Virgin Media O2 has published research suggesting people in the UK are on course to spend an average of 4.7 years of their waking lives using their phones unintentionally. It is also launching a Digital Wellbeing Manifesto.
The year-long study involved more than 6,000 participants at its peak and found that 36% of phone use happens without a clear purpose, equating to about 1 hour and 26 minutes a day on top of intentional use.
The findings link heavier unintentional phone use to poorer sleep, reduced focus and lower mental wellbeing. An estimated 14 million people in the UK spend more than half of their phone time without a clear purpose, making them the group most likely to report negative effects.
Among that group, 41% linked poor sleep to phone or internet use. Some 23% said their attention span was shorter, while the same proportion reported reduced in-person social connection.
Across the wider population, 74% reported at least one negative effect linked to their phone use. The study also suggested many people feel unable to change their habits even when they recognise a problem.
More than four in ten, or 41%, said they had little or no control over how they use their phone or the internet. A further 41% said willpower alone was not enough to change their behaviour, while 37% described themselves as addicted to their devices.
Design features on digital platforms were also cited as a factor. The research found that 51% said notifications influence how often they check devices, 40% said autoplay and infinite scrolling affect how long they stay online, and 69% believed digital platforms are designed to encourage continued engagement.
Research Backing
Dr Eleanor Drage, Senior Research Fellow at the Leverhulme Centre for the Future of Intelligence at the University of Cambridge, wrote the foreword to the report and linked the findings to broader questions about how digital products shape behaviour.
“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,” Drage said.
“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,” she added.
Virgin Media O2 said its manifesto will focus on improved tools, clearer guidance, and greater transparency and control over how people engage with digital services. It sets out five principles covering rights in technology, product design, user control, balance between online and offline life, and wider work on research, partnerships and education.
The company is also funding a five-year research initiative called the Digital Wellbeing Observatory at the University of Cambridge’s Leverhulme Centre for the Future of Intelligence. The observatory will track how the public uses technologies including generative artificial intelligence and examine effects on health and wellbeing through surveys and workshops.
Industry Response
Lutz Schüler, Chief Executive Officer of Virgin Media O2, said the company sees the issue as part of its role as a large connectivity provider.
“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 rather than simply demand more of their attention,” Schüler said.
The package also includes a tool called the Digital Intentionality Score, which asks users 10 questions about their habits and compares the result with a national average score of 63 out of 100. Higher scores indicate more intentional phone use.
Virgin Media O2 said 44% of people in the UK would welcome support to manage their phone use. It has also introduced a pre-recorded callback service featuring Mel B that encourages users to step away from their devices. The main thrust of the announcement, however, is the company’s effort to position digital wellbeing as a longer-term area of consumer concern and corporate responsibility.
The research was conducted through four nationally representative online surveys of UK populations, including one survey of 6,002 smartphone owners aged 16 and over. Responses were weighted by age, gender and region.
Kanishka Narayan, Minister for AI and Online Safety, 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,” Narayan said.
