- Mobile phones have become the new “digital doula”, with 42% using the nighttime hours to check parenting group chats[1] and 47% turning to AI tools for instant advice[2]
- Influencer and new mum Josie Laxton shares her experience of joining “the 1:37 AM club” and the importance of online communities during early parenthood
- Uswitch mobiles expert, Jez Samuel, offers advice on how parents can manage growing data needs and find the right mobile plan for family life
New parents are using their phones as lifelines during sleepless nights. New research by comparison and switching service Uswitch shows that a third (33%) of parents are most active on their phones between 1 am and 5 am, with 1:37 am emerging as the average peak “scroll-pocalypse” time[3].
Mobile phones have evolved into the new “digital doula” for those awake during the night. For 42% of parents, group chats and online forums have become a key source of advice and emotional support[1] - with WhatsApp and NCT groups evolving into 24/7 digital nurseries, offering comfort and solidarity to parents awake during the night.
Parents are also embracing new technology for support. Nearly half (47%) of parents would use AI assistants or chatbots for quick parenting advice[2].
This trend is led by Gen Z parents, with 64% turning to AI for baby guidance, compared to only 18% of Gen X[5].
Quieter times of the night may be when parents are commonly searching for tips on how to get their child back to sleep, but some are also searching for more unusual requests[6], including: “Is it normal for my baby’s poop to look like chicken korma?”, “University fees” and “Can babies see ghosts?”.
The determination to capture every first smile and wobbly step has led to a digital storage crisis. Photo and video app use has surged for new parents, with 34% of parents using them more often than before having a baby[7].
Nearly half of parents (46%) say baby photos and videos now take up the most space on their phones[8], followed by downloaded videos and streaming platforms (32%)[9] and parenting apps (27%)[10].
To keep up with the growing digital baby albums, many parents are considering upgrades: 35% are considering upgrading their phone for more memory for photos and videos[11], and 34% would upgrade for a better camera to capture family milestones[12].
Josie Laxton, digital creator & new parent, shares her experience of how her phone became her digital companion: “My phone has become so much more than a gadget - it’s my memory bank, my support system, and my 1 am comfort scroll. Between baby updates, group chats, and capturing every milestone, it’s genuinely part of my day-to-day survival as a new mum.
“I didn’t realise how much all this activity would affect my data and storage until I upgraded my plan - and honestly, it’s been a game-changer. Now I can focus on my baby, not my phone limits.”
Jez Samuel, mobiles expert at Uswitch.com, comments: “Becoming a parent changes your phone habits overnight - suddenly, your device becomes your camera, childcare assistant, and emotional lifeline all in one. What many parents don’t realise is just how quickly data, photo storage, and app downloads start to add up.
“Reviewing your mobile plan after big life changes isn’t just about saving money - it’s about making sure your phone keeps up with your lifestyle. The right plan means you can capture every milestone, stay connected to your support network, and avoid unexpected data costs down the line.”
Jez’s top tips for new parents to help maximise their plans:
- Check your mobile data plan: If you’re using more data since becoming a parent - whether that’s sharing baby photos, streaming kids shows or using sleep training apps whilst on the go, then it could be time to switch to a plan with a higher data allowance to prevent surprise charges and keep you connected when it matters most.
- Choose the right smartphone: Many parents want sharper photos and videos of their little one, so upgrading to a device with a better camera and larger storage can really pay off.
- Consider a SIM-only deal: If you’re happy with your current handset, moving to a SIM-only plan once your contract ends could save hundreds each year and free up the budget for baby essentials instead.
- Use Wi-Fi where possible: Connect to Wi-Fi when sharing photos, joining video calls, or playing white noise to avoid quickly eating through mobile data.
- Back up and optimise your storage: Cloud storage or auto-compression apps can help manage the flood of baby pictures and videos that quickly fill up your phone.
- Compare deals with add-ons and perks: As life changes, so should your plan. Nowadays, many phone packages come with attractive perks, such as free access to big-name streaming services - perfect for winding down with family favorite shows.
Visit Uswitch.com to compare mobile deals and discover how to make your allowance go further.
ENDS
For more information
Harriet Atkinson | Telecoms PR Manager
harriet.atkinson@rvu.co.uk
Twitter: @UswitchPR
Notes to editors
Opinium surveyed a sample of 2,000 UK adults from 2nd - 3rd of October 2025. Results were weighted to be nationally representative:
- Parents were asked: “What’s the most common reason you use your phone at night for parenting-related tasks?” 42% of respondents responded “Checking parenting apps/forums/group chats”
- Parents were asked: “Thinking about times when you need/needed quick baby care guidance, how likely would you be to use the following sources? AI assistants or chatbots (e.g., Siri, Google Assistant, ChatGPT)”. 47% of respondents said they are likely to use it.”
- Parents were asked: “What time of night, if any, do you find yourself most commonly using your phone for parenting-related tasks (e.g. searches, advice, messaging, photos)?” 33% of respondents said that they most commonly use their phone for this between 1am and 5am. The average peak time is 1.37am.
- Parents were asked: “Thinking about times when you need/needed quick baby care guidance, how likely would you be to use the following sources? 64% of Gen Z respondents (age 18-27) said they are most likely to use it.
- Parents were asked: “Thinking about times when you need/needed quick baby care guidance, how likely would you be to use the following sources? 18% of Gen X respondents (age 44-59) said they are most likely to use it.
- Parents were asked: “What’s the strangest or most unexpected thing you’ve searched during your late-night parenting search?”
- Parents were asked: “Thinking about your phone usage, do you spend more or less time on each of the following apps now then before you became a parent” 34% of respondents said that they spend more time on photo apps (e.g., Camera, Google Cloud, iCloud) more after becoming a parent.
- Parents were asked: “What parenting related phone tasks do you think have contributed most to your mobile phone's storage filling up?” 46% of respondents said that “baby photos/videos” contributed most to their phone’s storage filling up.
- Parents were asked: “What parenting related phone tasks do you think have contributed most to your mobile phone's storage filling up?” 32% of respondents said that “downloaded videos/streaming platforms” contributed most to their phone’s storage filling up.
- Parents were asked: “What parenting related phone tasks do you think have contributed most to your mobile phone's storage filling up?” 27% of respondents said that “parenting apps” contributed most to their phone’s storage filling up.
- Parents were asked: “What, if any, reasons would you consider upgrading your phone or mobile plan as a new parent?” 35% said “needing more storage for photos/videos”
- Parents were asked: “What, if any, reasons would you consider upgrading your phone or mobile plan as a new parent?” 34% said “wanting a better camera to snap shots of your child(ren)”
About Uswitch
Uswitch is one of the UK’s top comparison websites for home services switching, including energy, broadband and mobiles.
More people go to Uswitch to find their energy, broadband and mobile deals than any other site, and we have saved consumers over £2.7 billion off their bills since we launched in September 2000.
Free mobile app Utrack also helps households manage their home energy usage and make potential savings.
Uswitch is part of RVU, a group of online brands with a mission to empower consumers to make more confident home services, insurance and financial decisions.