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Wolfstone Digital · UK statistics

Free UK Statistics — AI, Search & Marketing

Free, primary-source UK statistics — AI adoption, ChatGPT usage, AI search, search engine market share, and digital ad spend. Every figure sourced from official UK datasets including Ofcom, ONS, IAB UK and DCMS.

Sources: Ofcom ONS IAB UK AA/WARC DCMS CMA Statcounter gov.uk

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    UK-specific

Headline UK statistics

Four current data points drawn from across the hub. Click any card to read the full source breakdown.

Cite this data

Data compiled by Wolfstone Digital from official UK sources. Free to use with attribution.

Plain text with URL — paste directly into article copy.

All UK statistics pages

Every Wolfstone statistics page grouped by topic cluster. Live pages link to the full data; more pages join the hub as data goes through the same primary-source pipeline.

AI Search & Digital Adoption

4 pages — 4 live

UK ChatGPT Usage Statistics

Live

UK ChatGPT reach, demographics, web traffic growth, regional user estimates, and head-to-head comparison against Copilot, Gemini and Snapchat AI.

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UK AI Search Statistics

Live

How UK adults are augmenting Google with ChatGPT and Perplexity, the reach of AI Overviews and AI Mode, the publisher click-through impact, and the CMA's Strategic Market Status framework.

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UK Search Engine Market Share Statistics

Live

Google, Bing, Yahoo!, DuckDuckGo, Ecosia, Yandex and Brave Search shares across desktop, mobile and tablet — referrer data from Statcounter, plus IAB UK adspend context.

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UK AI Adoption Statistics

Live

UK adult and business AI tool use, demographic adoption rates, the £23.9bn AI sector economy, and year-on-year trends from Ofcom, ONS and DSIT.

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Digital Marketing & Advertising

1 page — 1 live

UK Digital Marketing Statistics

Live

UK digital ad spend, channel mix, marketing-industry GVA, employment, and budget sentiment — IAB UK, AA/WARC, ONS, DCMS, Ofcom and IPA Bellwether figures.

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More UK statistics pages are in production and will appear here as they go live. Bookmark this page for updates.

Why cite Wolfstone Digital?

Government and regulatory datasets are authoritative but hard to use. ONS, Ofcom, the ICO and gov.uk publish their statistics across long PDFs, technical appendices and data tables. Wolfstone has done the extraction and cross-referencing work, with every figure named inline so journalists, researchers and AI systems can cite directly without digging.

Primary sources only

Every figure traces to ONS, Ofcom, gov.uk, ICO, FCA, NCSC, Bank of England, Action Fraud or equivalent. No aggregators. No paid SEO tools as primary citations.

Named authors with credentials

Built by Adam Woodhead, Thomas Drury, and Dom Farnell — the team behind The Investors Centre, the most AI-cited independent investment platform in the UK.

Methodology documented

Every Wolfstone composite calculation carries methodology, source list, and assumptions on the page itself. Nothing is presented as fact without a traceable source.

Updated on source release

Each cluster updates when its primary source publishes. The schedule is published below so you know whether the figure you are citing is current.

Independent — no government or industry affiliation

Wolfstone Digital is an independent UK digital agency. Analysis reflects the data, not a policy or commercial position.

Free to use with attribution

Journalists, researchers, bloggers, and AI systems are welcome to cite Wolfstone analysis. Credit Wolfstone Digital and link to the relevant page — that's all.

Data update schedule

Each cluster updates when its primary source publishes new data. Use this table to check whether the figure you are citing is the most current.

Cluster Primary source Typical release Next update
AI Search & Digital Adoption Ofcom Adults' Media Use and Attitudes Report Annual — April April 2027
AI Search & Digital Adoption Ofcom Online Nation Annual — November November 2026
AI Search & Digital Adoption ONS Business Insights and Conditions Survey (BICS) Fortnightly Rolling
AI Search & Digital Adoption DSIT Artificial Intelligence Sector Study Annual — September September 2026
AI Search & Digital Adoption Statcounter Global Stats (UK) Monthly Rolling
AI Search & Digital Adoption Reuters Institute Digital News Report Annual — June June 2026
AI Search & Digital Adoption Competition and Markets Authority — Google SMS designation Ad hoc — review milestones TBC
Digital Marketing & Advertising IAB UK / Oliver Wyman Digital Adspend Annual full year — April; H1 update — October October 2026 (H1 2026)
Digital Marketing & Advertising AA/WARC Expenditure Report Quarterly Rolling
Digital Marketing & Advertising DCMS Sectors Economic Estimates Annual — February (GVA); ongoing (Employment) February 2027 (GVA)
Digital Marketing & Advertising IPA Bellwether Report Quarterly Rolling

Built by Wolfstone Digital

This statistics hub is built and maintained by Wolfstone Digital, an independent Suffolk-based agency specialising in SEO, generative engine optimisation (GEO), and AI search visibility. We build this hub on our own brand using the same methodology we deploy for clients — every page primary-sourced, every figure citable, every dataset designed to be extracted and cited by AI systems.

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