What does Spice Girl Mel B really, really want? The nation to hang up on doomscrolling

Following a landmark year-long study engaging 6,000 UK adults at its peak, O2 has revealed that the average Brit is set to lose a staggering 4.7 years of their waking life to unintentional phone use*.

It comes as the operator launches a new Digital Wellbeing strategy – to help Brits to balance their time online and build healthier tech habits.

As part of this, Scary Spice herself, Mel B, has partnered with O2 to launch the ‘O2 scroll stopper’ – a bold, straight-talking WhatsApp callback service designed to help the nation take a breather from their phones.

To help the 44% of Brits who want to better manage their screen time – and the 37% who feel addicted to their devices – users can now schedule a call featuring a pre-recorded message from Mel B.

The service provides a clear, much-needed prompt to put the phone down and have screen-free time. Users can expect a variety of messages delivered in Mel’s signature style, featuring playful reminders to take a breather from their phones.

O2’s research shows that 36% of our daily phone use is now completely mindless.

That breaks down to 1 hour and 26 minutes every single day.

This unintentional use – whether doomscrolling or flicking between apps is taking a massive toll – with 74% of the UK experiencing negative side effects. For the 14 million Brits who spend over half their phone time without a clear purpose, the consequences are even higher:

• Missing out on real life: 61% admit to not being fully present during moments with loved ones or at live events.
• Disrupted sleep: 41% suffer from poor sleep linked directly to their internet use.
• Shrinking attention spans: 23% struggle with reduced focus and concentration.
• Reduced social connection: 23% report a noticeable drop in meaningful, in-person interactions.

Crucially, the findings highlight that this isn’t simply a lack of willpower. Nearly seven in ten (69%) Brits believe platforms are deliberately built to keep us hooked. Over half (51%) blame push notifications for constant checking, while 40% say features like infinite scroll trap them online longer than intended.

Mel B said: “We’ve all fallen into the trap of repeatedly checking our phones and staying on them without even thinking about what we are doing, but I’m helping the nation to put a big stop to that!

“I’m a massive advocate for taking a break from my phone and that’s why I’ve partnered with O2 to give you that much-needed nudge to get away from a screen, to look up and get back to the good stuff happening right in front of you. And if I have to give you a bit of a telling-off to do it, well, that’s why they call me Scary - but you know it’s because I care.”

Nicola Green from O2, said: “Digital technology is central to our lives, with many positive impacts, but this landmark study shows that people don’t always feel in control of how they use it. With a significant proportion of time online now unintentional, it points to a shift in how digital habits are forming and the impact that is having on people’s day-to-day wellbeing.

“That is exactly why we’ve partnered with Mel B to launch the ‘O2 scroll stopper’ – to give the nation the ultimate, straight-talking wake-up call to break the doomscrolling cycle so they can get more control over the time they spend online.”

People can try the O2 scroll stopper by sending a WhatsApp message to 078682 89802 or clicking here to request a callback from Mel B.

Credits

Brand: Virgin Media O2
Creative & Consumer PR Lead: Hope&Glory PR
Report, Quiz & Corporate PR Lead: Missive
Broadcast PR Lead: Broadcast Revolution
Research Lead: Strand Partners