A global survey of 17,000 adults conducted by research firm OnePoll for Heineken has revealed that the average person now spends approximately 5 hours and 48 minutes a day looking at their smartphone. When totaled across the calendar year, this equates to 127,020 minutes—or roughly 88 full days—devoted solely to screen time
Beyond the headline figure, the research highlights significant shifts in social habits. Nearly six in ten respondents (59%) reported an increase in daily phone use over the past year, while analysis by Statista shows face-to-face socializing has declined by 35% over the last 24 years. Despite constant connectivity, 51% of those surveyed admitted they feel socially drained by extended online interactions, a sentiment that rises to 62% among Gen Z
In response to these findings, Heineken has launched its global “Social Off Socials” campaign, enlisting high-profile influencers to promote real-world connection over digital overload. The brewer’s initiative encourages consumers to reclaim their time, emphasizing that meaningful in-person engagement can flourish when screens are set aside.
