Growing signs of digital fatigue emerge from Digital Consumer Trends survey
Smartphone use remains deeply embedded in everyday life in Ireland, but growing signs of digital fatigue are emerging, according to the latest Digital Consumer Trends survey from Deloitte Ireland.
The research shows that almost one in four people (24%) set screen time limits on their phones in the past year, reflecting a shift in how consumers are managing their digital habits.
Seventy per cent of respondents said they tend to spend too much time on their smartphones.
That rises to 77% of Gen Z, 78% of Millennials and 73% of Gen X, compared with 48% of Boomers.
Checking behaviour remains high.
More than eight in 10 (82%) look at their phone at least 10 times a day, while 59% check it at least 25 times daily.
Over a third (34%) check their device 50 times a day or more, and 15% said they do so at least 100 times daily.
Although 60% of phone owners look at their device within 15 minutes of waking — down slightly from 65% in 2024 — more than half (54%) admitted staying awake later than planned because of phone use.
Social media habits also appear to be in flux.
Needing a break was the most common reason for deleting a social media app (27%), followed by no longer using the app (25%).
Almost a quarter (23%) said the app consumed too much time, while the same proportion cited excessive ads or sponsored posts.
Concerns about misinformation (22%), negative impacts on mental health (18%) and boring content (16%) were also key factors.
Nearly two-thirds (65%) switched off notifications from one or more apps in the past year.
Meanwhile, 21% stopped using a digital wearable, 19% abandoned a digital device and 17% stopped reading e-books on digital devices.
Gen Z remains the most active cohort in social media churn.
Almost half (46%) joined a new social media app in the past year, while 32% deleted one.
Among Millennials, 27% joined and 29% deleted an app. The figures were lower among Gen X (16% joined, 26% deleted) and Boomers (12% joined, 18% deleted).
Public attitudes towards children’s smartphone and social media use are nuanced.
While 58% of adults believe the appropriate age for a first smartphone is between 12 and 15, 82% would support social media platforms introducing usage limits for under-18s.
More than half strongly favour mandatory age verification and usage restrictions for minors.
The survey also highlights generational divides in news consumption.
Nearly half of Gen Z (47%) prefer to get their news from social media, compared with 34% who favour TV. By contrast, 65% of Gen X and 75% of Boomers prefer TV news, while radio remains popular among older cohorts.
At the same time, 59% of respondents said they are seeing more fake information online, up from 53% in 2024 and 46% in 2023.
John Kehoe, a partner at Deloitte Ireland, said the findings point to a changing relationship with technology.
60% of phone owners look at their device within 15 minutes of waking
“With 60% of us looking at our phones within minutes of waking up, it’s clear that smartphones continue to play a crucial role in our modern-day lives,” he said.
“But the number of respondents who say they need a break from social media, are turning off notifications, or setting screen time limits shows that how we engage with our devices is changing.
“The question is whether we are entering the age of the digital detox.”
