemostwidelyvisited.Almostallonline8-14-year-oldsvisitGoogleSearch(94%)andYouTube(93%)inamonth.YouTubewastheservicewherechildrenspentthemosttime,anaverageof49minutesadayacrossallthe8-14sinthestudy,andanaverageof52minutesadayforthosewhousedit.Snapchatwassecondbytimespent,anaverageof39minutesadayacrossallthe8-14s,andanaverageof1hours27minutesadayforthe44%of8-14sthatvisited

theserviceacrossamonth.Overall,41%(1hour28minutes)ofthetotaltimethatchildrenspentonlinewasonthesetwoservices.

Messagingandcallingserviceswerewidelyvisited,with88%ofonline8-14-year-oldsvisitingatleastoneservice.WhatsAppisthemostwidelyvisitedmessagingandcallservice(69%),withvisitorson

averagevisitingtheservice16timesadayandspendinganaverageof29minutesperdayontheservice.

Gamingandartificialintelligenceservicesfeatureprominentlyinchildren’sonlinelives.Robloxisthe

mostwidelyvisitedgamesapp,usedby58%ofonline8-14-year-oldsacrosssmartphonesand

tablets.Eightto-fourteen-year-oldRobloxplayersspentonaverage26minutesperdayonthe

gamesapp.Fifty-fivepercentofonline8-14-year-oldsvisitedastandaloneAIserviceinamonth.

ChatGPT(33%)isthemostwidelyvisitedAIserviceamong8-14-year-olds.Theproportionvisiting

increaseswithage,witharoundahalf(48%)of13-14svisitingChatGPT,followedby35%of10-12s

and16%of8-9s.Onaverage,an8-14-year-oldChatGPTuservisitedtheservice45timesduringthe

month,withanaveragesingle-visitlengthoftwominutes,spendingonaverage1hour3minuteson

theserviceinamonth.

7

Theonlinelandscapeforchildren

Timespentonline

Eighttonine-year-oldsspentnearly3hoursadayonlineacross

smartphones,tabletsandcomputers,risingtoover4hoursfor13-14s

Ourstudyfoundinternetusersaged8-14spentanaverageof3hours36minutesadayonlineacrosssmartphones,tabletsandcomputers.Eightandnine-year-oldsspenttheleastamountoftimeonlineperday,averaging2hours53minutes,risingwithageto3hours34minutesfor10-12-year-olds,

andto4hours19minutesadayfor13-14-year-olds.InseparateresearchconductedbyIpsosiris,15-17-year-oldswerefoundtohavespentanaverageof6hours20minutesperdayinMay2025.

2

Thereweresubstantialdifferencesindailytimespentonlinebetweenlighterandheavierinternet

users.Amongonline8-14-year-olds,childreninthebottomquartilespentanaverageof51minutesperdayonline,comparedwith6hours42minutesperdayamongchildreninthetopquartile.

3

Thispatternwasobservedacrossagegroups:among8-9-year-olds,bottom-quartileusersspent42

minutesperdaycomparedwith5hoursamongtop-quartileusers;among10-12-year-olds,58

minutescomparedwith6hours59minutes;andamong13-14-year-olds,52minutescomparedwith6hours56minutesperday.

Onaverage,nearlyhalf(47%)ofthetimespentonlineperdayby8-14swasduringtheevening

period(15:00-20:59)(1hour42minutes).Online8-14-year-oldsspentonaverage8%(anaverageof18minutesaday)oftheirinternetusageduringthelate-nightperiod(23:00-04:59);asage

increases,theaverageamountoftimespentduringthelate-nightperiodalsoincreases,with8-9sspending14minutesonlinelateatnight,and13-14sspending24minutes(9%).

2Ipsos,IpsosirisOnlineAudienceMeasurementService,May2025,age:15-17,UK,internetusers.Note:CustomdatasuppliedbyIpsos

3Childrenweregroupedintoquartilesbasedontheirtotaltimespentacrossallmeasuredappsandwebsitesoverthe28‑dayperiod.‘Lighterusers’refertochildreninthebottomquartile(lowest25%)bytotaltime

spent,while‘heavierusers’refertochildreninthetopquartile(highest25%)

8

Figure1:Averagetimespentonlineonsmartphones,tabletsandcomputers,peronlinechild,per

day:byageanddaypart(hours:minutes)

Note:Usemeasuredacrosssmartphones,tabletsandcomputers,otherdevicessuchasTVsets,gamesconsolesandsmartspeakersnotincluded.Duetoroundingtotalsmaybeslightlyover/under.

8-14-year-oldsspentalmostanhourmoreperdayonlineduringtheweekendcomparedtoaweekday

Ourstudyfound8-14-year-oldsspent3hours24minutesperdayonlineduringaweekdaybutspent43minutesmoreduringtheweekend(4hours7minutesperday)acrosssmartphones,tabletsandcomputers.The13-14-year-oldsspent4hours49minutesonlineperdayduringtheweekend,an

additional42minutescomparedtoweekdays.

