Younger search users more often got sponsored links confidently wrong
UK, 2025: 47% of search users aged 25–34 were confident but failed to identify sponsored links, versus 28% of ages 65–74. One specific task.
More
UK, 2025: 47% of search users aged 25–34 were confident but failed to identify sponsored links, versus 28% of ages 65–74. One specific task.
Bars start at zero and show source values in one unit.
- Ages 25–34 % of UK search engine users aged 16+ in the stated group
2025: 47
- Ages 65–74 % of UK search engine users aged 16+ in the stated group
2025: 28
Published estimates from one source are compared. Overlapping groups are not added as separate people; association is not causation.
Ofcom ©, Adults’ Media Use and Attitudes 2026. UK ages 16+, surveyed September 29–November 28, 2025. Each measure retains its own denominator; age and user group are labelled. Rounded estimates, intervals not imported. Methodology changed, so older years are not spliced into a trend. Task responses do not measure general intelligence; views of social media do not prove its effects.
A question for this picture
What changes for another age group or period?