One in Ten Brits Dump Partner Due to ‘Phubbing’
Smartphones’ damaging effect on relationships is laid bare in research today, with a shocking one in ten Brits admitting they’ve ended a relationship due to a partner’s ‘phubbing’ (i.e., a combination of ‘phone’ and ‘snubbing’ referring to being ignored by someone who is more focused on their phone than your conversation)*. This almost doubles for those aged 16-24 (Gen Zs), with 19% of people in this age group breaking up with a significant other due to their obsession with their phone.
The study by KitKat marks the opening of the new KitKat x Blockbuster Pop-Up in London’s Soho, for a limited time only**. From 9th to 12th April 2025, visitors can step inside the pop-up, browse the nostalgic Blockbuster shelves and claim a free movie streaming code and KitKat sharing bar to enjoy a proper ‘break’ at home. The legendary crispy wafer that’s fuelled break times for generations is encouraging everyone to stop overstretching and start taking quality breaks instead.
The research found that nearly three-quarters of Brits (73%) are annoyed by friends and family distracted by phones during shared time, with TV watching, quality time as a couple or family, and mealtimes being the most common occasions for phubbing. This is despite a third of respondents admitting they spend too much time on their phone when with loved ones, suggesting many recognise their own overuse. Whilst over a third experience ‘uneasy and anxious’ feelings when their phone is out of reach, highlighting a growing dependency.
The lure of the small screen is also impacting Brits’ enjoyment of the big screen, with almost half (45%) confessing to using the TV as background noise while scrolling. Of those who do use their TV for conventional viewing, almost a quarter (24%) admit they’ve missed the end of a show or film because they were distracted by their phone. A further 36% can’t even remember the last time they sat through a movie at home without going on their phone.
Overall, the study highlighted that a significant portion of the UK population is struggling to switch off, with research showing that one in five Brits find it ‘difficult’ to unwind, primarily due to mindless scrolling on social media. This inability to relax is felt by more than a third (34%) of smartphone users who feel their device frequently prevents them from fully unwinding.
Emma Kenny, Behavioural Psychologist, said: “In our hyper-connected world, it’s easy to forget the importance of being present. The research highlights a worrying trend that technology is not only distracting us, but it’s also impacting our relationships. Prioritising moments of genuine connection, like choosing a film together and enjoying it without distraction, is crucial for nurturing our relationships and promoting wellbeing. Activities like this provide an opportunity to put our phones down, engage with each other and create shared positive memories.”
Stephanie Scales, Marketing Manager for KitKat at Nestlé UK & Ireland, said: “From a third of us admitting we’re on our phones too much when with loved ones to nearly three-quarters being annoyed by others’ phone use, it’s clear we are becoming increasingly distracted by technology. We want to help people be more present and make the most of their downtime, which is why we’ve teamed up with Blockbuster to help the nation ‘Break Better’. It’s not just about taking a break; it’s about making that break count by focusing on what truly matters – whether that’s enjoying a film and sharing a KitKat sharing bar together or simply connecting with the people around you.”
KitKat’s sharing bars combine the iconic crispy wafer with irresistible, creamy fillings to truly help the nation unwind and savour moments of togetherness. As the perfect movie night partner to enjoy whilst kicking back and relaxing together, these all-new sharing bars come in three flavours:
KitKat Double Chocolate: Featuring a cocoa-flavoured filling, covered with thick, milk & dark chocolate marbled swirls.
KitKat Salted Caramel: A salted caramel-flavoured filling, covered with thick caramel flavour milk chocolate and marbled swirls.
KitKat Hazelnut: A hazelnut-flavoured filling, covered with thick, milk & dark chocolate marbled swirls.