Timespentonlineduringboththeearly-night(21:00-22:59)andlate-night(23:00–04:59)periods

wasslightlyhigheronweekendsthanonweekdays.Among8-14-year-olds,averageearlynightuseincreasedfrom25minutesonweekdaysto27minutesatweekends,whileaveragelatenightuse

increasedfrom17minutesonweekdaysto24minutesatweekends.

Figure2:Averagetimespentonlineonsmartphones,tabletsandcomputersperonlinechild,perday,weekdayvs.weekend,byage

8-14-year-olds8-9-year-olds10-12-year-olds13-14-year-olds

04:07

03:24

02:39

04:4904:07

WeekdayWeekend

03:29

03:23

04:03

Note:Usemeasuredacrosssmartphones,tabletsandcomputers,otherdevicessuchasTVsets,gamesconsolesandsmartspeakersnotincluded.

9

Figure3:Averagetimespentonlineonsmartphones,tabletsandcomputers,peronlinechild,perdayduringearlynightandlatenight:byageandweekday/weekend(hours:minutes)

Averageperday:Earlynight(21:00-22:59)

00:2000:21

00:1400:15

8-9-year-olds10-12-year-olds

Averageperday:Latenight(23:00–04:59)

WeekdayWeekend

00:32

00:21

13-14-year-olds

00:2400:17

8-14-year-olds

8-14-year-olds8-9-year-olds10-12-year-olds13-14-year-olds

00:27

00:15

00:36

00:26

00:2500:18

WeekdayWeekend

00:35

00:25

Note:Usemeasuredacrosssmartphones,tabletsandcomputers,otherdevicessuchasTVsets,gamesconsolesandsmartspeakersnotincluded.

8-14-year-oldboysspentmoretimeonlinethangirlsacrosssmartphones,tabletsandcomputers

Ourstudyfound8-14-year-oldboysonaveragespent3hours48minutesperdayonline,25minutesmorethangirls(3hours23minutes).Amongtheyoungerages,boysconsistentlyspentmoretime

onlineperdaythangirlsonthedevicesmeasured.Thispatternchangesforteens,with13-14-year-oldgirlsspendingonaverage16minutesmoreonlineperdaythanboys.Someofthisshiftmaybe

explainedbysomeoftheolderboys’onlinetimemovingtogamesconsoles,whichwerenot

measuredaspartofthisstudy.Our

Children’sMediaUseandAttitudesresearch

hasfoundthatboysaged10andoveraremorelikelythangirlsofthesameagetousegamesconsoles,andboysinthis

agegrouparealsomorelikelytoplaygamesonline.

Figure4:Averagetimespentonlineonsmartphones,tabletsandcomputers,peronlinechild,perday,bygender

04:1103:57

03:11

8-14-year-olds8-9-year-olds10-12-year-olds13-14-year-olds

03:13

02:33

03:48

03:23

BoysGirls

04:27

Note:Usemeasuredacrosssmartphones,tabletsandcomputers,otherdevicessuchasTVsets,gamesconsolesandsmartspeakersnotincluded.

10

Figure5:Averagetimespentonlineonsmartphones,tabletsandcomputers,peronlinechild,perday,weekdayvs.weekend,byageandgender

Note:Usemeasuredacrosssmartphones,tabletsandcomputers,otherdevicessuchasTVsets,gamesconsolesandsmartspeakersnotincluded.

Overhalf(55%)oftotaltimespentonlineby8-14sisonsocialmediaandvideo-sharingservices–mostofitonYouTubeandSnapchat

Ourstudyfoundtherewerelargedifferencesintimespentonsocialmediaandvideo-sharing

servicesbetweenlighterandheavierusers.Amongonline8-14-year-olds,theaveragetimespentbyvisitorsonsocialmediaandvideo-sharingserviceswas1hour59minutesperday.Childreninthe

top25%bytimespent-theheaviestusers,wereonlineforanaverageof3hours57minutesadayonsocialmediaandvideo-sharingservices,whilethoseinthebottom25%-thelightestusers,spentanaverageof15minutesperday.

YouTubeandSnapchataretheleadingservicesintermsoftimespent.Combined,theyaccounted

for41%(anaverageof1hour28minutesperday)ofthetotaltimespentbyonline8-14-year-olds–seeFigure6.Onanindividualbasis,YouTubeaccountedfor23%(49minutes)ofaveragetime8-14-year-oldsspentonline,followedbySnapchatat18%(39minutes).TimespentonSnapchatishigh,

particularlyamong13-and14-year-olds,despiteSnapchatnotbeingoneofthetoptenmostwidelyvisitedservicesoverall,withlessthanhalf(44%)ofonline8-14-year-oldsvisitingtheservice(ranked13th)(see

Topservicesbyaudiencesize

and

Socialmediaandvideo-sharingservices

forproportionsofvisitorsandtimespentdata).YouTubeandSnapchatwerefollowedbymessagingandcallserviceWhatsApp(9%,20minutes),thenTikTok(7%,16minutes)andRoblox(7%,15minutes).Among8-

14s,shareofonlinetimeonYouTubeandRobloxdecreasesasageincreases

4

,whileshareofonlinetimeonSnapchatandTikTokincreaseswithage.

