- New Virgin Media O2 network data reveals Sunday is the busiest day of the week online, with broadband traffic 12% higher than the average day
- Social media, streaming, life admin and preparing for Monday are among the behaviours driving the Sunday surge
- Research finds that half of Brits plan an early night on Sundays but stay up later, with 42% still using their phones past 11pm
Sunday has become Britain’s busiest day online, according to new analysis of Virgin Media O2 network data, with broadband traffic 12% higher than the daily average and peaking at 9.20pm. As millions of people stream, scroll and prepare for the week ahead, the final day of the weekend now generates more internet activity than any other day of the week.
Consumer research commissioned by the company shows the nation’s ‘Sunday Scrollies’ are driven by a mix of downtime, anxiety and preparation for the week ahead. Nearly two-thirds of people (62%) scroll social media, 52% watch TV or video content, 44% undertake some form of work-related activity and 32% use their phones to prepare for Monday.
The findings also reveal a tension between switching off and getting ahead. Almost half of people (48%) say they scroll to relax, but 40% are more likely to reach for their phone through habit or boredom. More than half (52%) cite at least one anxiety-linked trigger for Sunday scrolling, including avoiding Monday, worrying about work or struggling to sleep.
Sunday screen time often stretches later than intended, with 58% saying they plan an early night but end up staying up later, while 42% are still using their phones at 11pm or beyond. The pattern is most pronounced among younger adults: 67% of 18–24-year-olds spend at least two hours on their phones on Sunday evenings and 62% are still using them at 11pm or later.
Jeanie York, Chief Technology Officer at Virgin Media O2, said:
“Our network data provides a unique insight into how the nation connects, and it shows that Sunday is now the busiest day of the week online.
“The ‘Sunday Scrollies’ reflect the many ways people use connectivity as Monday approaches, from relaxing and connecting with loved ones to completing life admin and getting organised for the week ahead.
“Being online can help people relax, connect and feel organised, but our findings also show how easily screen time can run later than planned. Understanding those habits is an important first step towards making technology work more intentionally for each person.”
Are you scrolling with purpose?.
Virgin Media O2 is inviting people to assess their digital habits through its Digital Intentionality Score. The 10-question tool helps users understand how they use their phones and compare their behaviour with the national average score 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.
ENDS
Notes to editors
The polling findings are based on a nationally representative online survey of 1,000 UK adults conducted by Strand Partners in April 2026. The survey was representative by age, gender and NUTS 1 region. Strand Partners is a member of the British Polling Council and abides by its rules.
Virgin Media O2’s Digital Intentionality Score is available at:
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