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Unintentional phone use consumes over a third of daily screen time
British adults spend an average of four hours daily on their smartphones, with 36% of that time-roughly 86 minutes-occurring without a clear purpose, according to a new report by Virgin Media O2.
Self-awareness as the first step to control
While self-reported phone use can be unreliable, experts say recognizing mindless scrolling habits is crucial for managing them. Professor Pete Etchells of Bath Spa University noted that people often struggle to accurately estimate their screen time, but awareness remains key.
"Being able to notice when you're using your phone when you don't want to or need to is a really important first step," Etchells said.
Professor Pete Etchells, Bath Spa University
Negative experiences linked to aimless scrolling
The report, Age of Autopilot, compiled insights from three surveys conducted between 2024 and 2026, involving over 6,000 participants aged 16 and older. It found that those who spent more time on their phones without a clear purpose were more likely to report negative outcomes, such as feeling worse afterward or encountering harmful content.
However, not all unintentional use is detrimental. Dr. Netta Weinstein of Reading University emphasized that scrolling can provide relaxation, distraction, or connection for some users. The challenge, she said, is determining whether it leaves people feeling restored or simply drained.
Experts call for design changes to curb compulsive habits
Researchers argue that smartphone design plays a significant role in fostering unintentional use. Dr. Eleanor Drage of the University of Cambridge highlighted that the immersive nature of technology undermines user control, making it more than just a matter of personal choice.
"This isn't just a question of people making unwise choices. We are undermined by the immersive nature of the technology."
Dr. Eleanor Drage, University of Cambridge
Rafe Clayton, a senior lecturer at Leeds University, suggested disabling non-essential notifications as one way to regain control. He also recommended engaging in offline activities to reduce mindless scrolling.
Tech companies urged to prioritize user well-being
Etchells criticized default notification settings, calling them a design choice that doesn't prioritize user well-being. Drage echoed this sentiment, advocating for greater user agency in how technology is designed and used.
"The question is, how can we stay engaged with our devices in a positive way?"
Dr. Eleanor Drage
Drage and her team at Cambridge's Leverhulme Centre for the Future of Intelligence will explore generative AI's impact on digital habits in a five-year research initiative funded by Virgin Media O2.
Balancing utility and unintended consequences
While smartphones serve essential functions-such as messaging, navigation, and weather checks-the report underscores the need to address unintentional use. Experts agree that screen time isn't inherently harmful but warn against behaviors like distracted driving or compulsive scrolling.
