Parents to Spend 88 Hours Scrolling This Summer

Parents in the UK are projected to spend approximately 88 hours on unintentional phone scrolling throughout the summer break, according to a recent survey. This period of extended family time is being impacted by digital habits, with children expressing concern over their parents' device engagement.

Children's Experiences with Parental Phone Use

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More than half of children between the ages of eight and 16, specifically 56%, stated that their parents' engagement with phones causes them to miss significant family occasions. The survey, commissioned by Virgin Media O2, also found that 63% of these children believe their parents are unaware of the total time spent on their devices. An 18-month study involving 16,000 individuals indicated that parents of minors use their smartphones unintentionally for over two hours daily. This group was found to be considerably more prone to developing unintentional smartphone habits compared to individuals without children.

Fifty percent of parents with children under 18 reported having minimal to no command over their phone and internet use. This lack of control places them on course to dedicate nearly four full days of the summer holidays to unintentional smartphone activity. A significant 76% of parents admitted to frequently picking up their phone without conscious thought, a behaviour observed in 57% of non-parents. Almost half of parents, 48%, check or pick up their phone at least 30 times daily without a specific purpose, accumulating around two hours and six minutes of unintentional screen time each day. This daily duration is approximately 40 minutes longer than the average UK adult's unintentional use.

Reasons for Phone Use and Impact on Family Life

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Despite the concerns, 74% of parents indicated that using their phone helps them unwind after a demanding day, while 80% believe online connectivity assists them in maintaining relationships during busy periods. However, the impact on children is notable, with 48% reporting having to repeat themselves because a parent was occupied with their phone. Additionally, 34% of children stated that a parent missed an opportunity to view something they wanted to share. When asked about moments they most desired parental presence, children cited everyday interactions such as conversations (47%), family outings (40%), and shared playtime (35%).

Introducing a Digital Intentionality Score

In response to these findings, Virgin Media O2 has launched a 'digital intentionality score'. This tool is designed to help individuals gauge their phone usage patterns and compare them against a national average score of 63 out of 100, where higher scores signify more deliberate usage. The assessment tool comprises 10 questions and integrates both actual usage data and self-reported behaviours to provide a clearer understanding of how people interact with their mobile devices. Dana Haidan, chief sustainability officer at Virgin Media O2, commented on the findings, stating, 'Summer holidays are a chance for families to spend quality time together, but we know modern family life is busy, and parents are often balancing work, childcare, and everything in between.' She added, 'Our research shows many are getting caught in unintentional phone habits without even realising it. This isn’t simply about individual behaviour. Many of the digital services we use every day are designed to keep us engaged, making it easy to spend longer on our phones than we intended. Understanding those habits is the first step towards building a healthier relationship with technology.'

The survey data was gathered through multiple studies. Strand Partners surveyed 6,002 smartphone owners between 4-10 April, 6,136 individuals between 11-16 March, 2,039 people between 28 November and 1 December, and 1,004 individuals between 18-20 December. Censuswide surveyed 1,000 UK children aged eight to 16 between 10-14 July.