From Dial-Up to TikTok: How Britain fell in love with the internet over 30 years

New research* reveals the nation’s first memories of going online – and it proves the UK is divided by generation when it comes to digital nostalgia, reflecting just how much the nation’s online habits have changed over the last three decades.  

Brits get nostalgic about their first clicks online from MSN Messenger and clunky Hotmail log-ins to the thrill of discovering TikTok as new research charts 30 years of internet history.

Three decades after the screech of the dial-up modem became part of daily life, new research reveals the nation’s fondest memories of going online for the very first time.

For millions, it started with a family desktop, setting up a Yahoo or Hotmail account, and waiting patiently for MSN Messenger to load. A fifth of Brits say they first logged on between the ages of 11 and 15, while one in ten were online even before their tenth birthday.

But while older generations reminisce about floppy disks, MSN chatrooms and logging on in libraries, younger Brits are already nostalgic about Instagram (launched just 15 years ago) and even TikTok. Four in ten say YouTube or Facebook were their first online obsessions, and more than a third admit their earliest digital habit was scrolling TikTok.

The research, which we commissioned to mark our 30th anniversary, shows shopping habits were just as transformative. Clothes were the UK’s first online purchase for almost a quarter of people, followed by books, CDs and electronics. From Amazon’s “online bookstore” beginnings to the rise of ASOS, what started as a novelty has become a way of life.

When asked what they miss most about the early days, Brits voted for simplicity – a far cry from today’s always-on, endlessly scrolling digital world.

The survey also questioned the UK public about their relationship with the internet today. A third of respondents said that they couldn’t live without it! And the top three reasons they love the internet is for providing more entertainment (60%), helping to reconnect with friends (54%) and supporting education or upskilling (35%). 

Gadget Show presenter and tech enthusiast Ortis Deley said: “The last 30 years of the internet have shaped everything – how we communicate, shop and even think. What’s fascinating is how quickly nostalgia kicks in, whether it’s MSN Messenger pings or your first viral TikTok. It shows the internet is woven into our life stories.

“For many Brits, their first steps for getting online was to add software to Windows 95 or earlier using a floppy disk, waiting for the modem connection sound and, once connected, the ritual was always the same: setting up a clunky Hotmail address (usually with an embarrassing string of numbers or kisses), before firing up MSN Messenger to chat to friends. From shaky dial-up tones to flashing nudges and awkward screen names, these early online experiences became a rite of passage for a generation.

“And it’s not just about the past - this research shows how vital the internet has become to daily life today, with a third of us saying we simply couldn’t live without it. From entertainment and reconnecting with old friends to education and upskilling, it’s clear the web is more than just technology - it’s the glue that holds modern life together.”

Our CEO Richard Tang, added: “We’ve been there since the very beginning of the UK internet, which has come from nowhere to become a critical part of our lives. What’s clear is that while platforms change, the human drive for connection and creativity has remained the same. The next 30 years promise to be even more transformative, and our research certainly points to that. About a third of Brits think that robots will be performing household chores within the next 30 years, and driverless cars will be everywhere. In fact, I think we’ll have both even sooner, maybe within the next 15 years. 

“What all these advances will need is strong, secure and reliable connectivity and that’s exactly where our focus lies. Just as the web has enabled millions to launch businesses and reshape their lives, we see the internet as the foundation for the UK’s growth in the decades ahead.”

*Research conducted by Censuswide with 2,000 UK adults, August 2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.