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Screen Fatigue Is Real!

EMBRACING AUDIO INNOVATION FOR 2025

Screen Fatigue Is Real!


With people spending on average 42% of their waking hours on screens - nearly 7 hours a day - issues like eye and neck strain, poor sleep, and overstimulation are becoming pervasive.

The pandemic accelerated our reliance on screens, but as we move forward, the question arises: Are we on the brink of a shift toward less visual - yet more immersive - ways to engage? 📈

While screen time is rising, people are questioning how much is too much. Could this shift signal a growing market for alternatives to visual marketing and communication?

Consumers - especially younger generations - are becoming increasingly aware of the impact their device usage has on their well-being. 

According to Deloitte’s 2023 Connected Consumer Survey of users in America:

  • 53% of respondents aged 18-40 struggle to limit screen time.

  • 51% worry about the physical toll of device usage, while 47% fear the emotional impact.

  • In response, 8 in 10 smartphone users are setting boundaries, like taking breaks or putting devices away during family activities.

Audio comms = spark their imagination
At The Big Light, we believe audio is the answer. It offers businesses a way to connect beyond the visual clutter of endless scrolling and competition for fleeting attention. With audio, businesses can communicate a message in their own voice, creating deeper emotional connections with their audience.

As Miles Davis said: “it’s not the notes you play, it’s the notes you don’t play”

Audio can utilise the most powerful tool currently stymied by algorithmic visual bombardment - imagination. Creative use of audio can allow users to look away from their screens and visit somewhere else in their minds. 

Harnessing the power of imagination has always helped businesses stand out from the pack. This is especially valuable in an age of information overload - when the space between words can have just as much resonance as the words themselves.

Activate Audio

Activate Audio is an affordable solution enabling any business, regardless of size or budget, to step into the world of audio storytelling and/or ensure compliance to accessibility guidelines. 

Our mission? To solidify The Big Light as a leader in Scotland’s audio sector while driving new opportunities through collaboration and innovation.

The Opportunity for Businesses
Consumers are beginning to set boundaries and seek balance. 46% of Gen Z are taking steps to limit screen time. This shift presents a unique opportunity for businesses:

  • How can your brand stand out in an oversaturated visual internet?

  • Are you leveraging audio to build emotional connections and reach audiences in a meaningful way?

  • Is your communication strategy inclusive, accessible and forward-thinking?

Join the Audio Revolution

The Big Light is here to help businesses adapt to changing consumer behaviours and embrace the rising demand for audio. From branded podcasts to accessible storytelling solutions, we’re empowering businesses in Scotland and beyond to connect with their audiences in fresh and impactful ways.

About the author

The Big Light Team