People across the UK are on track to spend an average of four years and eight months of their waking lives using their phones unintentionally, according to a year-long study commissioned by Virgin Media O2. The research, which engaged more than 6,000 participants at its peak, is published in a report featuring a foreword by Dr Eleanor Drage, Senior Research Fellow at the Leverhulme Centre for the Future of Intelligence, University of Cambridge.

The findings show that more than a third (36 per cent) of phone use now takes place without a clear purpose – equivalent to around 1 hour and 26 minutes each day. Those with the highest levels of unintentional phone use consistently report worse outcomes when it comes to poorer sleep, reduced focus and lower overall mental wellbeing.

Unintentionality linked to poorer sleep, focus and mental wellbeing

An estimated 14 million people in the UK spend more than half of their phone time without a clear purpose and are the most likely to experience negative effects.

For this group, the impact on day-to-day wellbeing is clear:

• Two in five (41 per cent) report poor sleep linked to phone or internet use.

• 23 per cent say their attention span is shorter alongside reduced in-person social connection (23 per cent).

• Six in ten (61 per cent) admit they are not fully present in real-life moments – spending time with loved-ones or enjoying live music – because of their digital habits.

• They are also more likely to encounter harmful or unpleasant content online, with 24 per cent reporting exposure.

This reflects a broader national trend. According to the study, nearly three quarters (74 per cent) of people in the UK report experiencing at least one negative effect linked to their phone use, suggesting these challenges are not limited to a small group, but are increasingly part of everyday digital life.

Growing demand for healthier habits and greater control 

 The research shows that awareness of digital wellbeing is rising, with many recognising the impact of their habits and taking steps to improve them. This includes reducing time spent scrolling (31 per cent) and limiting use before bed (27 per cent).

However, these efforts are not translating into control. More than four in ten (41 per cent) say they have little or no control over how they use their phone or the internet. A further 41 per cent say willpower alone is not enough to change their behaviour, as one in three (37 per cent) say they are addicted to their devices. 

Moreover, more than half (51 per cent) say notifications influence how often they check their devices, while 40% say features such as autoplay and infinite scrolling affect how long they stay online. Nearly seven in ten (69%) believe digital platforms are designed in ways that encourage continued engagement. These findings suggest this is not simply a matter of individual choice, but of the systems people engage with.

Writing in the foreword to the new Virgin Media O2 research report, Dr Eleanor Drage, Senior Research Fellow, Leverhulme Centre for the Future of Intelligence, University of Cambridge said:

“The findings of Virgin Media O2’s landmark study show that what we perceive as our choice about how we use our devices is undermined by the immersive nature of the technology.”

“We are not using our devices in the way we intend. The widening gap between our intentions and our actions will not be resolved by individuals. Efforts to transform digital wellbeing require systemic change, including reshaping the environments within which we engage with technology.”

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Categories: Articles, Consumer Behaviour, Mobile, Research

Tags: cambridge, mobile, Virgin Media