ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT

EXPLORING THE DIGITAL DETOXING MOVEMENT ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT CONTENTS

Executive summary 3 Background 5 Growing need for digital detox 7 Forms of digital detoxing 10 Raised consciousness of the effects of tech addiction 13 Role of tech companies 16 How Acxiom can help 19 About Acxiom 20

2 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT EXECUTIVE SUMMARY

“The biggest benefit of the technological That’s the view of one young woman in the UK who has taken a digital detox in the last year, along with almost 12m others in the UK according revolution would be the ability to connect to our research. Therein lies the contradiction that many people face: technology facilitates connection but is making many people feel people from all over the world and allow disconnected. There are now more people in the UK that lean towards the people to form friendships and relationships idea that “technology is making us more divided” than those who think “technology is bringing us closer together”, but most people have mixed that would have otherwise not been possible feelings. These digital detoxers provide some insight into that contradiction. due to geographical hurdles” That young woman, like many others, felt social media often made her feel insecure and worse about herself. She asked herself “how have I wasted so much time on social media today?” and thought “the amount of time I’m spending looking at screens can’t be healthy” and “I can’t focus with so many devices to distract me”. Not only has she thought these, but she worries it will have a long-term impact on her mental health. She thinks that depression, anxiety, social isolation and insomnia are becoming more prevalent as a result of over-use of technology. New tech - connecting or disconnecting Taken digital detox this year She took ownership by limiting (inher millions)use of social media long-term. While

1 - Technology is making taking a digital detox she felt clear-headed, focused, more in control 18% us more divided and physically healthier. When imagining an ideal kind of digital detox Yes 12.8 2 22% experience, she imagined a day in nature, in a place where there is no signal and you can enjoy your natural surroundings without electronic 3 40% devices. No 42.1

4 14% Of course, she hasn’t completely disconnected from the world. For starters, 5 - Technology is bringing us closer together 6% at work she sits behind a computer all day. She also looks at her phone every 30 minutes when she thinks in an ideal world she would only look at her phone every few hours, if she could just resist the urge to answer messages as soon as she receives them. Here is where she thinks tech companies should help.

Effect of big tech companies taking steps to solve it Google trends search for ‘digital detox’ 3

I would trust them more 45% Normalised search popularity 41 I would feel like I’m helping tackle the problem by buying 36 36 products / services from companies that take it seriously 36% 30 30 I would be more likely to buy their products / services 24% 19 17 I would think they’re a future-focused company 15% 11 7 8 I would think they’re cynically trying to monetise a 6 7 7 5 problem they helped create 15% 4 3

It wouldn’t change my opinion of them 11% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Normalised %

Source: Google Trends https://trends.google.com/trends/explore?date=all&geo=GB&q=%2F011c8bxy New tech - connecting or disconnecting Taken digital detox this year (in millions)

1 - Technology is making 18% us more divided Yes 12.8 2 22% ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT 3 40% No 42.1

4 14% Executive5 - Technology is bringing Summary us closer together 6%

She believes people need to take individual responsibility, but big tech Effect of big tech companies taking companies can help too, with simple nudges like session reminders to steps to solve it notify people on Googlehow long trends they’ve search been using for ‘digital the device detox’ or platform for. For big tech companies that did help tackle the problem, she would think they’re a future-focused company. However, she is distrustful of big tech I would trust them more 45% Normalised search popularity companies, and would be unwilling for the likes of Google, Apple41 and I would feel like I’m helping tackle the problem by buying 36 36 products / services from companies that take it seriously 36% Facebook to share personal data about her, even30 if it30 is designed to build a I would be more likely to buy their products / services 24% more complete understanding of how people use technology and to guard 19 against dangerous levels of usage, because17 she doesn’t believe big tech I would think they’re a future-focused company 15% 11 companies care about7 her health.8 I would think they’re cynically trying to monetise a 6 7 7 5 problem they helped create 15% 4 3 It wouldn’t change my opinion of them 11% The good news2005 2006is that2007 2008 she2009 is 2010in the2011 2012minority2013 2014 in2015 that2016 regard,2017 2018 2019 particularly2020 among others in her generation. RoughlyNormalised half % of digital detoxers are happy

for big tech companiesSource: Google Trends to https://trends.google.com/trends/explore?date=all&geo=GB&q=%2F011c8bxy share this kind of information, and that increases to 60% of Gen Z. The danger is that this distrust of big technology companies will become more commonplace and the personal data ecosystem that fuels many of these companies will become at risk if these problems are perceived to grow under their influence.

Only a small number of digital detoxers think that big tech companies are solely responsible for people over-using their devices or platforms, but even 50% fewer think that they should not take any responsibility for it. This presents of digital detoxers are happy for big tech an opportunity for tech companies taking the long-term perspective. Nearly companies to share personal data half of digital detoxers said they would trust companies more if they were seen to be tackling the problem, more than one-third said they would feel like they’re helping tackle the problem if they buy products from companies that take it seriously, and one-quarter said they would be more likely to buy their products as a result. This report explores some of these challenges, opportunities and attitudes among the portion of the population closest to this trend: digital detoxers.

