GenAI Work Week: How Demographics Shape Usage

Gener8's demographic data uncovers GenAI weekly usage patterns 

In this article, we focus on web visits to top Generative AI platforms like ChatGPT, Google Gemini, and Claude. We analysed data from a four-week span in September 2025 to see how usage fluctuates over the course of the week. Data has been demographically weighted to be Nationally Representative of the UK Online Population.

When we segment by demographics, really interesting patterns emerge, suggesting that for many, GenAI is firmly a tool of the ‘work week’.

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Overall Usage: The ‘GenAI Work Week’

The most significant finding is the clear dominance of weekday usage. We observed a notable 13% drop-off in unique users accessing GenAI platforms on weekends. This gap is even more pronounced when looking at total visits, which fall by 23% on weekends, indicating that weekday users are also more frequent in their usage.

The rhythm of the work week is evident in the daily numbers:

• Monday stands out as the most visited day, suggesting users are ramping up for the week ahead.
• Friday usage is consistently lower than the weekday average. It seems people are, perhaps, starting to wind down for the weekend.

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A Demographic Deep Dive

While the overall trend points to a 9-to-5 pattern, the picture becomes far more nuanced when we apply demographic-level analysis.

Gender Patterns

We see a distinct difference in weekly usage patterns between men and women.

• Men tend to over-index in the share of users accessing GenAI platforms during the standard working week. They also experience a significant 17% average daily usage drop-off on weekends.
• Women, in comparison, are more consistent. Their weekend drop-off is roughly half that of men, and they are proportionately more active on weekends, especially on Sundays.

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Age: The ‘Workforce’ vs. The ‘Students’

Age is one of the most revealing factors, clearly delineating work and study habits.

• The 25-49 age group (prime working years) sees the largest drop-off in usage on weekends. Visits from 25-34 year-olds, for example, plummet by 28%.
• Conversely, the 18-24 age group ‘rules the weekend’. This cohort shows the lowest rate of drop-off at just 8% for users and 12% for visits, likely as university and school work continues outside the Monday-Friday schedule.

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By Education

Higher education attainment correlates with a higher weekend drop-off. Visits to GenAI platforms by undergraduates and postgraduates fall by 15% on weekends, much higher than the 10% drop seen among those with a high school education. This may be linked to the types of office-based, 9-to-5 jobs often associated with higher degrees.

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By Employment Status

The data on employment status reinforces the ‘work tool’ hypothesis.

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The Employed

Weekend user drop-off is similar (around 15%) for those in full-time, part-time, and self-employed roles. However, the drop in total visits is highest for full-time and self-employed individuals. Those working part-time are less impacted, likely reflecting more flexible working hours.

Students

This group shows a lower drop-off in users compared to the employed cohort, down only 9% on weekends. Their visit frequency also holds stronger, dropping 18% (compared to a 30% drop for full-time workers), as study and project deadlines don't adhere to a strict work week.

The Unemployed

The most telling finding comes from those not in traditional employment. Those who are actively seeking work actuallAt Gener8, our ability to connect clickstream data with user demographics allows us to move beyond simple traffic numbers and understand the context behind user behaviour. By linking usage frequency to specific cohorts, we can uncover fascinating patterns in how different groups adopt and use new technologies. their GenAI usage on weekends, with user numbers rising by 8% and visits by 6%. This suggests they may be using the weekend for job applications, skill-building, or interview prep. Meanwhile, those unemployed and not seeking work see a minimal 8% decrease in usage, reinforcing the idea that the "work week" is the primary factor driving the dramatic drops seen elsewhere.

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How can I access this data?

We utilised Gener8's Consumer Browsing and Demographics datasets to deep dive into the GenAI platform usage trends in the UK.

Gener8 Labs’ complete data and insights solution empowers media and marketing businesses to find actionable consumer and market insights, using our unique, consented, first party panel data sets that are all connected around one user ID.

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