What you will find in the article
- Sunday is Britain’s busiest online day, with traffic peaking at 9.20pm.
- Social media, video streaming and work-related tasks drive Sunday screen time.
- Many people scroll from habit, boredom or anxiety about the week ahead.
- Younger adults are especially likely to spend late hours on their phones.
Consumer research commissioned by the company shows the nation’s Sunday scrollers are driven by a mix of downtime, anxiety and preparation for the week ahead. Nearly two-thirds of people (62 per cent) scroll social media, 52 per cent watch TV or video content, 44 per cent undertake some form of work-related activity and 32 per cent use their phones to prepare for Monday.
The findings also reveal a tension between switching off and getting ahead. Almost half of people (48 per cent) say they scroll to relax, but 40 per cent are more likely to reach for their phone through habit or boredom. More than half (52 per cent) cite at least one anxiety-linked trigger for Sunday scrolling, including avoiding Monday, worrying about work or struggling to sleep.
Sunday screen time often stretches later than intended, with 58 per cent saying they plan an early night but end up staying up later, while 42 per cent are still using their phones at 11pm or beyond. The pattern is most pronounced among younger adults: 67 per cent of 18–24-year-olds spend at least two hours on their phones on Sunday evenings and 62 per cent are still using them at 11pm or later.
Jeanie York, Chief Technology Officer at Virgin Media O2, commented: “Our network data provides a unique insight into how the nation connects, and it shows that Sunday is now the busiest day of the week online. The ‘Sunday Scrollies’ reflect the many ways people use connectivity as Monday approaches, from relaxing and connecting with loved ones to completing life admin and getting organised for the week ahead. Being online can help people relax, connect and feel organised, but our findings also show how easily screen time can run later than planned. Understanding those habits is an important first step towards making technology work more intentionally for each person.”
Source: advanced-television.com