Brits spend an average of about five years of life on mobile phones unintentionally, with roughly 1 hour 26 minutes per day spent mindlessly on the device.

More than four in ten say they have little or no control over their phone or internet use, with 41% saying willpower alone won’t change behavior and 37% feeling addicted to devices.

Dr. Eleanor Drage of the LCFI says the issue stems from systemic design that shapes individual choice and urges changes to environments where people engage with technology.

Virgin Media O2’s CEO emphasizes the company’s responsibility to help people feel more informed, confident, and in control online through research, partnerships, and practical support.

UK government officials advocate a dual approach of regulation and education, with collaboration on media literacy campaigns to help families navigate online life more safely.

Strand Partners conducted the online survey of 6,002 smartphone owners between November and April, forming the basis for these findings.

A striking 69% believe digital platforms are designed to encourage ongoing engagement, underscoring systemic factors beyond individual choice.

As part of its initiative, Virgin Media O2 is launching a Digital Wellbeing Manifesto and a digital intentionality score, plus partnering on the ‘O2 scroll stopper’ with Mel B to promote screen-free time.

Experts argue for systemic changes to digital wellbeing—reshaping engagement environments rather than focusing solely on individual actions.

A large portion of people struggle with digital habits: 61% feel they are not fully present with others because of device use, and 24% have been exposed to harmful or unpleasant content online.

Virgin Media O2 is funding a five-year Digital Wellbeing Observatory at the University of Cambridge to study digital wellbeing and the impacts of generative AI on online wellbeing.

The funding will support research and solutions, including a Digital Wellbeing Manifesto and practical tools developed with Cambridge’s Leverhulme Centre for the Future of Intelligence.