In a year where the major UK Netflix drama Adolescence won praise and politicial attention for shining a light on misogynistic online content, the survey found adults were feeling less positive about the impact of the internet overall.

Only a third (33%) said they felt it was "good for society" – down from 40% in 2024.

However, nearly two thirds of people still believed the benefits of being online outweighed the risks.

And many adults said they found the internet to be a source of creativity, with roughly three quarters agreeing being online helped them to broaden their understanding of the world.

Children wary of 'brain rot'

The report also explored children's experiences of being online. While more than eight in ten aged 8-17 said they were happy with the amount of time they spent on the internet, they also recognised there were negative impacts of endlessly scrolling on smartphones. The term "brain rot" was used by some children surveyed to describe the feeling they were left with after spending too long on their devices.

It has become a popular phrase to describe overconsuming online posts and videos considered to be the opposite of mentally challenging.

And Ofcom found across four of the main services used by children - YouTube, Snapchat, TikTok and WhatsApp – up to a quarter of the time 8 to 14-year-olds spent online was between 2100 and 0500.

VPN use more than doubles

From 25 July, Ofcom required websites operating in the UK with pornographic content to "robustly" age-check users, under the Online Safety Act.

Some people began using a virtual private network (VPN) at this time - tools which can disguise your location online to allow you to use the internet as though you are in another country.

The increase indicates people are likely using them to bypass requirements of the Act.

After the age checks became mandatory, the survey said VPN use more than doubled, rising from roughly 650,000 daily users before July and peaking at over 1.4 million in mid-August

But it also found the number had since declined to around 900,000 in November.

ASMR 'relaxing'

The report also found 69% of children aged 13 to 17 said they used online services to help with their wellbeing, either to relax or improve their mood. More than half named ASMR as a tool they had used in particular to help them relax. These videos became an online phenomenon more than a decade ago - which some people claim causes them to feel a tingling sensation.

It has led to an entire industry of online creators making special content viewed on platforms such as YouTube.

But children were not solely positive about their online experiences.

Seventy percent said they had issues with self-improvement media - involving toxic messaging or body shaming.

The Ability to Personalize in Real-Time Starts with a Decoupled Delivery of Content

A headless CMS disconnects the content layer from the presentation layer, enabling modular content to be delivered to any front-end via API. Storyblok’s tech stack for digital experiences is built to support this flexibility, allowing brands to integrate personalization tools, analytics, and third-party services seamlessly. Discover the Storyblok platform to understand how these capabilities come together in practice. This sets the stage for the perfect architecture for real-time personalization, because AI systems can request and render specific content blocks at any given time triggered by user activity, geo-location, referrer, or device. Instead of serving pre-rendered content that exists in a static capacity online for all visitors, the headless CMS only delivers what blocks of content are relevant to one visitor at that moment, resulting in better load speed and more personalized experiences without the need to reload a full page or use hard-coded logic.

The Structure of Content is What Powers Intelligent Personalization Logic

For any personalization effort to work, structured content is needed. A headless CMS breaks down information into interchangeable pieces of content that are rich in metadata such as headlines, images, CTAs, testimonials and features blocks. Each of these modules can be tagged for purpose, audience, geo-location or funnel stage so AI can create personalized landing pages that make sense and are cohesive. Thus, not only does it create flexibility, but it ensures that even AI-developed landing pages are on-brand since they can be created from known entities with pre-defined expectations.

AI Knows What it Wants The Headless CMS Knows What to Deliver to Whom

AI can detect behavioral information in real-time: how far down the person scrolled on this website, how long they've been on the site, what information they've passed over, where they came from, how they got to this page with PwC's video showing up on Google, etc. From there it can deduce what block of information will best engage this person or convert them to a paying customer. The headless CMS gives AI what pieces it asks for because it generates just those pieces no more, no less. For example, if someone gets to this page with pricing as their top-of-funnel keyword search, AI will elevate the visibility of pricing transparency blocks/comment sections/modules while diminishing the effectiveness of educational content intended for top-of-funnel.

Omnichannel Flexibility Improves Integrated Experiences

Today's consumers are omnichannel and multi-device. One consumer may start on mobile, filter through email, and ultimately convert on desktop. A headless CMS ensures that personalized content comes through the same on all channels and touchpoints. When content is delivered via an API, it's easier for AI to create a cohesive experience on a landing page, in a mobile application, in a chatbot, or via a voice interface. The same branded experience is rendered whether an app or a device is the source even if personalized offerings differ based on the application.

Ability to Adjust in Real-Time Without Redesign or Redeployment

Another benefit of a headless CMS is how the content is adjustable and changeable in real-time with no front-end reconstruction or redeployment required. So even if AI wants to adjust what's appearing on the landing page to best suit the users immediately after it launches, it can. If behavior changes mid-session, or if geo-location, weather patterns, or even time of day suggests an alteration of intent, AI can adjust what the page looks like or what hierarchy of content works best for the user. The headless CMS pushes new components through the content API automatically so that the experience is constantly changing in real-time for walk-in users second-to-second.

