**UK Households Surpass Five Hours Daily Online as New Research Sheds Light on Digital Habits**
A comprehensive study marking a quarter-century since the introduction of home broadband in the UK has revealed a significant rise in the nation’s digital engagement, with many people now spending over five hours a day online. The research, led by telecommunications giant Openreach and supported by insights from consumer surveys, provides a detailed snapshot of how and when Britons connect to the internet—and what they are doing once they log on.
The analysis, combining Openreach’s own network data with consumer behaviour studies, maps out online patterns across the country’s cities. Sheffield stands out as the UK’s most digitally active city, where one in three families report clocking up more than five hours online each day. In contrast, Brighton recorded the lowest overall time online, with only 11% of respondents exceeding the five-hour mark. This variance across regions underscores the differing digital lifestyles found within the UK.
Peak online activity across the nation has predictable timing, but notable intensity. The hour between 8pm and 9pm emerges as the busiest period for internet traffic, immediately followed by the subsequent hour and the early evening slot from 7pm to 8pm. The single highest peak so far in 2025 occurred at 9pm on 14 January, coinciding with a substantial Fortnite video game update and a host of Premier League football matches available via streaming services—a clear indicator of how entertainment releases drive traffic surges.
Late-night browsing is more common than perhaps expected, with over 60% of survey respondents admitting to online activity between 11pm and 6am. YouTube dominates these late hours as the top go-to for online content, followed closely by internet shopping—suggesting the country’s night owls are as likely to be entertained as they are to be ticking off their shopping lists. Interestingly, while a third of adults abstain from late-night online activities, a solid two-thirds maintain some form of digital connection during these off-peak times.
Delving into the types of activities occupying Britons’ digital attention, checking emails tops the list, cited by 66% of those surveyed as one of their top five most frequent online habits outside of work. General browsing follows at 59%, while messaging apps such as WhatsApp claim 55%, and almost half of participants (49%) say online shopping is regular fare. These figures suggest a diverse blend of productivity, social interaction, and retail therapy drives much of the country’s internet use.
Yet, the openness to online life is balanced by reservations. Nearly half of respondents (43%) believe they waste too much time online, and 37% express concern about excessive “doom-scrolling”—the habit of endlessly consuming negative news or social media updates. These feelings echo broader societal conversations about digital wellbeing and the impact of constant connectivity.
The study also points to a technological paradox: 26% of people say that having faster internet helps them reduce time spent online, as it enables them to complete tasks more swiftly. Furthermore, about a third of respondents believe that cutting back on device use would improve family communications (34%) and leave them feeling more relaxed (33%).
Katie Milligan, Deputy CEO of Openreach, reflected on the study’s findings, noting, “It’s fascinating to see how different parts of the UK are embracing the online world and adapting to it in unique ways. At the same time, it’s encouraging that many recognise the importance of taking time away from devices and digital connectivity.” Her comments highlight a nuanced perspective—Britons are not only adapting to digital lifestyles, but also mindful of the value of unplugging.
As the UK marks 25 years of home broadband, this investigation paints a vivid picture of modern life shaped by the internet—balancing connection, convenience, and the growing imperative for healthy digital boundaries. Whether navigating emails, streaming entertainment, reaching out to loved ones, or shopping digitally, the nation’s relationship with the online world continues to evolve, shaping how families interact and how individuals spend their free time.