- Virgin Media O2 broadband data suggests a trend in Brits reaching for their phones from the moment they wake up, with traffic jumping immediately after 6am, 7am and 8am
- To combat this early morning scrolling, more than 1 in 3 Brits (35%) admit to wanting to reduce screentime as a new year’s resolution
- Overall broadband traffic continues to reach all-time highs, showing the ever-growing importance of connectivity to modern Britain
Virgin Media O2 has today released broadband data which shows millions of people are reaching for their phones as soon as they wake up, with marked jumps in traffic immediately after 6am, 7am and 8am, likely when most alarms are set for. This could indicate why, according to new research, more than a third (35%) of Brits are planning to reduce their screentime as part of their 2025 resolutions.
The morning data jumps have emerged from Virgin Media O2’s broadband network analysis, which is a reliable indicator of the connectivity habits of the British public. Three jumps are 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. Alongside the data analysis, Virgin Media O2 has asked the British public about their morning screentime habits and intentions for the year ahead.
When asked, 81% of Brits said they reach for their phones first thing most days, with 75% diving straight into social media and over half (52%) catching up on the latest news. Proving we’re a nation obsessed with weather and delays, one in five (21%) look at the day’s forecast, while 18% check for commute disruptions. Some 6% are scanning the stock market before they’re even out of bed.
The research revealed 1 in 3 (35%) Brits are looking to reduce screentime as a new year’s resolution for 2025. Three quarters of Brits are hoping to improve their mental health, with a further two thirds (65%) wanting to sleep better. Half of Brits (49%) have admitted to previous unsuccessful attempts to reduce screentime, which explains the record levels of data consumption and an overall uptick of 8.1% in broadband usage on the Virgin Media O2 network last year. As many as 27% of people remain unconfident in meeting this year’s 2025 reduction resolution.
With three in four Brits relying on their screens for everyday tasks, two thirds (65%) are worried they’ll miss out or be socially disconnected if they cut down their screentime. Social media is cited as the hardest to cut down (78%), followed by messaging apps (75%) and video streaming (68%).
Jeanie York, Chief Technology Officer at Virgin Media O2, 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, and we’re proud to be unlocking so many possibilities through our fixed and mobile networks. To meet this growing demand, we are continuing to invest and innovate to provide the vital connectivity our customers rely on.”
Virgin Media O2 is committed to upgrading and expanding its fixed and mobile networks across the UK to provide customers with the best experience possible. With demand for data continuing to rise to record levels last year, the company invests £2bn a year on its networks and services to make this a reality.
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