Brand new research has revealed just how bad Brits have become with getting enough sleep – as almost half (43%) acknowledge they’re not getting enough – according to findings from audio brand, Pure. In fact, only 46% of those surveyed claimed they had some kind of regime for winding down at the end of the day to tackle their fatigue.
Bad habits are to blame, with 54% of Brits identifying phones as the main culprit for their struggles to get a good night’s rest – with 75% of 18-24 year olds putting screen time ahead of their sleep. What’s more, nearly half (47%) of Gen Zs confessed they avoid shutting off screens as they’re still afraid of the dark.
The research comes after Pure recently launched its Moment Series – a new ambient sleep companion which uses a variety of natural sounds and choice of ambient lights to enhance sleep hygiene and overall well-being. Available in two variants, Moment (£109.99) for those that want to ban their phones from the bedroom and its phone-friendly alternative Moment Charge (£139.99) with an integrated wireless charge pad and USB phone charger. Both come with an emergency battery in case of a power outage, and are available now.
Surprisingly, the data also showed that sex before bed was also found to be a hindrance when it came to getting a decent rest, with 7% of 25-34 year olds confessing that some pre-bedtime copulation prevented them from getting enough sleep.
It was also revealed that despite acknowledging the need for more slumber, almost one in four (22%) aren’t going to sleep until after 1am.
Renowned sleep expert of 42 years, Dr Neil Stanley weighs in: “We know the introduction of more technology has impacted our priorities when it comes to getting a good night’s rest – but over the years we’ve seen a multitude of changes come into the home that have shifted our routines.
“50 years ago, working families would arrive home in time for dinner and heat the home with their fireplace – the only source of heat in the home which many couldn’t afford to maintain throughout the night. Once extinguished, it was time to wind down for the evening.
“In the modern day, we have the ability to heat our homes throughout the night, and climb into bed and continue to consume online content – a luxury that wasn’t always accessible until recent years. Now, we’re encouraged to watch one more episode by streaming services, or scrolling on devices until the early hours before getting essential shut-eye”.
Chief Marketing Officer at Pure, Hubert Eiter added: “While we knew sleep had become less of a priority for many over the years, it’s surprising to see just how much people in the UK are resisting essential hours of rest. That’s why we’re thrilled to have launched the Pure Moment series which is meticulously designed to help people ensure they’re shutting down with ease and waking up naturally at the optimum time for individual needs.
“Aptly named, the Pure Moment intends to reinstall the sleep routine and encourage people to embrace the moment of falling asleep without reaching for tempting resistants”.
Pure’s Moment (£109.99) and Moment Charge (£139.99) are available now in a choice of Coffee Black and Cotton White.
