Deloitte expects the next New Year’s resolution trend could be a digital detox, with Brits starting the year with an ‘analogue January’ or ‘Janalogue’ – a conscious disconnect from digital devices and apps.

The prediction is backed by research from the Deloitte Consumer Trends Survey 2025 which revealed how consumers are already taking proactive approaches to manage their use of digital devices and apps:

• 50 per cent said that they had turned off app notifications in the past year;
• 18 per cent have set specific screen time limits on their devices;
• 12 per cent even reported completely ceasing the use of one or more digital devices.

“January is a time to set New Year’s resolutions. Many, feeling over-indulged by festive treats and increased screen time from scrolling and casual games, may well choose to take a ‘digital detox’. Of course, some resolutions may not endure, but with our research suggesting device usage is hitting every hour of the day, ‘Janalogue’ could well become an annual month of digital disconnection for UK consumers,” commented Paul Lee, partner and head of research for technology, media and telecommunications at Deloitte.

“Amid Covid lockdowns, consumers had a guilt-free pass to immerse themselves in digital devices and apps. But in the years since, many have become fatigued by being ‘always on’ and are seeking to regain control over the quantity of digital in their lives. As we move into the new year, we expect more people to attempt setting screen time limits, managing notifications, pausing use of certain apps and deleting others, and generally trying to restrict habits such as streaks and doomscrolling,” he added.

An effort from consumers to be more conscious of their digital consumption has been in the making for years. Deloitte research in 2017 found that a third (32 per cent) of UK adults admitted to waking purely to check their phones in the middle of the night; and in 2022, over half (52 per cent) of people reached for their phones as soon as they woke up. Now, in 2025, 42 per cent of people wish they spent less time on their devices.

Deloitte alro reports a trend this Christmas is that a proportion of Gen Alphas may start their own digital journey come Christmas Day.   Deloitte Digital Consumer Trends research this year found that half of grown-ups consider the ideal age for a first smartphone to be between 10 and 13 years old, and with the latest ONS data showing that there are over three million children in this age bracket in the UK, a smartphone may well be on kids’ wish lists.

Lee added: “With only three per cent of grown-ups viewing it unacceptable for under 18s to have a smartphone, it is likely that many Gen Alpha’s smartphone journeys will start at Christmas. However, parents and guardians are taking a deliberate, balanced approach to digital experiences for their children as they seek to regain control over their own digital lives and integrate technology more thoughtfully. Therefore, these grown-ups are wanting to equip minors responsibly, ensuring that technology is an enabler for growth, not a source of distraction, and prioritising their wellbeing from the outset.”

Other posts by :

1. AST SpaceMobile: “Good for indoor reception”
2. EchoStar booms on SpaceX holding
3. Norway wants a satellite constellation
4. Crossroads backs AST SpaceMobile
5. FCC examines SpaceX’s 15,000 sat-constellation plan
6. EchoStar: “Severe uncertainty” led to spectrum sales
7. Netflix gets downgrade on Warner Bros move
8. UK trims Orbex investment
9. Euro-bank sets up €500m space fund

Categories: Articles, Consumer Behaviour, Research

Tags: analogue switch-off, Deloitte, smartphone