UK on track to spend nearly five years on their phones unintentionally, landmark study finds

• People in the UK are set to spend an average of 4.7 years of their waking lives using their phones unintentionally.  

• Virgin Media O2’s year-long study of more than 6,000 people found a clear relationship between unintentional phone use and poorer outcomes across sleep, focus and mental wellbeing.  

• With more than a third (36%) of all phone use now taking place without clear intent, Virgin Media O2 is launching its Digital Wellbeing Manifesto and funding the establishment of a major five-year study of digital wellbeing with the University of Cambridge.   

• The company is inviting the nation to assess their own phone habits through a  new interactive tool, the ‘Digital Intentionality Score’, and has partnered with Spice Girl, Mel B, to launch the ‘O2 scroll stopper’- a callback service to help people take a breather from their phones.  

London, 3 June 2026: 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 new 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%) 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.  

The research comes as Virgin Media O2 launches its Digital Wellbeing Manifesto – a long-term commitment to supporting healthier, more balanced relationships with technology. This new approach will see the company address how adults and society engage with digital technology, alongside its long-standing work to keep families safe online.  

The company is also introducing a new ‘Digital Intentionality Score’, an interactive tool to help individuals assess their digital habits and benchmark them against the national average. 

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%) report poor sleep linked to phone or internet use.  

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

• Six in ten (61%) 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% reporting exposure.  

This reflects a broader national trend. According to the study, nearly three quarters (74%) 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%) and limiting use before bed (27%).  

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

Moreover, more than half (51%) 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.”  

Digital Wellbeing Manifesto: closing the gap between intention and behaviour 

In response, Virgin Media O2 is launching its Digital Wellbeing Manifesto, setting out a long-term approach to supporting more intentional phone use through improved tools, clearer guidance and greater transparency and control over how people engage with digital services. 

The manifesto is built around five core principles, designed to address digital wellbeing from both user and system perspectives. Together, they focus on: 

• embedding fundamental rights into technology,  

• making responsible product decisions,  

• giving people greater control over their digital lives, 

• supporting a healthier balance between online and offline experiences, and  

• driving wider progress through research, partnerships and education. 

Lutz Schüler, CEO of Virgin Media O2, said,  

“Digital technology has transformed the way we live, work and connect. But our research also shows that many people increasingly feel they are not fully in control of how they engage with it.  

“As one of the UK’s largest connectivity providers, we believe our responsibility goes beyond simply keeping people connected. Building trust in the digital world means helping people feel more informed, more confident, and more in control of their online lives.  

“That’s why Virgin Media O2 is investing in long-term research, partnerships and practical support to better understand how digital habits are changing, and how technology can work better for people and not just demand more of their attention.” 

Minister for AI and Online Safety Kanishka Narayan, said:  

“Digital technology brings huge benefits, but this research highlights that many people feel it can shape their daily lives in ways they didn’t actively intend. Improving digital wellbeing requires action on more than one front – combining effective regulation with education that helps people feel informed, confident and in control online. 

“Alongside the government’s wider regulatory work, the Department for Science, Innovation and Technology is working in partnership with organisations like Virgin Media O2 on our media literacy campaign, ‘You Won’t Know Until You Ask’. This work supports parents and families to build the skills and understanding they need to navigate the online world safely, critically and intentionally. 

“Education and practical support are regulation’s essential partners. Research, partnerships and tools like these help inform the wider public, including parents and young people and ensure technology works better for people in their everyday lives.” 

University of Cambridge: Digital Wellbeing Observatory 

Virgin Media O2 also announces it is funding the establishment of a major new research initiative ‘The Digital Wellbeing Observatory’, for the next five years at the University of Cambridge’s Leverhulme Centre for the Future of Intelligence (LCFI). The observatory will track how the British public are using technologies such as Generative AI, and its effects on health and wellbeing, through a multi-year series of surveys and community-focused roadshows.  

The new Digital Wellbeing Observatory aims to “put the public in the driver’s seat when it comes to shaping technology”, with leading Cambridge academics conducting workshops across the UK.   

Helping people take control 

With 44% of people in the UK saying they would welcome support to manage their phone use, Virgin Media O2 is inviting the nation to assess their digital habits. Through a new ‘Digital Intentionality Score’, people can understand how they use their phones and compare their behaviour against the national average of 63 out of 100 – with higher scores representing more intentional use. Try it here.  

Developed in association with author and digital wellbeing expert, Seyi Akiwowo, the 10-question tool draws on both real usage data and self-reported habits to provide a clearer picture of how people engage with their phones. 

Once complete, people will be assigned a behavioural profile and given personalised insights and practical guidance designed to support more intentional and balanced digital habits over time. 

O2 scroll stopper 

To help people become more intentional with their time online, Virgin Media O2 has partnered with Spice Girl, Mel B to launch the ‘O2 scroll stopper’.  

It is a bold, straight-talking WhatsApp callback where people can schedule a call featuring a pre-recorded message from Mel B, who’ll encourage them to take a breather from their phones so they can have screen-free time.  

People can try the O2 scroll stopper by sending a WhatsApp message to 078682 89802 or clicking here to request a callback from Mel B.  

For more information on Virgin Media O2’s Digital Wellbeing Manifesto, or to uncover your digital intentionality score, click here. By participating you agree that O2 can use your personal data to receive a call back from the O2 scroll stopper at the time you request. Find out more in O2’s Privacy Policy: O2 Privacy Policy Terms and Conditions. 

Virgin Media O2’s Digital Wellbeing Manifesto is part of the company’s Responsible Business Plan. Find out more here.