A new report from Virgin Media O2 suggests that Britons spend an average of 36% of their time on smartphones without a clear purpose, equivalent to nearly two hours a day of aimless scrolling.
The study, based on a survey of 2,000 UK adults, sheds light on the scale of mindless phone use. It found that the average person spends over five hours a day on their device, meaning more than 1.8 hours is spent scrolling with no specific goal in mind. The research highlights a growing concern about digital habits, particularly among younger age groups.
“A Virgin Media O2 report finds that Britons spend 36% of their phone time—nearly two hours a day—aimlessly scrolling, prompting calls to break the cycle of mindless device use.”
Experts cited in the report said this behaviour could be linked to 'doomscrolling'—the tendency to consume negative news online—and described it as a coping mechanism for anxiety or boredom. Dr. Rebecca Sword, a psychologist quoted in the study, said aimless scrolling can create a cycle of distraction that reduces productivity and impacts mental wellbeing.
While the figures apply across the UK, the report suggests regional variations may exist. For example, participants in London reported the highest overall screen time, while those in Wales and Scotland were slightly more likely to have clear intentions when using their phones. However, the 36% average remained consistent across all four nations.
Virgin Media O2 has launched a campaign called 'Scroll Free September' to encourage people to set aside their phones for a day and reflect on their usage. The company's director of consumer marketing said the aim is to help people 'break the cycle' of pointless scrolling and build healthier digital habits.
The report did not specify any policy changes or follow-up studies, but it adds to the growing body of evidence on smartphone dependency. Mental health charities have warned that excessive screen time can exacerbate loneliness and anxiety, particularly among teenagers and young adults.
What This Means For You - If you find yourself reaching for your phone without a specific reason, you are far from alone. The report suggests that more than a third of your phone time may be wasted. - Consider setting time limits or using app blockers to reduce mindless scrolling. Even small changes, like removing social media apps from your home screen, can help. - For parents, the findings highlight the importance of modelling healthy phone use for children. The average child spends over four hours a day on screens, according to previous studies. - If you feel your scrolling is affecting your mood or productivity, the report recommends taking a 'digital detox'—even for a single day—to reassess your habits.