Ofcom’s online nation results are out for 2025. Let’s break down what it means for your business in the mortgage and finance sectors:
More clicks to financial topics came from ChatGPT than from Google.
People are expecting answers immediately, in a way that works for them and it’s not just Google: AI search is increasing and Reddit social forum is the fastest-growing social platform.
What this means for you?
This is not about being louder; it’s about being useful where questions are asked. It’s more important than ever to meet your ideal audience where they are, whether that’s Google, AI overviews, on forums or across social media.
But search is no longer just about clicks
30% of searches provide an AI overview. Almost half of users who see a Google AI overview don’t go on to click on the source material.
What this means for you?
Is your business showing up on AI searches? AI systems prioritise clarity, consistency, and trusted third-party sources. Earned media and credible thought leadership are more important than ever for how your business is represented, even when no one clicks.
Adults spend 4.5 hours online per day
18-24 year olds are online more than average at 6 hours per day. Over 65’s are increasing their time online with intentional purpose.
What this means for you?
Your audience is actively consuming information and forming views but expectations are high. With near-unlimited choice, people expect clear, relevant answers immediately.
Key takeaways
In an AI-mediated, multi-platform world, trust is built through clear, consistent explanations. Businesses that show up in the right spaces with calm, credible answers earn visibility that matters, positioning them as a trusted authority in the mortgage and finance sector.
Click here to read full Ofcom Online Nation 2025 report
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