New Data: Excessive Screen Time Sparks a Digital Detox Movement. How Brands and Advertisers Can Seize the Moment

With screen time dominating daily life across all generations, a new behavioral shift is emerging—the digital detox movement. As consumers become more aware of screen fatigue, social disconnection, and mental health impacts, many are actively taking steps to reduce their screen exposure. But does it actually improve their well-being?

NuVoodoo’s Consumer Digital Media Study (January 2025) is our large-scale research initiative that examines the evolving relationship between media consumption and technology habits. This study, conducted among 2,900+ U.S. consumers aged 13 and older, was designed to capture insights across all living generations, from Gen Z to Boomers (and older), ensuring a representative view of modern digital behaviors.

For this portion of the study, we sought to explore the complex relationship between screen time, emotional well-being, and behavioral shifts—uncovering both the downsides of excessive digital engagement and the emerging trend of digital detoxing.

Key Findings

The pervasive nature of screens in modern life is leading to a sense of digital overload, particularly among younger generations.

This feeling is most acutely felt by Millennials and Gen Z, with a striking half (50%) of Millennials and nearly as many (48%) of Gen Z respondents agreeing that they often feel overwhelmed by the sheer amount of time they spend engaging with screens. 

While this sentiment is shared across age groups, it’s less prevalent among older demographics. Only one-third (33%) of Boomers+ and 40% of Gen X express feeling similarly overwhelmed. 

Millennials, in particular, seem most affected by excessive screen time–more than any other generation. This makes sense, as Millennials currently make up the majority of the full-time workforce, where screens dominate both work and personal life. 

Additionally, 57% of Millennials say taking a break from technology makes them feel less anxious or stressed, reinforcing the idea that constant connectivity contributes to their digital fatigue. Millennials are deep in the full-time workforce, balancing career demands, digital overload, and social pressures, making them the most affected by screen fatigue. 

Meanwhile, Gen Z, having grown up with lockdowns, remote learning, and social isolation, experiences screen-related anxiety differently—their angst stems as much from digital isolation as it does from burnout.

Conversely, 42% of Gen Z agree that they feel disconnected from friends and family when they spend LESS time on social media, a sentiment that outpaces all other generations.

This reflects a key paradox: while reducing screen time is beneficial for their mental health, many Gen Z’s see doing so as a barrier to maintaining relationships.

Digital Detox: A Growing Trend in the Screen-Saturated World

The NuVoodoo study reveals that a significant portion of the population is consciously cutting back on screen time.

• 43% of total respondents say they have intentionally reduced screen time in the past six months.
• Millennials (49%) and Gen Z (44%) are the most likely to make this effort, showing that younger consumers are recognizing screen burnout and trying to regain balance. Half or more in these younger generations have incorporated being tech-free in their daily routine
• Boomers+ are the least likely (31%) to actively reduce screen time or mandate technology free zones (35%), likely because their screen habits are already more passive (e.g., TV viewing) compared to digital-first generations.

For those taking action, the benefits of unplugging are widely recognized:

Perceived Benefits of Reducing Screen Time

• A significant majority in every generation reports the positive benefits of periodic tech breaks.
• More than half of total respondents say that taking a break from technology makes them feel less anxious or stressed.
  • Millennials (57%) and Gen Z (55%) report the highest relief from digital disconnection, reinforcing that tech overload is a mental burden for these groups.
  • Boomers+ (45%) report the least stress relief, suggesting that they may not perceive their screen use as intrusive to their daily lives.
• 69% of respondents believe that spending less time on screens allows them to engage in more meaningful activities.
  • Boomers+ (75%) are most likely to agree, indicating that when they do unplug, they rediscover the value of in-person interactions and offline hobbies.
  • While still a significant majority of Zoomers are in agreement, overall Gen Z (62%) is somewhat less convinced compared to older generations, likely because their social world is so intertwined with digital platforms.

The Digital Detox Paradox

67% of Millennials and 66% of Gen X believe taking tech breaks improves well-being, yet 56% of Millennials and 51% of Gen X also say technology is essential, making screen limits unnecessary. Gen Z is equally conflicted—while 59% say tech breaks are beneficial, 48% also push back against the idea of limiting screen time.

This paradox underscores why digital detoxing remains aspirational for many—while people recognize the mental and emotional benefits of disconnecting, the role of technology in daily life is too ingrained to abandon entirely.

Implications of the Digital Detox Movement for Brands & Advertisers – 

For brands and advertisers digital detox trend presents both challenges and opportunities Leaning into digital detox will strike a chord, but marketing messages would do well to avoid striking an overly strident anti-tech chord.

✅ Wellness & Mental Health Messaging: Brands targeting Millennials and Gen Z can acknowledge screen burnout and mental fatigue as a “thing”, positioning their products/services as tools to help manage digital overload.

✅ Offline & Experiential Engagement: With consumers actively seeking meaningful screen time sabbaticals, brands should explore offline experiences, community-driven events that allow participants to enjoy some digital device downtime, and real-world social interactions to create deeper engagement around digital breaks and vacations.

✅ Balanced Digital Strategies: While many want to cut back on screens, they don’t want to disconnect entirely—it’s advocating tech recess, not outright abandonment that drives the sentiment in our data.

Digital detoxing is real, but it’s complicated. While many recognize the benefits of reducing screen time, younger generations also fear missing out on digital socialization. Smart brands will balance digital presence with offline engagement, ensuring they connect with consumers without overwhelming them. 🚀

NuVoodoo conducts research and manages marketing campaigns for clients across a wide variety of industries.  It’s easy to get in touch.  Email tellmemore@nuvoodoo.com to learn how we can be a valuable partner.