UK consumers have sent out a warning to digital marketers, with a third of mobile phone users vowing to slash their screen-time as part of their New Year’s resolution, with three quarters hoping to improve their mental health and a further two thirds (65%) wanting to sleep better.
So says a new consumer study, carried out by Virgin Media O2, which also reveals that half (49%) of those quizzed also admitted to previous unsuccessful attempts to reduce screen-time.
Even so, there have been plenty of warnings over digital fatigue.
As it stands, Brits reach for their mobile phone as soon as they wake up – with spikes in network traffic detected immediately after 6am, 7am and 8am – and begin scrolling.
The mobile giant said the morning data jumps had emerged as part of its broadband network analysis, which it said was a reliable indicator of the connectivity habits of the British public.
It found three jumps – evident almost immediately following the hours of 6am, 7am and 8am – suggesting people reach for their phones to turn off their alarms and immediately begin scrolling.
Some 81% of Britons said they reached for their phones first thing most days, with 75% immediately checking their social media feeds and more than half (52%) checking news feeds.
A fifth (21%) said they looked at the day’s forecast, while 18% checked for disruptions to their commute. Some 6% scanned the stock market before they got out of bed.
While three quarters of consumers said they relied on their screens for everyday tasks, FOMO is alive and kicking, with two thirds (65%) worried they would miss out or be socially disconnected if they cut down their screen time.
Those polled cited social media as the hardest to cut down on (78%), followed by messaging apps (75%) and video streaming (68%).
Virgin Media O2 chief technology officer Jeanie York said: “Our data shows the importance of connectivity to people’s lives and the role it can play in kicking off the day. Millions of people in the UK are privileged enough to have world news at their fingertips before their feet even touch the floor.”
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