How changing media habits shape Digital Marketing strategies

Digital marketing is no longer a seasonal tool for brands—it’s an intrinsic part of modern life. Last year, Ofcom published a highly detailed report on “Adults’ Media Use and Attitudes”. Including statistics on their research into just how adults are using the internet.

Within these statistics lie some valuable insights that can be applied to any digital marketing strategy.

In short; the online media landscape is evolving rapidly, and the changing media habits of users are at the core of this change. If you want to succeed in digital marketing, you need to be making strategic decisions that reflect how users are interacting with the internet.

Let's dive deep into the specifics. Read on to discover the key findings of this report, and learn how your marketing can benefit.

• Introduction: The impact of media habits on digital advertising
• Key trends in media consumption and what they mean for marketers
• Navigating evolving search behaviours
• The rise of video and short form content
• Digital literacy and ad engagement
• Adapting to privacy concerns and changing attitudes towards data
• Social Media as a key PPC channel

Introduction: The impact of media habits on digital advertising

Let’s break down the top-level metrics and what they mean for digital advertising.

Understanding shifting media consumption behaviours
A staggering 99% of adults use online communication platforms daily as a part of work, social, leisure and commercial purposes.

Therefore, we need to treat digital marketing as a way to communicate and engage with users as a common-place part of their everyday lives, not just as something to highlight seasonal offers for your brand.

94% of UK adults have access to the internet at home, emphasising the need for digital-first marketing strategies that are ready to meet the user in more informal settings. When someone’s casually scrolling at home, they way they interact with media will be very different to a more formal setting, like a work environment.

Links between consumer habits and strategies
Ofcom found that younger demographics prioritise convenience and personalisation, with 26% of 16-34-year-olds replying that they would be happy to share their personal data in exchange for free services like public wi-fi.

In contrast, only 7% of over 65 year olds share this view. Clearly, preferences vary greatly between different demographics.

Changes in platform preferences demand diversification of marketing efforts across multiple channels, and a split between strategies for different age demographics. 

Key trends in media consumption and what they mean for marketers

Let this data inform your marketing, so your next campaign is elevated before you even begin.

The rise of mobile as the primary device for internet use
45% of users surveyed said they would miss their mobile/smartphone the most if it were taken away. Therefore, PPC ads must be fully optimised for mobile-friendly experiences.

The rise of unconventional and less traditional usage
More adults are using the internet in places outside of the home, such as public transport (29%) and gyms and other sports facilities (19%). This highlights a less formalised use of the internet for many users.

Ofcom reports that “participants described using an increasingly wide range of task-specific apps to support their needs and hobbies, including healthcare, travel, banking and money management, as well as specific interests such as sport, gambling and fitness.”

So it’s clear that internet usage isn’t just a formality, completed in an office, at a computer. It’s a dynamic part of everyday life and is used in a huge variety of contrasting circumstances and locations.

The increasing dominance of social media platforms
A total of 89% of users spend time on social media sites, making it almost universal to the online experience. While social media can be stereotyped by some marketers as being only especially useful for targeting a younger demographic, it is clear that this is a far more prevalent way that users like to engage online.

Navigating evolving search behaviours

From the top-level statistics, it is clear that search and engagement with social media and the internet in general is becoming rapidly more common-place and accepted as a way of life, not just a way to shop online or study.

It’s a hub for how people stay connected, maintaining relationships, professional meetups and interest groups. But the stark differences in usage preferences between age demographics shines a light on what the future may look like for digital marketing.

Being adaptable to these preferences lies at the heart of future marketing success.

The rise of video and short form content

This evolving medium has captured the attention of many social media algorithms, but how have users responded to it?

A surge in demand for video content

Video-focused social media sites are the most dominant, including YouTube (82%) and sharing platforms that allow video such as WhatsApp (80%).

This is only set to increase over the coming decades, as shown by the differences in usage between adults and younger users aged 16-24. The top 3 for the younger demographic are YouTube (95%), Instagram (86%) and TikTok (83%). This is a clear indicator that the next generation see video based social media as the norm for their time online.