4 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT BACKGROUND

A nationally representative sample of 4,000 people were surveyed to The overarching objective was to understand what direction society is measure some of the established megatrends – environmentalism, moving and how businesses in these industries should prepare for this, desire for authenticity, connected worlds creating disconnected both in terms of risk mitigation and innovation. societies – and explore how they connect to sector-specific trends. This was followed up by surveying a sub-section of the population in each This was within 6 key sectors: industry that were particularly close to the trends, to dig deeper into what is driving them and understand what the early adopters or enthusiasts 1 Automotive believe are most worthy of attention. The sub-section included:

2 Consumer electronics Car enthusiasts 3 Financial services Fintech users 4 Telecoms Shopping enthusiasts 5 Retail Cord-cutters 6 Travel Authentic travellers

Digital detoxers

5 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT BACKGROUND In this case, the focus is on digital detoxers. You can find a profile of them to the right. They will be the key feature of analysis, as we asked them the most probing questions, and their interest in the subject allowed them to give more thoughtful answers than your average person. DIGITAL DETOX SEGMENT A secondary feature of the analysis will be the nationally representative audience, with a particular focus on how attitudes and behaviours differ across generations. Here is a profile of each generation from the nationally representative survey.

This will be supported by secondary research from a variety of sources, to Look at their phone Equal gender split, 54 times per day on provide an international and historical context with hard numbers where mostly Gen Z and average, the majority have possible. They will be cited throughout the report. Millennials, more urban limited time on their phone and particularly prevalent rather than PC / Tablet or TV, in London but present and the majority limited in all areas their time for roughly 10 days

Profile of each generation from the nationally representative survey

Gen Z Millennials Gen X Baby Boomers The Silent Generation

Years born 1997-2004 1981-1996 1965-1980 1946-1964 1928-45 Age 16-22 23-38 39-54 55-73 74-91 Relationship status Mostly single Mostly married Mostly married Mostly married Mostly married Working status Mostly students Mostly employed full time Mostly employed full time Mostly retired Mostly retired Independence vs. Obedience Independence Independence Independence Mixed Obedience Security vs. Convenience Mixed Mixed Mixed Security Security

6 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT GROWING NEED FOR New tech - connecting or disconnecting Taken digital detox this year DIGITAL DETOX (in millions)

1 - Technology is making 18% us more divided Yes 12.8 Roughly one-quarter of the2 population have22% taken a digital detox in the last year,New which tech as - definedconnecting as oranything disconnecting from limiting the Taken digital detox this year time spent on your phone 3right up to going on an isolated40% retreat, No (in millions) 42.1 disconnected from everything. And while this figure might seem 1 - Technology is making4 14% 18% relatively small, justus more over divided a decade ago it was barely on the radar. 5 - Technology is bringing 6% Yes 12.8 us closer together “Digital detox” is now 10 times2 more popular as 22%a search term than it 1 was in 2005, and even since 32015 it has doubled in popularity40%. This is a No 42.1 growing trend driven by younger generations: Gen Z are 5 times more likely than Baby Boomers to have taken4 at least 14%one. 5 - Technology is bringing us closer together 6% The reasons for it?Effect People of feel big like tech they companies are living in taking a virtual world more often than the real world, screensteps time to analytics solve it are telling people they Google trends search for ‘digital detox’ averaged eight hours a day on their phone, families are struggling to connect with each other, more and more evidence is being shared about I would trust them more 45% Normalised search popularity the impact of technology on mental health, emotional wellbeing, social 41 I would feel like I’m helping tackle the problem by buying 36 36 relationshipsproducts / services and frommuch companies more. that take it seriously 36% Effect of big tech companies taking 30 30 I would be more likely to buy their products / services 24% steps to solve it Google trends search for ‘digital19 detox’ 17 I would think they’re a future-focused company 15% 11 7 8 Gen Z I would think they’re cynically trying to monetise a 6 7 7 5 I would trust them more 15% 45% 4 3 Normalised search popularity problem they helped create 41 I would feel like I’m helping tackle the problem by buying It wouldn’t change my opinion of them 11% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 201836 201936 2020 productsIt /was services getting from companies to the that point take itwhere seriously I was on my phone so36% much 30 30 I wouldit was be more getting likely to inbuy the their wayproducts of / myservices studies and my daily24% life, I was Normalised % 19 living more of a virtual life than in real life. Source: Google Trends https://trends.google.com/trends/explore?date=all&geo=GB&q=%2F011c8bxy17 I would think they’re a future-focused company 15% 11 7 8 I would think they’re cynically trying to monetise a 6 7 7 5 “ 4 3 problem they helped create 15% Millennials It wouldn’t change my opinion of them 11% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Normalised % The fact that my screen time analytics said that I averaged Source: Google Trends https://trends.google.com/trends/explore?date=all&geo=GB&q=%2F011c8bxy “ 8 hours a day on my phone.

