The relationship between audiences and media is shifting. New technologies—particularly agentic and search-based AI—are reshaping how people discover and consume information, while trust and behavior evolve alongside them. Recent data shows that consumers remain engaged but are becoming more cautious and selective in how they navigate the digital environment. 

Ofcom’s Adults’ Media Use and Attitudes Report shows how this caution plays out. Audiences are spending more time online yet feel less positive about the experience, with only 59% saying the benefits outweigh the risks, down from 72% last year. At the same time, 89% feel confident online, suggesting they are comfortable navigating and using digital platforms. But that confidence does not always match their ability to distinguish reliable information from misleading content. These patterns point to broader shifts in how audiences engage with media, evaluate information, and build trust online. 

AI use becomes routine, but trust lags  

AI is moving into the mainstream quickly, with 54% of adults now reporting use, up from 31% last year. At the same time, 75% encounter AI-generated summaries in search. Adoption is not the issue. Trust is. 

Many users, 57%, say they trust AI-generated news less than human-written content. Widespread use does not translate into confidence. Even as AI becomes part of everyday experiences, skepticism remains high. AI may change how content gets surfaced, but it does not replace the need for visible authorship, sourcing, and editorial judgment. The gap between use and trust is not unique to AI. It reflects a broader shift in how audiences evaluate all media. 

Trust shifts while confidence holds 

Most viewers (85%) report using mainstream media, such as the BBC and The Guardian for news. But only 19% say they always trust it, while 21% say they always question it. This is not just a divide between those who trust and those who do not. It signals a deeper shift in how people evaluate information. 

Audiences now validate information socially. About 41% look at comments and reactions to judge credibility. In practice, a story’s reception can matter as much as its origin. Authority still matters, but it now competes with visible social context. Publishers no longer control how their content is interpreted once it enters digital environments. 

At the same time, confidence remains high. About 82% say they can spot scams, and 81% say they can recognize advertising. The results look different when tested, with only 52% correctly identifying paid search results. This gap highlights a difference between perceived ability and actual performance. 

Engagement is receding 

After years of expanding social media activity, behavior is starting to tighten, with posting declining from 61% to 49% this year. Only 14% of users say they explore new websites regularly. People are not leaving the internet, but they are narrowing how they use it. 

Sentiment declines alongside this shift. Only 36% say social media benefits their mental health, and 40% say their screen time feels too high most days. Less exploration and lower satisfaction point to a more cautious and selective user mindset. 

Data awareness is on the rise 

Most users understand that their data gets collected, with 89% aware of this. However, only 31% can identify how that collection happens. 

While 86% use at least one security measure, 26% still reuse passwords. People understand the risks around data privacy and security, but do not always act on them. At the same time, attitudes toward data use remain divided, with 34% comfortable and 37% uncomfortable with personalization. 

Younger does not mean more media literate 

These gaps are not evenly distributed. It is easy to assume younger audiences, particularly those aged 16–24, navigate digital environments better, but the data does not support that view. Younger users perform well in some areas, with 88% correctly identifying fake profiles. At the same time, only 52% recognize paid content in search. 

Older users, especially those aged 55 and over, often take a more cautious approach when dealing with scams or suspicious content. Media literacy depends more on behavior and experience than age, and it develops unevenly across contexts rather than following a generational pattern. 

The audience is recalibrating how it engages online. They still see value but feel less positive about the experience. This shift raises expectations. Trust is shaped by signals that show who created the content, where it comes from, and the context in which it appears. In this environment, clarity is a competitive advantage.