New Deloitte research: 69% of UK consumers in favour of a social media ban for under-16s

New research out this week shows that nearly seven in 10 (69%) UK adults are supportive of a social media ban for under-16s.  

Deloitte’s latest Digital Consumer Trends survey was conducted during 6-15 May 2026. This was in advance of the Government’s announcement but shows the UK public support for a social media ban for under-16s.  

Support is particularly strong among women, with 75% aged 16 and over in favour of a ban. This compares to 63% of men. By generation, over half (52%) of Gen Z respondents are in favour of a ban, compared to 73% of Millennials, 73% of Gen X, and 77% of Baby Boomers.* 

The survey found that almost two in five 10-year-olds (38%) have a personal smartphone, and a quarter of 12-year-olds (25%) have social media for personal use, according to their parents. Over half (57%) of 13 and 14-year-olds also use social media, rising to 68% for 15 and 16-year-olds.  

Paul Lee, head of industry insight at Deloitte, said: “Our latest Digital Consumer Trends survey reveals a clear generational divide regarding social media use and age restrictions.  

“While older generations show strong support for a ban for under-16s, younger users, particularly Gen Z, rely on these platforms as their primary communication channel. This highlights the nuanced, and at times conflicted relationship that younger generations have with social media, balancing the prominent role it has in their social lives with growing awareness and concerns about usage patterns and personal wellbeing." 

When asked about methods of communication with friends, Gen Z consumers came out on top with three in five (62%) saying social media is their preferred way to communicate, compared to 37% of Millennials; 25% of Gen X; and 19% of Baby Boomers.   

Despite a heavy reliance on connecting in this way, two thirds (66%) of Gen Z respondents claim that they often spend longer on social media than they intend to, with over two fifths (43%) having the belief that social media is harmful to their mental health.  

The 2026 Digital Consumer Trends survey by Deloitte will be released on Wednesday 17 June. 

ENDS

About the Digital Consumer Trends research   

Deloitte’s Digital Consumer Trends is a global survey measuring public perception of digital products and services. Spanning 17 years, research in this field has tracked the history of smart devices such as phones, tablets and virtual reality headsets, as well as applications, like social media, video streaming, and artificial intelligence.  

This survey was fielded in May 2026 by an independent research agency. It is a nationally representative sample of 4,150 consumers between 16-75 in the UK, and weighted for demographics such as age, gender, region and working status.  

*In this survey, Gen Z refers to respondents aged 16-30, Millennials aged 31-46, Gen X refers to respondents aged 47-60 and Baby Boomers aged 61-75 years old.