1 Adults Media Use and Attitudes 2019 (Ofcom) 7 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT The profile of modern shopping

Taken digital detox this year by generations Smartphone stress inducement by generations (in millions) Gen X Taken digital detox this year by generations Smartphone stress inducement by generations Gen Z (16-22) 46% 54% (in millions) Myself and my children were using technology and screens Gen Z (16-22) 22% 49% 29% Millennials (23-38) 36% 64% far too much for entertainment and we all decided to try Gen Z (16-22) 46% 54% Millennials (23-38) 19% 46% 35% Gen X (39-54) 21% 79% Gen Z (16-22) 22% 49% 29% and reduce it by getting out more doing physical activities Millennials (23-38) 36% 64% Gen X (39-54) 7% 40% 53% for a while. Baby Boomers (55-73) 9% 91% Millennials (23-38) 19% 46% 35% “ Gen X (39-54) 21% 79% 3 Baby Boomers (55-73) 29% 69% The Silent Generation (74+) 6% 94% Gen X (39-54) %7% 40% 53% Baby Boomers (55-73) 9% 91% 4 The Silent Generation (74+) 3 16% 80% Baby Boomers (55-73) % 29% 69% Baby Boomers The Silent Generation (74+) 6% 94% % Yes No The Silent Generation (74+) 4 16% 80% Evidence of the impact on digital use on mental health, Yes, it’s% a constant source of stress

emotional well-being and relationships between people. Yes No Yes, it can make things stressfull sometimes My experience of becoming ‘addicted’ to digital services No,Yes, itit’s only a constant makes my source life easier of stress “ and its negative impact on my sense of well-being. Also Yes, it can make things stressfull sometimes the impact on my personal relationships and social life. No, it only makes my life easier Frequency of checking phone by generations Type of digital detox While people have become very attached to TV, gaming, social media Frequency of checking phone by generations Gen Z (16-22) 28% 22% 18% 15% 17% and other technologies over the years, nothing has matched the ubiquity Type of digital detox Limit social media for a limited period of time 43% Millennials (23-38) 20% 19% 22% 19% 21% (e.g. use it half as often as normal for a day) of smartphones. And while we all know “young people” use their phones Gen Z (16-22) 28% 22% 18% 15% 17% Limit device use for a limited period of time Limit social media for a limited period of time 40% more often, the numbers are still very striking. Gen X (39-54) 14% 12% 19% 22% 33% (e.g. use phone half as often as normal for a day) 43% Millennials (23-38) 20% 19% 22% 19% 21% (e.g. use it half as often as normal for a day) 3 7 Limit deviceLimit use social for a limitedmedia useperiod long-term of time Baby Boomers (55-73) 12% 20% 57% 36%40% 78% of Baby Boomers and 90% of the Silent Generation use their phone Gen X (39-54) %14%% 12% 19% 22% 33% (e.g. use phone(e.g. half use as oftenit half as as normal often as for normal) a day) 6 Limit device use long-term (e.g. use phone hourly or less, compared to just 32% of Gen Z and 40% of Millennials. The Silent Generation (74+) 14% 77% Limit social media use long-term 28% 3 %7 12% 20% 57% half as often as normal in the last year) 36% Baby Boomers (55-73) % % (e.g. use it half as often as normal) More than one-quarter of Gen Z check their phones every 10 minutes or 2% Completely abstain from one device 2%6 Limit device use long-term (e.g. use phone 27% more, and half look at it every 20 minutes or more. As a result, a growing The Silent Generation (74+) 14% 77% for a limited period of time 28% % half as often as normal in the last year) number of Gen Z and Millennials see their phone as a constant source of 2% Completely abstain from all devices for Completely abstain from one device 21% Every 102% mins or more Every hour a limited period of time 27% stress, and the majority find it stressful at least sometimes. for a limited period of time Every 20 mins Less than hourly Go on a trip designed to disconnect Completely abstain from all devices for 17% (e.g. an isolated retreat) 21% Every 1030 mins or more Every hour a limited period of time Every 20 mins Less than hourly Go on a trip designed to disconnect 17% Every 30 mins (e.g. an isolated retreat)

8 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT The profile of modern shopping

In Ofcom’s most recent study on adults’ media use and attitudes2, they found that aboveTaken all else digital there detox is a generational this year by divide generations in terms of the Smartphone stress inducement by generations importance people place in phones. Over three-quarters of 16-24 year (in millions) olds said their phone is the device they would miss the most if taken away, while two-thirdsGen Z (16-22)of those aged 46%75+ would most miss54% their TV – Gen Z (16-22) 22% 49% 29% even though 81%Millennials of them (23-38) have a mobile36% phone. 64% Millennials (23-38) 19% 46% 35% Most of the time spentGen X (39-54) on new technologies21% like smartphones79% and Gen X (39-54) 7% 40% 53% tablets are usedBaby Boomers to access (55-73) traditional9% media content91% – watching 3 videos and listening to music. So, there is an open question about Baby Boomers (55-73) 29% 69% 6% 94% % whether usingThe Silent the Generation term “addicted”(74+) is more indicative of a moral panic The Silent Generation (74+) 4 16% 80% that historically accompanies the emergence of new media forms %

