More than half of children aged eight to 16 say their parents miss important family moments because they are too busy scrolling on their phones, according to an 18-month study by Virgin Media O2.
Nearly two-thirds (63%) of the children surveyed believe parents do not realise how much time they spend on their phones. Almost half (47%) say they have had to repeat themselves because a parent was using their phone, while 34% say a parent missed something they wanted to show them.
Parents spend over two hours a day scrolling
The research into the UK’s digital wellbeing found that parents of under-18s spend more than two hours a day scrolling on their smartphones without any real purpose. This is around 40 minutes longer than the average UK adult.
Children value quality time during holidays
Both parents and children want to spend more quality time together over the summer holidays. Almost all children surveyed (92%) say spending quality time with family is important during the break, while 88% value outdoor activities together and 85% say family time is more enjoyable when everyone gives each other their full attention.
When asked when they most wanted parents to be fully present, children pointed to everyday moments: talking together (47%), family days out (40%), and playing together (35%).
Simple ways to reconnect
Children identified simple ways to improve quality time, including talking more (51%) and setting aside time where everyone puts their phones away (49%).
Virgin Media O2's response
Dana Haidan, chief sustainability officer at Virgin Media O2, said: “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. 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.
“At Virgin Media O2, we believe our role goes beyond keeping people connected. That's why we're investing in long-term research, trusted partnerships and practical tools to help people better understand their digital habits and feel more informed, more confident and more in control of how they use technology.”
Digital intentionality score
The company has introduced a digital intentionality score, an interactive tool developed with author and digital wellbeing expert Seyi Akiwowo. The 10-question tool combines real usage data and self-reported habits to help individuals assess their digital habits and benchmark them against the national average, providing personalised guidance for more intentional phone use.