With TIkTok becoming a potential new search engine for some generations, it’s clear that video is the future for many PPC campaigns.

Tips for effective video ads

• Capture attention within the first 3 seconds to cater to reduced attention spans and preferences for short form content.

• Focus on strategy that is video-led, treating the ad format as a totally fresh approach to marketing that is very different from other Search ads.

• Choose your video format carefully, depending on if your audience will respond to unskippable vs skippable ads, or in-feed vs bumper ads differently.

Digital literacy and ad engagement

A changing attitude at the heart of this report involves how audiences are becoming more aware of the internet and the role that tracking, cookies and data-collection have on their online experience.

Consumers being more able to recognise ads Digital literacy is improving, with 77% of users able to successfully recognise a fake social media profile. This literacy is a side effect of users being on high alert while browsing, actively looking to protect themselves from scams and false advertising.

The message here? Create a marketing campaign that is steeped in authentic, genuine, real-world connections. Anything less than that will be picked up on in a flash!

The need for transparent, high-quality ads
Interestingly, 53% of search engine users can correctly identify ads. This, coupled with the improved digital literacy, places expectations on digital marketers to create ads and content that can be trusted. 

Make your ads transparent, clearly written as advertising so that users know exactly what they are interacting with in the moment.

Users will expect high quality online. This quality will positively impact your campaign performance, as these findings show that users are far more likely to interact with ads that they can trust. That’s a pleasing win-win.

Adapting to privacy concerns and changing attitudes towards data

Following on from these findings, Ofcom looked into modern views on data online.

A growing focus on privacy and data security
65% of internet users polled in 2023 said they were aware of personalised ads online.

The report also found that users are now in general far less trusting of social media sites, with users who trust in social media decreasing from 32% in 2009 to 23% in 2016. 

This is proof that, even over a decade ago, attitudes towards social media and the online space were evolving, with a growing focus on user’s desire for security and privacy. One option to creating more trust with users is to pivot your marketing to be more focused on first-party data.

First-party data and contextual targeting

Create opportunities for your most engaged users to interact with your brand directly, providing useful preference data through dedicated landing pages and email lists.

This helps address privacy concerns upfront, to increase your trustworthiness as an online brand. If you take the time tobecome an expert in first-party data collection. You’ll elevate your campaigns, and your relationships with your audience.

Social media as a key PPC channel

One especially useful discovery was that 36% of users use social media to follow companies or brands. This is an almost identical figure to the percent that use social media to find like minded individuals who share their interests. This shows that interaction with brands online is just as common-place for users as interacting with people who love the same things as them.

The message of all this? Social media is a vital element to any digital marketing campaign. Not only that, but it is an accepted and expected part of the online experience for many users. This all works in your favour in digital marketing.

Which platforms are growing in popularity?
TikTok, YouTube and Instagram are all gaining popularity based on the year-on-year data, especially with younger demographics.

The fact that in 2025 these platforms maintain their dominance is further proof of their 
longevity.

The role of social media in building brand awareness
This popularity means that to maintain strong brand awareness among your future customers, you need to have a strong presence on social media. Brand campaigns, paid ads and engaging organic content can all contribute to your success.

If you’re looking to get the ebay results from this strategy, your social campaigns should run alongside your existing Search campaigns in both organic and paid formats. This way, you’re covering all bases.

In closing

From the dominance of video platforms to the rising importance of mobile optimisation and the impact of digital literacy, it’s clear that the online space is ever-changing. For marketers, this is both a challenge and an opportunity.

Your future success in marketing lies in understanding how deeply users' digital habits are influencing their everyday life. Search engines, social media, and video content are no longer just tools—they’re integral to how consumers connect, learn, and make decisions. Adapting to these behaviours means prioritising transparency, trust, and relevance.

In this ever evolving landscape, brands that prioritise connection and authenticity will thrive. Now it’s your chance to really connect with your users.