Shifting clicks in a tense world

Yael Klass at Similarweb explains how war, social unrest, and environmental challenges are influencing online behaviour

 

One thing there has been plenty of over the last year: reports on rising security concerns, war, environmental tragedies, and economic pressures. And there are signs that this is changing what people do online.

 

2024 also saw a surge in crime-related queries on Google, smart home security apps on the up, and the rise of independent news platforms. 

 

So what’s happening? Using Similarweb data and our Digital 100 compilation of the fastest-growing sites in 2024 we’ve broken down how the UK’s digital habits are changing.

 

 

Consumers adapting to security concerns

Reports of social unrest and early prisoner releases were big stories last year. This also correlates with increased traffic to law enforcement sites and smart security solutions. 

 

According to Similarweb, traffic to the UK’s national police site, Police.uk, rose 13.4% year-over-year (YoY) (YoY) in 2024. Among the site’s most popular organic search terms were “nearest police station,” which rose 233% YoY, and “report a crime online” (a staggering 450% increase), suggesting a growing reliance on digital-first solutions to law enforcement needs.

 

 

Home security apps leading the charge

At the same time, UK consumers appear to be increasingly investing in smart home security systems. In the Home & Garden category, the top 10 apps (based on monthly active users and covering IOS and Google Play) in the UK were dominated by security-focused platforms. 

 

Texecom Connect V2, a smart security app, recorded 130% growth, reflecting the demand for tech-enabled solutions that allow remote home monitoring. Energizer Smart, which provides remote sensor detection, grew 56%, while Littlelf Smart, an app designed for Wi-Fi camera management, rose 62%, nearing 200,000 monthly active users.

 

This accelerating shift highlights a key consumer priority: security that is both smarter and more accessible. 

 

 

What businesses should focus on

Businesses should focus on this clear need. Home security and smart tech brands can highlight how smart cameras, alarm systems, and sensors not only provide peace of mind but are also simple to control (via an app). 

 

Likewise, retailers and ecommerce should remember that home security apps are booming. There’s an appetite for security hardware that is simple to install. 

 

If you provide home insurance, consider promoting policies that offer lower premiums for homes with smart security systems. There’s an opportunity to create content explaining how to stay safe, interpret crime data, or choose the right home security system.

 

 

Politically polarised news consumption

The shifting landscape of security and preparedness has also reshaped how people engage with news. Across the UK, partisan and specialist media platforms are becoming a go-to resource as audiences seek perspectives that align with their worldviews.

 

Conservative-leaning news sites are among the biggest winners. GBNews.com led the Digital 100 Big Winners category, with monthly unique visitors soaring 113% in 2024. 

 

And it’s not just in the UK. In the US, it has experienced a staggering 402% YoY increase. 

 

Is legacy mainstream media still relevant? Bbc.co.uk held its own with a 4.3% rise. However, big fallers include Guardian.co.uk and Dailymail.co.uk, which dropped 16% and 23% in unique visitors, respectively. 

 

 

Specialist and regional interests

Beyond political slants, audiences also gravitate toward specialist and regional news outlets. CityAM.com, a UK-based financial news platform, saw 114% YoY growth, while GloucestershireLive.co.uk reported an 88% increase.

 

This shift signals a growing demand for niche, hyper-focused reporting as consumers look beyond traditional mainstream sources. They want to stay informed about subjects they are interested in. 

 

 

Demand for independent voices

As mainstream media faces increasing scrutiny, audiences are turning to platforms that offer unfiltered perspectives from independent journalists and thought leaders.

 

One of the biggest beneficiaries of this shift is Substack.com. The newsletter platform saw 38% growth in web traffic and an even more striking 135% increase in app usage. It provides an opportunity for creators regardless of personal views or editorial standpoint. 

 

The trend also extends to the US.  Substack recorded a 37% rise in web traffic and a 135% surge in monthly active users for its app.

 

Overall, it signals a broader movement toward independent journalism and niche reporting. Audiences are now seeking deeper, more personalised insights and are prepared to look for them beyond traditional media channels.

 

Energy costs and climate concerns

Rising electricity prices and the push for sustainable energy are also shaping online behaviour.

 

Octopus Energy, the UK’s fastest-growing app, reflects this shift. Renewable electricity providers saw surging adoption thanks to innovative tariffs like time-of-use pricing. This trend underscores a growing market for smart security technology, energy solutions, and resilience-driven products. Sustainability is also a big selling point.

 

In the US, environmental disasters—particularly wildfires—have accelerated this demand even further. Searches for portable power solutions, including solar energy products and backup power stations, jumped 111% YoY as consumers sought greater self-reliance in the face of environmental emergencies.

 

Businesses specialising in home security, backup power, and emergency preparedness are well-positioned for growth as consumers prioritise self-sufficiency and protection. Brands should also tailor their messaging to emphasise safety, reliability, and ease of use to connect with this expanding audience.

 

 

Where is all this going? 

How people engage online will undoubtedly be influenced by what they see or perceive around them. 

 

Security, trust, and self-reliance are shaping digital habits, from a surge in smart security and crime reporting to the rise of independent news and renewable energy. 

 

For businesses, the message is clear: consumers are concerned and want more control. They’re looking for brands that help them feel safer, smarter, and more prepared. The companies that lean into this shift — offering transparency, reliability, and real value — will have a willing market to tap into. 

 

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Yael Klass is Vice President, Corporate Marketing at Similarweb where she leads Similarweb’s communication division across all corporate channels and product verticals. A passionate and data-driven storyteller, she has launched international campaigns with viral impact and strategized company-wide rebranding initiatives for start-ups.

Main image courtesy of iStockPhoto.com and andreswd