A report by the Institute of Practitioners in Advertising highlights how British adults now spend an average of three hours and 21 minutes on their phones daily, which is a notable increase from one hour and 17 minutes in 2015. Overall screen time has risen to seven hours and 27 minutes daily. There is a stark generational divide: Gen Z individuals aged 15 to 24 use their phones roughly four hours and 49 minutes daily, contrasting with older adults who spend more time watching television. This shift suggests mobile phones have become integral to daily life.
According to a survey of 6,416 adults conducted by the Institute of Practitioners in Advertising, people in the UK now spend a whopping three hours and 21 minutes doomscrolling.
It's a clear signal of how embedded mobile phones have become in our daily lives - always on, always within reach and increasingly central to how we consume content, connect and unwind.
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