(e.g., literary novels, penny arcades,Yes jazz No music). Yes, it’s a constant source of stress However, there is some evidence to suggest that media-multitasking Yes, it can make things stressfull sometimes 3 impacts how we filter information , decreases productivity and can make No, it only makes my life easier it more difficult to perform tasks that require sustained concentration, such as completing a test4. Smartphones have made media-multitasking possible in a wayFrequency that TV didn’t,of checking and that phone is thought by generations to be the fundamental shift in how we consume media. Due to a combination of Type of digital detox people’s personal Genexperiences, Z (16-22) reporting28% in22% the media18% and15% a growing17% cultural awareness, people are beginning to look at devices differently. Limit social media for a limited period of time 43% Millennials (23-38) 20% 19% 22% 19% 21% (e.g. use it half as often as normal for a day) Limit device use for a limited period of time Over 75% 40% Gen X (39-54) 14% 12% 19% 22% 33% (e.g. use phone half as often as normal for a day)

3 7 of 16-24Limit social year media use olds long-term said their phone is the36% Baby Boomers (55-73) 12% 20% 57% (e.g. use it half as often as normal) % % device they would miss the most if taken away The Silent Generation (74+) 6 14% 77% Limit device use long-term (e.g. use phone 28% % half as often as normal in the last year) 2% 2% Completely abstain from one device 27% for a limited period of time

Completely abstain from all devices for 21% Every 10 mins or more Every hour a limited period of time Every 20 mins Less than hourly Go on a trip designed to disconnect 17% Every 30 mins (e.g. an isolated retreat) 2 Google Trends: Digital Detox (Google) 3 Cognitive Control In Media Multitaskers (Ophir, Nass and Wagner) 4 Laptop multitasking hinders classroom learning for both users and nearby peers (Sana, Western & Wiseheart) 9 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT FORMS OF DIGITAL DETOXING Taken digital detox this year by generations Smartphone stress inducement by generations (in millions)

Gen Z (16-22) 46% 54% The most common form of digital detoxing is a short-term limit, and Gen Z (16-22) 22% 49% 29% Millennials (23-38) 36% 64% social media is the most common thing to detox from. However, half of digital detoxersMillennials (23-38)have limited19% their use46% of social media35% or a Gen X (39-54) 21% 79% device long-term, and 39% have abstained completely from at least Gen X (39-54) 7% 40% 53% Baby Boomers (55-73) 9% 91% one device for a limited period of time. 17% have gone on a trip 3 Baby Boomers (55-73) 29% 69% The Silent Generation (74+) 6% 94% designed to disconnect. % The Silent Generation (74+) 4 16% 80% Of those who have limited their% time on a device, 93% did it on their phone, Yes No 50% on their PC / tablet, and 30% on TV. And while people are a little less likely (76%) to completely abstainYes, it’s a fromconstant their source phone, of stress the hierarchy remains the same. The phone is whatYes, people it can make feel things most stressfull compelled sometimes to avoid. No, it only makes my life easier

Frequency of checking phone by generations Type of digital detox

Gen Z (16-22) 28% 22% 18% 15% 17% Limit social media for a limited period of time 43% Millennials (23-38) 20% 19% 22% 19% 21% (e.g. use it half as often as normal for a day) Limit device use for a limited period of time 40% Gen X (39-54) 14% 12% 19% 22% 33% (e.g. use phone half as often as normal for a day) Limit social media use long-term 3 7 12% 20% 57% 36% Baby Boomers (55-73) % % (e.g. use it half as often as normal)

The Silent Generation (74+) 6 14% 77% Limit device use long-term (e.g. use phone 28% % half as often as normal in the last year) 2% 2% Completely abstain from one device 27% for a limited period of time

Completely abstain from all devices for 21% Every 10 mins or more Every hour a limited period of time Every 20 mins Less than hourly Go on a trip designed to disconnect 17% Every 30 mins (e.g. an isolated retreat)

10 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT CURRENT PERCEPTIONS OF THE OMNICHANNEL EXPERIENCE Length of abstinence On average, people spent just under a fortnight limiting their device use – Usage gap by generations regardless of whether it was phone, PC or TV. Abstinence is more difficult Length of abstinence Usage gap by generations 171.5 to maintain, with people abstaining from their phone for less than a week Phone (average = 6.8) 39% 27% 35% (while TV remains similar). 171.5 Phone (average = 6.8) 39% 27% 35% 113.4 Tablet / PC (average = 8.0) 26% 29% 44% 93.3 The three most common feelings people had when detoxing were 113.4 59.3 relaxation, clear-headedness and feeling more in control. Post-detox, Tablet / PC (average = 8.0) 26% 29% 44% 53.1 50.7 93.3 49.5 TV (average = 11.5) 28% 23% 49% 59.3 17.9 opinions are split – some people hate that they need the device, but do 53.1 50.7 49.5 need them, while others appreciate the devices even more. Most are in TV (average = 11.5) 28% 23% 49% 17.9 the middle. Gen Z Millennials Gen X Baby Boomers (16-22) (23-38) (39-54) (55-73) A day or less A few days A week or more Gen Z Millennials Gen X Baby Boomers (16-22) Current(23-38) use Ideal(39-54) use (55-73) In terms of the ideal digital detox experience, many people like the idea of A day or less A few days A week or more a dedicated meditative spa or just somewhere out in the countryside, but Current use Ideal use many people think of it more in terms of integrating into their daily lives.

