A decade of digital dependency

The average person in the UK spends more than a day a week online, according to “A decade of digital dependency”,
a new report released by Ofcom, the communications regulator in the UK.

According to the report, people in the UK spend on average online  24 hours a week, twice as long as 10 years ago, with one in five of all adults spending as much as 40 hours a week.

This is the result of the rise in use by those aged 16 to 24, who average 34.3 hours a week on the internet. For the first time, women are spending more time online than men. They spend half an hour a week longer online than men of the same age.

Ofcom associates the surge in time online to the rise of smartphones, now used by 78 percent of the population compared with just 17 percent in 2008, when the first iPhone was launched.

Fifteen percent said smartphones made them feel they were always at work, 54 percent admitted they interrupted face-to-face conversations with friends and family and 43 percent admitted spending too much time online.

More than a third felt stressed and “cut off” without their phone and 29 percent “lost without it”  and one in 10 said taking a break from their phone was “liberating” or made them more productive.


Reactions to be unable to connect to the Internet

(graphics: ofcom.org.uk)

Almost half of adults said they would miss it more than TV (28 percent) and a desktop or laptop computer (10 percent), the opposite of ten years ago, when 52 percent said the TV was more important than the mobile phone (13 percent). Among 16 to 24-year-olds, 72 percent now say the smartphone is the device they would miss most.

'150 friends rule' could help you beat your smartphone addiction


Entrepreneur Tanya Goodin, author of OFF.
Your Digital Detox for a Better Life
, and founder of Time to Log Off, shares her digital wellness rules, starting from keeping  social media contacts to a maximum total of 150 rather having a network of hundreds or even thousands.

1. THE 150 RULE

Psychologists believe we can only comfortably maintain a network of about 150 stable relationships. Prune your connections on social media and delete anyone who isn’t adding any value to your life, or those whose feeds just make you feel a bit rubbish. Identify your personal 150-person team and use social media to enhance those real-world relationships, not substitute for them.

Studies show that those that passively scroll on social networks, never posting or commenting themselves, are actually less happy than those who actively engage in online communities. If you’ve got a social media account just to watch what everyone else is doing, delete it now.


Leaving a friends or family WhatsApp group can be a political minefield, but being in multiple message groups can eat up hours of your day – especially if other members of the group use them for stream of consciousness chatting all day long.

If you regularly come back to your phone to hundreds of unread group messages either set some firm ground rules for all the groups you’re in, or leave them.


Using the Marie Kondo Method  and regularly tidying up your smartphone is an essential step to using it more efficiently. Looking at a crowded  phone screen is like looking at a cluttered desk ; it drains your energy and lowers your motivation. Once a month go through your phone and delete any unused apps. Then set-up named folders to organize everything on your screen clearly. For example you can keep travel apps  separate from social media apps reducing the temptation to skip from one to another


Keeping your smartphone on you, while trying to exercise self-control to stop checking it, is a recipe for disaster. Designate a place at home and one at work to put it  away when you need to focus. One study has shown that even if face down and switched off the mere sight of our smartphones can seriously distract us and reduce our available IQ by 10 points. Just put it away.


Make it a rule that once you’ve exchanged a maximum of four messages without resolving something you terminate the text and talk face to face – or pick up the phone. Keep text for information, flirting and words of love, not haranguing and hectoring.


Humans respond really well to strong visual cues; that’s why software companies use banners, ticks and badges on apps. Make this work for you by setting a strong visual reminder on your home screen to put your phone down and go and do something else. If every time you pick it up you see a picture telling you that you really should be doing something else, eventually it will sink it.

Free to play, Pay to win

Free to play pay to win

We are going to focus on easy to play games on smartphones. It has to be easy to learn, all the different sections are short and each task can be completed in few bus stops.
The target of these games is everyone, the successful players are hooked like the Game Boy players . The more you play the more we are ready to buy , watch advertisements or give our personal data to advance faster in the game.

The Business Model

The “free to play, pay to win” model allows you to play for free but if you want to advance quicker you can buy bonuses. Personal data is used to to make the game more engaging by comparing your results with the one of your friends on social media.

Description of the addictive model

  • The game is very simple, funny and the rules evolve progressively in the game.
  • You can choose the  level of the game
  • You can change the game mode to diversify the gaming experience and this will allow you to never stop playing because you cannot advance in the game.
  • you have many  lives at first and then a new life after a while.
  • The game has a hypnotic melody.

The bonuses

Bonuses are tools to play more easily or longer. The basic bonus is the purchase of extra live to continue playing without waiting for the “free” life. The bonuses are the main source of revenue for the game’s creator. They are cheap and highly appreciated by players who use them to never stop playing. In general the game offers a daily bonus, which encourages you to use the game every day. They are also offered randomly or at the end of some game section or you can end up buying a bonus to have a free extra bonus. Frustration pushes you  to buy a bonus. Once you play a lot the difficulty increases and it is increasingly difficult or impossible to win without buying a bonus. Just after a defeat we offer a bonus to “catch up”. Some games offer  bonuses, inviting friends to play the game or asking you to comment on the game’s platform.
In the free to play model, pay to win the game must be very captivating and you are pushed to buy a bonus when the frustration goes up and you want to win the table on which you are blocked. It is practically the use of the crisis of lack, no longer able to consume grows to buy bonuses.