Friday Five - consumers’ media
For today’s Friday Fives recommendations, I’m turning to consumers’ media trends.
Ofcom’s Adults’ Media Use and Attitudes Report (April 2026) is packed full of insights including data showing adults becoming less active on social media and feeling less positive about being online, the increasing use of AI and trust in online information.
We are Social’s Digital 2026, its latest annual report on digital and social data for the UK, with lots of data on things like average weekly time spent using social platforms and the average number of social platforms used each month.
HubSpot’s State of Marketing 2026 report covers an overview of strategy, brand, content and growth trends based on a survey of 1,500 marketers which provide interesting context and insights like 58% of marketers note that AI referral traffic has much higher intent than traditional search (you’ll need to pop in your email address to access the full report).
Google Trends – always interesting to have a nosey and see which search queries are popular. For example, looking at the term “museum days out” there are clear spikes around school holidays.
King’s College London’s report on AI and the Future of Work (May 2026) which includes findings on general attitudes to AI.