Conducted in partnership with YouGov, Twilio surveyed more than 1,200 UK-based workers over the age of 18. The research uncovered a powerful workplace shift: nearly half (47%) now prioritise protected time to work distraction-free.
“Technology has transformed the way we work, connect, and collaborate with each other - largely for the better. But as digital tools become increasingly embedded in our everyday routines, digital downtime may be the answer to combatting the “always-on” environment that’s impeding productivity, creating pressure, and damaging workplace culture” said Sam Richardson, Director of Executive Engagement, EMEA & APJ at Twilio.
The ‘Ping Problem’ Wearing Workers Down
Twilio’s research shows that while digital messaging apps and video conference platforms have enhanced collaboration, this “always-on” culture has changed how people work and communicate.
- 38% of workers feel pressured to be constantly online - such as being immediately responsive to messages and emails - during work hours. This figure is at its highest (47%) among those typically earlier in their careers (26-30 year olds), and those who are generally mid-way through their careers (41-45 year olds), at 46%.
- 40% report that email and chat notifications actively disrupt their ability to get work done, with this figure highest among those workers aged 51-55 years old (50%).
These findings point to a need for balance – where digital tools enhance productivity - rather than distract from it. “The goal of technology should unlock productivity, not create distractions. If businesses want to attract and retain the best talent to build for the future, they need to take heed of what workers are telling them. That means designing digital experiences that support people, helping them stay focused, feel empowered, and thrive, both at work and beyond,” Richardson said.
Switched On, Burned Out: Workers Crave Focus Time
Twilio’s research also illustrates that today’s employee has a desire for mandatory digital downtime as nearly half (44%) of workers would be more likely to work for a company that regularly offers digital downtime. This figure is at its highest among those aged 36-40, where it rises to over half (52%), suggesting that digital boundaries are becoming a core workplace benefit, not just a perk.
Twilio’s research also uncovered that the preferred days for scheduled digital silence were:
- Friday (44%), with workers hoping to tick off tasks by the end of the week.
- Saturday (38%) and Sunday (42%), indicating that work notifications can overflow into ‘protected’ weekend time.
- Monday (29%) as workers seek focused starts to the workweek.
Interestingly, 18-25 year olds display the lowest level of need for this "digital silence", at just 21%. However, there’s a greater appetite among the 46-50 year olds, with demand peaking at 44%, indicating potentially differing levels of family, job, and other time commitments which makes seeking “digital silence” more appealing.
The research presents interesting opportunities and challenges for brands in equal measure. To build connection and trust with consumers, brands need to make communications outside work more personalised and relevant to avoid adding to the stress of “always on” culture.
About Twilio
Today's leading companies trust Twilio's Customer Engagement Platform (CEP) to build direct, personalised relationships with their customers everywhere in the world. Twilio enables companies to use communications and data to add intelligence and security to every step of the customer journey, from sales to marketing to growth, customer service and many more engagement use cases in a flexible, programmatic way. Across 180 countries, millions of developers and hundreds of thousands of businesses use Twilio to create magical experiences for their customers. For more information about Twilio (NYSE: TWLO), visit: www.twilio.com.