Feelings during detox Worries about technology over-use Feelings during detox I think a getaway break in nature in an environment like a Relaxed 41% Worries about technology over-use I can’t focus with so many tropical island or like one of those igloo huts in the forest or in Clear-headedRelaxed 40%41% 10% 37% 53% Scandinavia, it would just mean that you could reconnect with devices to distract me The amountI can’t of focus time withI’m spendingso many MoreClear-headed in control 36%40% 10%10% 37%41% 53%50% “ nature properly. looking at screensdevices can’t to distract be healthy me More inFocused control 27% 36% MaybeThe amount the world of timewould I’m be spending a better 10% 28% 41% 30% 50%42% lookingplace ifat no-one screens had can’t a smartphone be healthy A spa - this is where I did my detox. I found it easier as I spent 25% Like I was missingFocused out 27% MaybeHow havethe world I wasted would so be much a better time 19%28% 41%30% 42%40% the time being pampered, focusing on my wellbeing and eating place if no-oneon social had amedia smartphone today? Bored 23%25% Like I was missing out I wishHow someone have I wasted would so just much take time this tasty food. Did not feel that I was missing out on technology as it 19% 41% 40% phone awayon socialfrom me media sometimes today? 24% 40% 36% Physically healthierBored 21%23% wasn’t needed. I wish someone would just take this Why do people expect me to reply phone away from me sometimes 23%24% 40%45% 36%32% Physically healthierAgitated 14% 21% all the time? Why do people expect me to reply I spend too much time playing games 23%18% 45%53% 32%29% Other (pleaseAgitated specify) 3% 14% all the time?

Other (pleaseNone ofspecify) these 2%3% I spend too much time playing games 18% 53% 29% It was just a passing thought Worried about long-term impact (NET) None of these 2% It’s a little worrying but no big deal It was just a passing thought Worried about long-term impact (NET) It’s a little worrying but no big deal 11 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT CURRENT PERCEPTIONS OF THE OMNICHANNEL EXPERIENCE

It’s mind over matter. What is so important that people have to have their devices with them and turned on all the time. I am a firm believer that theatres/cinemas and other such entertainment “ places should be allowed to block any signals so as to ensure complete quiet and concentration on the show/play or whatever. Be a pleasure for the players on stage and for the audience. Nothing is that urgent.

I would make sure there was no internet connection wherever it was, think I would do more workshop ideas to get people interested in something to do other than look at their phones. Start introducing mobile free Mondays, or no Facebook Thursday, just to help break the habit.

I think that retreats are a good idea but to appeal to a wider audience and bring digital detox to the fore businesses can offer incentives to customers to not engage with their devices when they are out/on holiday e.g. restaurants giving discount % for putting (their) device into (a) basket.

Just keep yourself busy with other things. Even if it’s household chores or going out.

I think I’d have cameras in the home showing what people do of a day. If parents in particular see their children fighting you for attention, as I noticed, then that’s one group that would use there devices less.

12 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT RAISED CONSCIOUSNESS OF THE EFFECTS OF TECH ADDICTION

Every generation spends more time on their phone, social media and PC than they think they should. Gen Z, Millennials and Gen X all think you should look at them about 50 times per day across all three combined, while Baby Boomers think you should do so less than 20 times a day.

However, despite the consensus about ideal usage, Gen Z use their devices much more often – about 172 times a day, compared to 113 for millennials and 93 forLength Gen X.of So,abstinence while Gen X and Millennials Usage gap by generations use tech twice as often as they think they should, Gen Z do it 3 times as much! Or, put another way, half of Gen Z use their devices 171.5 Phone (average = 6.8) 39% 27% 35% 100+ times more often than they think they should. 113.4 Tablet / PC (average = 8.0) 26% 29% 44% 93.3 59.3 53.1 50.7 49.5 TVThe (average majority = 11.5) of28% every generation23% has49% 17.9 thought “the amount of time I’m spending Gen Z Millennials Gen X Baby Boomers looking at screens can’t be healthy” (16-22) (23-38) (39-54) (55-73) A day or less A few days A week or more Current use Ideal use

The majority of every generation has thought “the amount of time I’m spending looking at screensFeelings can’t during be healthy”. detox On top of that, more than half of Gen Z and Millennials have thought “How have I Worries about technology over-use wasted so much timeRelaxed on social media today?”, while almost half 41% of Baby Boomers have thought “Why do people expect me to I can’t focus with so many Clear-headed 40% 10% 37% 53% reply all the time?”. And while only a minority of all generations devices to distract me The amount of time I’m spending have thought More“I wish in control someone would just take this phone away36% 10% 41% 50% looking at screens can’t be healthy from me sometimes”,Focused that increases significantly as27% you go down Maybe the world would be a better 28% 30% 42% the generations. place if no-one had a smartphone 25% Like I was missing out How have I wasted so much time 19% 41% 40% on social media today? Bored 23% I wish someone would just take this phone away from me sometimes 24% 40% 36% Physically healthier 21% 13 Why do people expect me to reply 23% 45% 32% Agitated 14% all the time?

