The UK has suffered a nine per cent drop in social media use among adults in the last 12 months, according to an Ofcom study.
In the online survey of 9,065 consumers from nine countries; France, Germany, Italy, USA, Japan, Australia, Spain and China, the UK saw the greatest decline of social media among adults.
In the 12 months following September 2013, UK adults accessing social media at least once a week dropped from 65 per cent to 56 per cent. The US on the other hand saw a less severe drop of 56 per cent to 54 per cent.
Italy boasted the highest proportion of adults online, increasing from 69 per cent to 75 per cent within the same period. Spain also saw an increase from 72 per cent to 74 per cent.
Although UK social media use fell, it remained the most popular internet activity with 64 per cent of respondents claiming it was their most frequent online activity – followed by 44 per cent who use it to read news.
Facebook was the most popular social network in all countries analysed except Japan, where Twitter is more popular.