5

Analysisofonline15-17s’datafromIpsosirisfoundthat28%ofaveragedailytimespentonline(6hours20minutes)wasspentonYouTube(1hour46minutes),followedby13%onTikTok(50

minutes);9%Instagram(36minutes)and9%onSnapchat(35minutes).

6

4Note:UseonTVsetsgamesconsoleandsmartspeaker/displayusenotmeasured.

5Thisaveragetimeisbasedonallonline13-14-year-oldchildren,whetherornottheyvisitedSnapchat.SeeFigure11foraveragetimespentbyusersoftheservice.

6Ipsos,IpsosirisOnlineAudienceMeasurementService,organisations,timeonsmartphones,tabletsandcomputersonly,May2025,age15-17,UKinternetusers.Otherincludesservicesoutsidethetopten.AudioplaywhenSpotifyappisclosedisnotmeasured;onlyforegroundappuseismeasured.

11

Figure6:Shareofaveragetimespentonlineperdaybyonlinechildrenaged8-14,byservice

(hours:minutes)andage

00:06

00:07

03:36

03:34

39%

01:4204:19

TikTokRobloxOther

36%

01:17

28%

00:4902:53

36%

01:17

8-14-year-olds

8-9-year-olds

10-12-year-olds

13-14-year-olds

23%

00:49

39%

01:08

21%

00:46

14%

00:35

WhatsApp

7%7%

00:1600:15

13%

0

0

:

2

3

7%7%

00:1600:16

YouTube

18%

00:39

5%

00:

0

9

16%

00:34

28%

01:13

Snapchat

9%

00:20

12%

00:25

10%

00:18

6%

00:15

10%

00:27

3%

3%

Note:Usemeasuredacrosssmartphones,tabletsandcomputers,otherdevicessuchasTVsets,gamesconsolesandsmartspeakersnotincluded.Averagetimebyinternetuserisbasedonallonline8-14-year-oldchildren

whetherornottheyvisitedtheservice.

Topservices

7

byaudiencesize

Alphabet-ownedGoogleandYouTubewereusedbyalmostall8-14-year-oldsduringamonth

ThiswasfollowedbyMeta’sFacebook(includingMessenger)

8

andWhatsApp.Thetopfourservicesvisitedbychildrenarealsothetopfourvisitedbyadults,asmeasuredbyIpsosiris.

9

However,unlikeforadults,Roblox,AppleMusic,TikTok,andTemuappearintheonline8-14-year-olds’topten.

Figure7:Toptenservices,byproportionofonline8-14-year-oldthatvisitedinamonth

Rank

Service

Proportionofonline8-14-

year-oldsthatvisited

serviceinamonth

Averagetimespentby

visitorstoserviceperday

(hours:mins)

1

Google-Search

94%

00:03

2

YouTube(incl.Kids)

93%

00:52

3

Facebook(incl.Messenger)

80%

00:08

4

WhatsApp

69%

00:29

5

TikTok

65%

00:25

6

Roblox

59%

00:26

7

AppleMusic

57%

00:03

7Visitsviawebsiteorapp.OurChildren’sandParents’MediaUseandAttitudesReportincludesabroadoverviewofchildren’sself-reportedonlineuse.

8Facebook(incl.Messenger)includesvisitstoanyofthefollowingservices:Facebookwebsite,FacebookapporMessengerapp.

9ProportionofUKonlineadultvisitorsinNovember2025:Google99%,YouTube94%,Facebook&Messenger94%andWhatsApp91%.Source:Ipsosirisonlinemeasurementservice,November2025,internetusersaged18+,UK.

12

Rank

Service

Proportionofonline8-14-

year-oldsthatvisited

serviceinamonth

Averagetimespentby

visitorstoserviceperday

(hours:mins)

8

Amazon

51%

00:02

9

Instagram

49%

00:13

10

Temu

45%

<00:01

Note:Usemeasuredacrosssmartphones,tabletsandcomputers,otherdevicessuchasTVsets,gamesconsolesandsmartspeakersnotincluded.VisitorstoAppleMusicmaynothaveanAppleMusicsubscriptionandmaybeusingtheservicetoaccessdownloadedcontentandlistento/viewthiscontentoffline.Allvisitsof>1second

areincludedinthedatabutthisdoesnotimplythatavisitorisactivelyusingaservice–accidentalvisits,visitsthatcan’tgetbeyondalog-inpage,visitsthatareblockedbyageassuranceandvisitstositesthatareusedtoauthenticateaccesstoanothersiteareallincludedinthevisitornumbers.

Topappsbyaudiencesiz