Other (please specify) 3% I spend too much time playing games 18% 53% 29%

None of these 2% It was just a passing thought Worried about long-term impact (NET) It’s a little worrying but no big deal ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT

Length of abstinence Usage gap by generations

171.5 Symptoms of tech addition Attitudes to 3rd party data sharing Phone (average = 6.8) 39% 27% 35% It’s tempting to think these are just passing thoughts, but more than three- (total device used) quarters of people who said 113.4each of these things at least thought “it’s a little Anxiety 55% Tablet / PC (average = 8.0) 26% 29% 44% worrying but no big deal”. And more than 93.3half of those people that think Social isolation 55% Depression 50% I assume they already did that, and I’m that amount of screen time is unhealthy, genuinely worry59.3 about the long- People said they believed technology addiction 24% 53.1 50.7 49.5 Insomnia 49% happy for them to do so term effects. Vision problems 48% TV (average = 11.5) 28% 23% 49% 17.9 can contribute to anxiety, social isolation, I don’t think they do that currently, and 26% Mood swings 40% would like them to depression,Inability to prioritise insomnia and vision30% problems. While technology addiction is not a clinical diagnosis, there is a widespread I assume they already did that, and I’m not 28% Gen Z Millennials Gen X Baby Boomers Carpal tunnel syndrome 30% happy for them to do so belief that there are(16-22) potentially (23-38)very serious effects(39-54) to the (55-73)over-use of Back pain 29% A day or less A few days A week or more I don’t think they do that currently, and 7% Dishonesty 24% technology, and these effectsCurrent are growinguse Ideal over use time. Roughly half of them would not like them to Poor nutrition 23% I don’t trust these big tech companies to said they believed technology addiction can contribute to anxiety, social 16% Poor personal hygiene 19% care about what’s healthy for me at all None of these 6%

Feelings during detox Worries about technology over-use Effect of big tech companies taking steps Relaxed 41% Detox-related apps used to solve it by generations I can’t focus with so many Symptoms of tech addition Attitudes to 3rd party data sharing Clear-headed 40% 10% 37% 53% 57% devices to distract me Apps to review your screen time (e.g. I can 49% (total device used) The amount of time I’m spending 35% 17% 47% More in control 36% 10% 41% 50% see I haveAnxiety used Instagram for 90mins) 55% looking at screens can’t be healthy Social isolation 55% 40% 35% 27% 33% 34% Focused Maybe the world would be a better Meditation /Depression mindfulness apps (e.g. headspace) 30% 19% 51% 50% 32% 32% 30% 28% 30% 42% I assume they already did that, and I’m 24% place if no-one had a smartphone 27% Insomnia 49% happy for them21% to do so22% Like I was missing out 25% 21% How have I wasted so much time Vision problems 48% 17% 18% 17% 19% 41% 40% Sleeping aid apps (e.g. sleep cycle) 27% 14% 59% I don’t think they do that currently, and 15% 15% on social media today? 11% 13% 11% 26% 14% Bored 23% Mood swings 40% would like them to 9% 5% I wish someone would just take this AppsInability to limit to prioritise your screen time (e.g. I can only 30% phone away from me sometimes 24% 40% 36% 26% 16% 59% I assume they already did that, and I’m not 28% Physically healthier 21% Carpal tunneluse syndromeInstagram 1hr a day, then it locks) 30% happy for them to do so I would trust I would feel like I would be more I would think I would think It wouldn’t Back pain 29% Why do people expect me to reply 23% 45% 32% them Imore don’t thinkI’m helpingthey do tackle that currently,likely to buy and their they’re a they’re cynically change my Agitated 14% Emotional tracking apps (e.g. my possible self) 22% 14% 64% 7% all the time? Dishonesty 24% the problemwould by not likeproducts them /to future-focused trying to monetise opinion of them Poor nutrition 23% buying products / services company a problem they I spend too much time playing games 18% 53% 29% I don’t trust these big tech companies to Other (please specify) 3% services from helped16% create Poor personal hygiene 19% care aboutcompanies what’s healthythat for me at all None of these 6% take it seriously None of these 2% Every couple of weeks or more Monthly or less Never It was just a passing thought Worried about long-term impact (NET) Gen Z (16-22) Gen X (39-54) It’s a little worrying but no big deal Millennials (23-38) Baby Boomers (55-73) Effect of big tech companies taking steps Detox-related apps used to solve it by generations

57% Apps to review your screen time (e.g. I can 35% 17% 47% 49% see I have used Instagram for 90mins) 14 40% 35% 33% 34% Meditation / mindfulness apps (e.g. headspace) 30% 19% 51% 32% 32% 30% 27% 21% 22% 21% 17% 18% 17% Sleeping aid apps (e.g. sleep cycle) 27% 14% 59% 15% 15% 11% 13% 11% 14% 9% 5% Apps to limit your screen time (e.g. I can only 26% 16% 59% use Instagram 1hr a day, then it locks) I would trust I would feel like I would be more I would think I would think It wouldn’t them more I’m helping tackle likely to buy their they’re a they’re cynically change my Emotional tracking apps (e.g. my possible self) 22% 14% 64% the problem by products / future-focused trying to monetise opinion of them buying products / services company a problem they services from helped create companies that take it seriously Every couple of weeks or more Monthly or less Never Gen Z (16-22) Gen X (39-54) Millennials (23-38) Baby Boomers (55-73) ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT

isolation, depression, insomnia and vision problems. Many described those as being the motivations for the digital detox in the first place, and older generations especially cited growing discussion about this in the news. Women were particularly attuned to the impact of technology addiction on anxiety, which echoes many women’s views about over-use of social media because of FOMO (fear of missing out).

