As the calendar turns and New Year’s resolutions come back into focus, a new trend is emerging that could rival the long-standing popularity of Dry January. According to Deloitte, 2025 may see UK consumers embracing an “analogue January”, also dubbed “Janalogue”, as a conscious effort to disconnect from digital devices and applications. Rather than abstaining from alcohol, many Britons appear increasingly motivated to reduce screen time, silence notifications and rethink their relationship with technology.
The prediction reflects growing fatigue with always-on digital lifestyles and is supported by findings from the Deloitte Consumer Trends Survey 2025. The data suggests that, for a significant portion of the population, managing digital consumption is no longer an abstract goal but an active, ongoing process.
Why Analogue January Is Gaining Momentum
Deloitte’s research highlights how widespread digital self-regulation has already become. Half of UK adults say they turned off app notifications in the past year, a clear sign that people are trying to reduce constant interruptions. Nearly one in five have gone further by setting screen time limits on their devices, while one in ten report having stopped using at least one digital device altogether.
These behaviours suggest that Analogue January is not a sudden reaction but the culmination of years of growing awareness around digital overload. Smartphones, tablets and laptops are now woven into almost every aspect of daily life, from work and education to entertainment and social interaction. While these tools offer convenience and connection, they also blur boundaries, making it difficult to switch off mentally.
Paul Lee, partner and head of research for technology, media and telecommunications at Deloitte, believes January provides a natural moment for reflection. He notes that many consumers feel over-indulged after the festive period, not only by food and drink but by increased screen time spent scrolling, gaming and streaming. For some, a digital detox feels like a logical reset.
Pandemic Habits and Post-Lockdown Fatigue
The roots of this trend stretch back to the COVID-19 lockdowns, when digital immersion was both necessary and socially acceptable. Video calls replaced face-to-face meetings, social media substituted in-person interaction, and streaming services filled long hours at home. During that period, technology offered connection, productivity and escapism, often without guilt.
In the years since, however, attitudes have shifted. Many consumers now report feeling fatigued by constant connectivity and the pressure to be responsive at all times. Lee observes that people are increasingly seeking to regain control over how much digital technology features in their lives. As work patterns normalise and social opportunities return offline, the appeal of stepping back from screens has grown.
This change in mindset is reflected in long-term data. Deloitte research from 2017 found that nearly a third of UK adults admitted to waking during the night purely to check their phones. By 2022, more than half of people reached for their phones immediately upon waking. Fast forward to 2025, and 42 per cent of respondents now say they wish they spent less time on their devices. The desire for change is clear.
What a Digital Detox Looks Like in Practice
Unlike more rigid resolutions, Analogue January is flexible. For some, it may mean turning off non-essential notifications or limiting social media use to certain times of day. Others may choose to delete specific apps, pause digital habits such as streaks, or avoid screens during meals and before bedtime. A smaller but notable group are taking more decisive steps by abandoning particular devices altogether.
Lee suggests that while not all resolutions will endure beyond January, even short-term changes can have lasting effects. Reducing notifications or setting screen time limits can help people become more conscious of their habits, making it easier to maintain healthier boundaries in the long term. Importantly, the goal is not to reject technology outright, but to use it more intentionally.
Analogue January also reflects a broader cultural shift towards wellbeing and balance. Just as Dry January encourages people to reassess their relationship with alcohol, Janalogue prompts reflection on digital consumption. Both trends appeal to a desire for control, clarity and a sense of reset at the start of the year.
A Resolution for the Always-On Generation
The rise of Analogue January underscores how deeply digital technology now shapes modern life. With device usage extending into every hour of the day, many people are questioning whether constant connectivity truly serves their wellbeing. Deloitte’s findings suggest that this questioning is translating into action, with consumers experimenting with ways to reduce digital dependence.
Whether Analogue January becomes a lasting annual tradition remains to be seen. However, the underlying drivers are unlikely to disappear. As apps become more engaging, work more distributed and screens more pervasive, the need to set personal boundaries will only grow.
For now, Janalogue offers an accessible alternative to traditional New Year’s resolutions. It does not demand complete abstinence, but encourages awareness and moderation. In doing so, it reflects a maturing relationship with technology, one where convenience and connectivity are balanced against mental space and time offline. If Dry January was about resetting the body, Analogue January may prove just as valuable for resetting the mind.
This post was written by Rob Gordon, an IT geek, gadget lover and blogger. Rob has been using the internets since 1994 when the only streaming video was that coffee pot in Cambridge (rip)….
Follow Rob on X – @robgordon – about.me/robgordonuk
