Gen Z spends more than 36 hours a week on their phones, yet voice calls rank only seventh among their most frequent activities, according to new research. The study, involving 2,000 adults, also found that Brits dedicate nearly four days a year to 'life admin' tasks on their mobiles—for other people.
Adults tackle numerous duties daily for loved ones via their phones, including family organising (22%), social planning (17%) and serving as an unofficial therapist (14%). These unofficial 'roles' consume an average of one hour and 50 minutes weekly, adding up to just over 95 hours annually—equivalent to almost four full days.
Most are happy to do so, reporting the responsibilities make them feel useful (38%), trusted (29%) and needed (26%).
Gen Z's top phone activities
Social media apps (67%), WhatsApp (64%) and listening to music and podcasts (59%) emerged as the primary ways Gen Z use their devices. Watching videos or streaming content (59%), online banking (58%) and taking photos or videos (58%) also placed higher than actually using their phone to ring someone (56%).
However, for those aged 65 and above, making and receiving calls remain the most frequent uses for a mobile (78%), alongside sending text messages (72%). Spanning the generations, WhatsApp has emerged as the primary method people maintain contact through messages and calls, surpassing their phone's built-in messaging service.
Tesco Mobile's 'Data Warden' campaign
To mark the importance of everyday connections, Tesco Mobile enlisted TV personality and presenter Vogue Williams as its first-ever 'Data Warden', hitting the streets of London to reward unsuspecting members of the public caught using their phones to keep in touch with others. Rather than being handed a penalty, those spotted on their phones—whether making calls to friends, scrolling, sending voice notes or messaging loved ones—were surprised by Vogue with 'Phoney Fines', a mock fine designed purely to reward them. Each 'Phoney Fine' concealed a surprise gift card, honouring everyday connections with Tesco Mobile Pay as you go Essentials.
Vogue Williams said: "We're always being told we spend too much time on our phones, and I'm definitely guilty of being glued to mine. But half the time we're checking in on friends, making someone laugh or helping sort the latest drama. I love that Tesco Mobile is celebrating those everyday moments and giving something back to people for staying connected."
Connection and messaging habits
The research also revealed that 76% of those surveyed believe the everyday interactions they have via their mobile devices play a crucial role in maintaining strong relationships. Indeed, 42% have had their spirits lifted by something received on their phone, be it a funny photo (62%), a thoughtful message (58%) or good news from someone (56%). Meanwhile, 60% feel a greater sense of closeness to someone when they regularly exchange photos or videos.
According to the OnePoll research, Brits take an average of one hour and 17 minutes to respond to a message. People appear split on the etiquette of messaging, with more than a quarter (27%) admitting they feel guilty about replying to a text straight away, while nearly as many (24%) confessed to taking hours or even days to respond. While Gen Z considers a video call the ideal way to feel truly connected with someone, those aged 65 and over still prefer a good old-fashioned phone call to get the job done.
Laura Joseph, chief customer officer at Tesco Mobile, said: "Our phones play an important role in helping us stay connected, and it's often the small interactions that matter most."
The top 10 ways Gen Z use their phones are: browsing social media (67%), messaging on WhatsApp (64%), listening to music or podcasts (59%), watching videos and streaming content (59%), online banking (58%), taking photos or videos (58%), making and receiving phone calls (56%), sending text messages (56%), sending messages on social media apps (55%), and reading or sending emails (53%).