In spite of that, there are lots of reasons people are positive about technology. It helps create global movements (e.g. the plastic straw ban from a video of a turtle), it enables learning like never before and it makes the world more connected.

Sharing information across the globe to create unified movements such as the plastic straw ban from one highly circulated video of a turtle with a straw up its nose. The ability to “ spread knowledge and places for discussion. Technology has sped up the development of our minds and allows us to connect with the world, these are things that people use to dream about and now we have it.

The biggest benefit of the technological revolution would be the ability to connect people from all over the world and allow people to form friendships and relationships that would have otherwise not been possible due to geographical hurdles.

15 Symptoms of tech addition Attitudes to 3rd party data sharing (total device used) Anxiety 55% Social isolation 55% Depression 50% I assume they already did that, and I’m 24% Insomnia 49% happy for them to do so Vision problems 48% I don’t think they do that currently, and 26% ACXIOM Mood swings 40% would like themEXPLORING to THE DIGITAL DETOXING MOVEMENT Inability to prioritise 30% I assume they already did that, and I’m not 28% Carpal tunnel syndrome 30% happy for them to do so Back pain 29% I don’t think they do that currently, and 7% Dishonesty TECH24% COMPANIES would not like them to ROLEPoor nutritionOF 23% I don’t trust these big tech companies to 16% Poor personal hygiene 19% care about what’s healthy for me at all None of these 6%

Even among digitalEffect detoxers,of big tech detox-related companies taking apps aresteps still relatively Detox-related apps used niche. Less than half ofto themsolve have it by evergenerations used mindfulness, sleeping aid, screen time limiting or emotional tracking apps. However, 57% Apps to review your screen time (e.g. I can among those that have used any of them, most people are quite 35% 17% 47% 49% see I have used Instagram for 90mins) frequent users – using40% it every couple of weeks or more often. 35% 33% 34% Meditation / mindfulness apps (e.g. headspace) 30% 19% 51% 32% 32% 30% 27% The only apps that more than half21% have22% used are apps that review your 21% 17% 18% 17% Sleeping aid apps (e.g. sleep cycle) 27% 14% 59% 15% 15% screen time, an indication that users are11% looking13% for companies11% and14% apps to 9% empower them by informing them, rather than putting restrictions5% in place. Apps to limit your screen time (e.g. I can only 26% 16% 59% use Instagram 1hr a day, then it locks) I would trust I would feel like I would be more I would think I would think It wouldn’t Most peoplethem more assumeI’m helping the tackle likes likely of to Facebook,buy their they’re Google, a they’re Apple cynically etc. change share my Emotional tracking apps (e.g. my possible self) 22% 14% 64% the problem by products / future-focused trying to monetise opinion of them information amongstbuying themselvesproducts / services about howcompany often peoplea problem they use each of their services from helped create services, to providecompanies a complete that picture on device and internet usage at an take it seriously Every couple of weeks or more Monthly or less Never individual level. If this was used to help guard against dangerous levels of device usage, almost Genhalf Z would(16-22) be happyGen forX (39-54) them to do so. Millennials (23-38) Baby Boomers (55-73)

Symptoms of tech addition Attitudes to 3rd party data sharing (total device used) Almost everyone thinks that big tech Anxiety 55% Social isolation 55% companies have some responsibility to Depression 50% I assume they already did that, and I’m 24% prevent people from over-using their Insomnia 49% happy for them to do so Vision problems 48% I don’t think they do that currently, and 26% devices / platforms Mood swings 40% would like them to Inability to prioritise 30% I assume they already did that, and I’m not 28% Carpal tunnel syndrome 30% happy for them to do so Back pain 29% I don’t think they do that currently, and 7% Almost everyone thinks that big tech companies have some responsibility Dishonesty 24% would not like them to Poor nutrition 23% I don’t trust these big tech companies to to prevent people from over-using their devices / platforms, and more than 16% Poor personal hygiene 19% care about what’s healthy for me at all one-quarter think they’re the ones who created the issue so should be None of these 6% the ones to solve it. If they did something to solve it almost half of digital detoxers would trust them more, while one-third would feel like they’re helping tackle problems by buying products / services from companies Effect of big tech companies taking steps Detox-related apps used to solve it by generations

