British consumers are expected to swap scrolling for "digital detoxing" this January as fatigue over device usage reaches a tipping point.

According to the Deloitte Consumer Trends Survey 2025, a growing number of UK adults are adopting "Janalogue"—a conscious effort to disconnect from digital applications and devices following the festive period. The data reveals that 50% of UK adults have already turned off app notifications in the past year, while 18% have implemented specific screen time limits.

The shift follows years of rising device dependency. While 2017 figures showed a third of adults woke up specifically to check their phones at night, current data indicates that 42% of people now actively wish they spent less time on their screens.

Paul Lee, partner and head of research for technology, media and telecommunications at Deloitte, said:

January is a time to set New Year’s resolutions. Many, feeling over-indulged by festive treats and increased screen time from scrolling and casual games, may well choose to take a ‘digital detox’. Of course, some resolutions may not endure, but with our research suggesting device usage is hitting every hour of the day, 'Janalogue' could well become an annual month of digital disconnection for UK consumers.

Amid COVID lockdowns, consumers had a guilt-free pass to immerse themselves in digital devices and apps. But in the years since, many have become fatigued by being ‘always on’ and are seeking to regain control over the quantity of digital in their lives.

The "Gen Alpha" Paradox

Despite the push for adult disconnection, the "smartphone journey" is beginning earlier for the next generation. Deloitte’s research found that half of UK adults believe the ideal age for a first smartphone is between 10 and 13.

With Office for National Statistics (ONS) data showing more than three million children in this age bracket across the UK, handsets remain a primary Christmas wish-list item.

Paul Lee added:

With only three per cent of grown-ups viewing it unacceptable for under 18s to have a smartphone, it is likely that many Gen Alpha’s smartphone journeys will start at Christmas.

However, parents and guardians are taking a deliberate, balanced approach to digital experiences for their children as they seek to regain control over their own digital lives and integrate technology more thoughtfully.