Millions of people think their partner spends too much time ‘engaging’ with celebrities on social media sites, such as Twitter and Instagram, a study has found.
Researchers found as many as six in 10 people in the UK feel ‘out of touch’ with their partner due to long working hours, busy lifestyles or social media distractions.
Many who took part admitted their relationship suffers because they spend more time interacting with celebrities and influencers than they do with their other half.
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Emma Watson, Ellie Goulding, Alexa Chung are among the favourite distractions for many.
Overall four in 10 said they feel disconnected because their partner works too much and another one in five claimed their partner is too busy after work due to social engagements.
More than one third blamed the ‘distance’ between them and their partner with one party spending too much time on their phone.
The study of 2,000 adults in relationships without children was commissioned by McCain to encourage couples to spend more time together at meal times.
Researchers also found seven in 10 couples will prep their main meals with their significant other and typically share five out of seven evening meals with their partner.
Yet with all this opportunity for quality time together, more than half admitted they’ll have a meal together only for either or both of them to be on their phones.
However just under half admitted they take their partner for granted.
As a result, more than three quarters wish they spent more time having proper conversations with their other half with no distractions.
It also emerged more than one third reckon they spend more time interacting with their partner through social messaging apps such as WhatsApp and Facebook.
Just under one in five will engage with social media just 15 minutes into their day and spend a total of one hour and 41 minutes every day on social network sites.
With couples getting just an hour and 10 minutes a day of quality conversation with each other, this means Brits are getting more airtime online than with their loved one.
During an average day, Brits will spend six-and-a-half hours with their partner, but nearly a third of this time is spent with no quality interaction such as watching TV or doing jobs around the house.
McCain’s latest campaign, ‘Here’s to Love’ turns the spotlight onto relationships and love by celebrating how a wide range of different couples connect nowadays.
Featuring eight real relationships, the new ad captures everyday moments as the couples prepare and enjoy a special night in together.
Mark Hodge, Marketing Director for McCain, added:
We understand people lead busy lifestyles and it can sometimes be really tricky making time for one another, but we think mealtimes can be the perfect opportunity to sit down and spend some quality time with a loved one.
In our latest campaign advert we see a mix of genuine diverse relationships and showcase the true pleasure of coming together with the people we love and the special mealtime moments we connect over.
Molly McGibbon, 23, and Kimberley Collins, 28, who star in the ad, said:
Cooking is our time to have fun together in the week.
As dancers, our schedules are always busy and we’re both very aware of how little time we now get to have meaningful conversations, so the kitchen is where we can relax and catch up.
Our number one rule to avoiding distractions is banning phones. It’s a fool proof way to make sure we don’t get tempted to check our friends or celebrity social feeds.
Top 20 celebrities Brits are spending more time with via social media than their partner are:
1. Cara Delevingne
2. David Beckham
3. Emma Watson
4. Ellie Goulding
5. Ed Sheeran
6. Alexa Chung
7. Cheryl Cole
8. Ant and Dec
9. Holly Willoughby
11. Jourdan Dunn
12. Michelle Keegan
13. Philip Schofield
14. Mollie King
15. Scarlett Moffatt
16. James Corden
17. Rita Ora
18. Emilia Clarke
19. Perrie Edwards
20. Fearne Cotton