57% 16 Apps to review your screen time (e.g. I can 35% 17% 47% 49% see I have used Instagram for 90mins) 40% 35% 33% 34% Meditation / mindfulness apps (e.g. headspace) 30% 19% 51% 32% 32% 30% 27% 21% 22% 21% 17% 18% 17% Sleeping aid apps (e.g. sleep cycle) 27% 14% 59% 15% 15% 11% 13% 11% 14% 9% 5% Apps to limit your screen time (e.g. I can only 26% 16% 59% use Instagram 1hr a day, then it locks) I would trust I would feel like I would be more I would think I would think It wouldn’t them more I’m helping tackle likely to buy their they’re a they’re cynically change my Emotional tracking apps (e.g. my possible self) 22% 14% 64% the problem by products / future-focused trying to monetise opinion of them buying products / services company a problem they services from helped create companies that take it seriously Every couple of weeks or more Monthly or less Never Gen Z (16-22) Gen X (39-54) Millennials (23-38) Baby Boomers (55-73) Symptoms of tech addition Attitudes to 3rd party data sharing (total device used) Anxiety 55% Social isolation 55% Depression 50% I assume they already did that, and I’m 24% Insomnia 49% happy for them to do so Vision problems 48% ACXIOM I don’t think they do that currently,EXPLORING and THE DIGITAL DETOXING26% MOVEMENT Mood swings 40% would like them to Inability to prioritise 30% I assume they already did that, and I’m not 28% Carpal tunnel syndrome 30% happy for them to do so Back pain 29% I don’t think they do that currently, and 7% Dishonesty 24% would not like them to Poor nutrition 23% I don’t trust these big tech companies to 16% Poor personal hygiene 19% care about what’s healthy for me at all None of these 6%

Gen Z and Millennials feel big tech companies taking responsibility for people overusing Effect of big tech companies taking steps Detox-related apps used to solve it by generations devices would help build trust 57% Apps to review your screen time (e.g. I can 35% 17% 47% 49% see I have used Instagram for 90mins) 40% 35% 33% 34% Meditation / mindfulness apps (e.g. headspace) 30% 19% 51% 32% 32% 30% 27% 21% 22% 21% taking it seriously, and one-quarter would be more likely to buy their 17% 18% 17% Sleeping aid apps (e.g. sleep cycle) 27% 14% 59% 15% 15% 11% 13% 11% 14% products / services. Gen Z and Millennials particularly feel that it would 9% 5% build trust.Apps to limit your screen time (e.g. I can only 26% 16% 59% use Instagram 1hr a day, then it locks) I would trust I would feel like I would be more I would think I would think It wouldn’t them more I’m helping tackle likely to buy their they’re a they’re cynically change my What areEmotional they expected tracking apps to (e.g. do? my possible Finance self) research,22% 14% publish64% health the problem by products / future-focused trying to monetise opinion of them buying products / services company a problem they warnings within their platforms, provide training to those most at risk, services from helped create companies that set user restrictions, create trends like FreeFriday, pay for advertisements take it seriously about the risks. Every couple of weeks or more Monthly or less Never Gen Z (16-22) Gen X (39-54) Millennials (23-38) Baby Boomers (55-73) Finance research into the issue of addiction to digital services. Publish the outcome and incorporate evidence-based strategies into their service provision. Include evidence-based Attitudes to 3rd party data sharing “ health warnings on their platforms. (total device use) I assume they already did that, and 24% Restrict access, set timers up on the page, reminders of how I’m happy for them to do so many minutes you have been using your phone so people I don’t think they do that currently, 26% can try and cut down. Publicly support or launch text free and would like them to Tuesday, or FreeFriday...something that is trendy and easy to I assume they already did that, and 28% participate in. I’m not happy for them to do so

I don’t think they do that currently, 7% and would not like them to

I don’t trust these big tech companies to 16% care about what’s healthy for me at all

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Automatic screen time settings (non-optional), monitoring of products and devices - whether they are to be used by children on a frequent basis, relevant training and notices for families and “ young adults (those most likely to be addicted/compelled to use social media and devices in a non-healthy way).

I think they should show more ads to do with mental health and the effect on people using social media all the time and the reality of it. Not market social media as much.

The opportunity is there for future-focused tech companies to cater to a growing need in the population, to build brand loyalty and bring their users on the journey with them, not just to build better products but to build a healthier world. That goes beyond brand loyalty to build trust, the fuel that connects societies and powers economies. In the same way that sustainable and ethical consumerism has become the fastest growing segment in almost every CPG market, there are early signs that the tech industry will see its own version of the conscious consumer sign in and potentially go viral.

18 ACXIOM EXPLORING THE DIGITAL DETOXING MOVEMENT HOW ACXIOM CAN HELP

Acxiom solutions can help you better connect with the technology consumer by helping your organisation:

Improve customer experience Deliver personalised, Model and reach ideal Recognise customers across across all touchpoints relevant experiences to your audiences digital and offline channels customers across all channels

Delivering a five-stage strategic Providing a scalable customer Analytics services that combine Onboarding offline customer and roadmap via our capability data environment that integrates third-party data, multiple audience prospect data for people-based readiness assessment to show your omnichannel data sources lists, and your customer data targeting and measurement how data can be applied to in a privacy-compliant manner to identify predictor variables of across digital touchpoints. improve customer experience. to provide a complete view of response and develop automated your customer. digital look-alike models.

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ABOUT ACXIOM

Acxiom enables people-based marketing everywhere through a simple, open approach to connecting systems and data to drive better customer experiences for people and greater ROI for business. A leader in identity, customer data management and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day.

For more information Visit: www.acxiom.co.uk/technology Email: [email protected]

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