Content Experimentation for Improved Personalization Opportunities

Personalization isn't a one-and-done deal; it's a progressive venture. Therefore, AI can create multiple different potential landing page content options and A/B test automatically; meanwhile, the headless CMS can present these differing opportunities to varied audience segments. If certain modules work better through engagement or conversion, AI assesses how future personalization should appear. Because of the modular approach afforded by the CMS, it's easier to replace one component of content blocks than an entire page, allowing for flexible testing of what works and what doesn't.

Give Marketers Control of Personalization Efforts

While AI can publish and deploy content, marketers still need to have a hand in what content may be used and where it's placed. One of the defining features of a headless CMS is the ability to administrate editorial workflow, access levels and permissions, content approval rules so that personalized AI applications do not go beyond project compliance or brand guidelines. Marketers define the parameters that AI must adhere to what CTAs are associated with which personas, what visual representations are allowed based on geo regions so that the final output is always in compliance and on-brand.

Personalization with AI Originated from First-Party Data and CMS Metadata

As third-party cookies phase out, first-party data becomes more critical than ever for personalization. Therefore, integrating the CRM and analytics platforms with the headless CMS provides a way for AI and machine learning to apply validated first-party data to create even more personal experiences. The headless CMS holds content with various metadata; when AI can tap into this, it knows not only who is on the site or app but also their past efforts and levels within the customer journey. This means landing pages can be rendered in real-time based on situational awareness and larger persona integration enhancing conversion efforts and lifetime customer experience.

Get Personalization at Scale Without Sacrificing Performance

Typically getting personalization at scale comes at an expense in load speed or unnecessarily complicated access to content. Yet headless CMS solutions get scale and speed at the same time. Because many of them are built on API-first technology, the personalized experience can load in no time; furthermore, dynamic content caching and CDN support help guarantee that even as AI creates millions of personalized variations, load times never lag. This means brands can personalize for thousands if not millions without compromising quality on the execution of the landing page.

Personalization for the Future with a Modular Structure

As more options become available through AI, more is required from a content infrastructure to be able to adapt. A headless CMS is already on the flexible side to accommodate any future personalization use case whether it's integration with other AI tools, new channel expansion, or more rigorous segmentation efforts. Since content lives in a modular, decoupled style, it's easy to plug it into different workflows, change personalization standards, or integrate into new regions or additional SKUs, all without needing to reinvent the wheel each time.

Real-Time Intent Signals Allow Content to be Prioritized Dynamically

AI-led personalization not only helps brands segment users more easily but also determine their intent and respond in real-time. A headless CMS supports this type of use case because the AI can re-order the modules based on what's happening on the page. If a user is viewing the page for several minutes, scrolling and then stopping on testimonials, AI can push case studies or social proof higher on the page. This fosters engagement and gets users deeper down the funnel toward conversion.

A Single Landing Page Can Serve Multiple Personas

Not all content personalization means a fully customized page; sometimes, it's the ability to serve different personas at once. With a headless CMS, every content module can be tagged to certain personas like new users vs. enterprise buyers vs. return visitors. AI can deliver in real time the correct combination of modules to each visitor, allowing one landing page to serve multiple purposes. This gives marketers time back without sacrificing the experience quality.

Making Personalization Strategies Flexible and Evolve with the User

Users evolve. What works to personalize today might not resonate tomorrow if the approach fails to adapt. With a headless CMS integrated with AI, companies can create flexible personalization approaches that evolve with their users. AI learns new information over time, and the CMS allows for new content modules to be created swiftly, meaning landing pages remain relevant, engaging, and effective over time no matter how user journeys evolve.

Facilitating Real Time Localization for Global Personalization Approaches

Not only do international brands need to personalize for different audiences, but they also need to engage in a culturally and linguistically appropriate manner. A headless CMS houses content modules in different dialects/languages and associates them with regional user data. AI can identify where a user is visiting from, their language preference or geographical tendencies, rendering the real-time, localized version of each content block. This allows for global brand consistency while honoring local nuance key to building trust and relevance with international users.

Conclusion

Real-time personalization has become a requirement. Gone are the days of patient users; people want things and they want them now. With countless opportunities at their fingertips, when someone lands on a landing page whether through an advertisement, email, or otherwise they no longer want the generic content that ignores the purpose of their landing. Instead, they want websites to be reflective of how they've arrived at the page, what else they've done with the brand in the past, what they've seen elsewhere prior and they want that real-time personalization, upon first glance and as the page loads. It doesn't matter if they're coming through an ad link on Google as a first-time viewer or a long-time client who just logged into their account after seeing an email newsletter, everyone always wants to make sure their first interaction is the right fit for them.

However, by leveraging AI integration with a headless CMS, organizations can fulfill and exceed these expectations. For one, AI enables the ability to access critical data in mere seconds about who people are, what they did in past visits or patterns, and any other nuances relative to their present interaction. This gives the brand enough information to determine what's best to show (or not show) in order to keep people on-site longer while enabling the right assets to be available right away. Next, a headless CMS serves as the content repository for every asset required for whatever action must occur instantaneously; it contains all the needed structured, modular pieces to be repurposed and reconfigured and methods of delivery to speed the process along.

Therefore, custom landing pages will no longer exist as static experiences. Instead, through real-time engagement and micro personalizations occurring before their very eyes, they become dynamic experiences.

Furthermore, they'll receive the perfect balance of automated AI guidance and manual control courtesy of content marketers or other authorized personnel from the business side. While AI permits personalization at scale and at speed due to real-time analytics based solely on current engagements, the headless CMS provides stability, governance, and brand compliance marketers can set tone parameters and visual brand aspects, approval workflows, and maximum character or word limits so that while something may change for one user based on specific characteristics, it must still conform to business policies.

Thus, teams no longer have to fret over jeopardizing brand identity while undertaking creative personalization adventures. The technology protects that integrity while simultaneously allowing marketers and contributors to play in a defined sandbox. Thus, constant experimentation can occur, feeding new discoveries into future plans; personalization can happen in a snap; and new discoveries due to changing audience interactions can be instituted in real-time without disengaging other users who might currently experience what was previously there.

Ultimately, real-time personalization is no longer a perk; it's required to survive in an impatient experience where expectations are high and patience is low. Thanks to headless technology connected to comprehensive AI ecosystems, brands can deliver efficient and effective real-time personalizations for deeper engagement that reduces bounce rates and improves conversion rates as customers feel empowered regarding their journeys and grateful for the timely relevant experiences rendered. As personalization goes from preference to necessity for present-day operations, those who rely upon today's technology will most benefit tomorrow, all reactive and adaptive to each user's unique journey.

“We do not expect any significant impact to customer journeys as we carry out this process. However, temporary and limited disruption is possible to some services so, as ever, please check before you travel.

“The security measures we are taking mean that it is now not possible for us to deliver the necessary system changes to enable 47 additional stations outside London to benefit from pay as you go with contactless on 22 September as planned. We are working with DfT and the Rail Delivery Group to reschedule and we apologise for the delay.

"We will continue to keep our customers and our staff updated. I would like to apologise for the inconvenience this incident may cause customers and I thank everyone for their patience as we respond to this incident."

The Mayor of London, Sadiq Khan, said: "I’m delighted that the 310 bus route is now up and running, and serving the community. I pledged to Londoners when I was re-elected that I would introduce this route, and I’m pleased to be delivering on this promise. The brand-new bus route will connect Golders Green and Stamford Hill with a direct service for the first time, supporting many local residents, particularly in the Jewish community, and helping to build a safer, fairer and greener London for everyone."

Geoff Hobbs, TfL’s Director of Public Transport Service Planning, said: "We welcome all customers on board the new 310 bus and encourage people to use the service as much as possible and provide feedback during the consultation period. Feedback is hugely important to us and will enable us to create a bus service that benefits everyone using public transport services in the local area. We hope the new route will help to increase the use of buses and reduce car use by improving travel options for people living in the area." 

Andrew Gilbert and Adrian Cohen, Co-Chairs of the London Jewish Forum and recently appointed Vice Presidents of the Board of Deputies, said: “In a period where our community is encountering unprecedented antisemitism, any measure that bolsters the confidence of Jewish individuals in using public transport is immensely valued.

"This is something we have been campaigning for over 15 years. Stamford Hill and Golders Green have always been centres of Jewish communal life in North London. A direct bus service connecting these hubs will provide substantial benefits to the community."

Rabbi Dovid Lichtig, Chief Executive, Interlink Foundation, said: "We welcome the introduction of the new 310 bus route, which will significantly enhance connectivity between our communities in Golders Green and Stamford Hill. We extend our appreciation to the TfL Commissioner and the Mayor of London for making this possible. This service is not just about providing earlier and more frequent buses; it's about bringing people together, improving access to essential services, and supporting sustainable travel options. We encourage everyone to use this service and share their experiences to help ensure it meets the needs of all those it was intended to serve." 

Cllr Alan Schneiderman, Barnet Council’s Cabinet Member for Environment and Climate Change, said: "It’s great to see this new bus route up and running in response to a campaign by the local communities for a service to connect these neighbourhoods. The 310 is an important new transport link, helping to reduce car use by providing a sustainable and affordable travel option for people travelling across north London, accessing key services and visiting local businesses."