Brits forget why they went online after just 30 seconds of browsing

One in five Brits forget what they went online for in under 10 seconds, according to research. A study of 2,000 adults found 34% can be side-tracked by something else as quickly as 30 seconds after picking up a device. It then takes the average person eight minutes to get back to what they had planned in the first place.

Of those who forget what they intended to do online, 45% find themselves distracted by  social media, 37% read the news, and 28% end up doom scrolling. As such 63% of shoppers forget what they intended to buy as gifts when shopping online.

According to research by Norton, part of Gen’s family of brands, respondents usually have six tabs open at any one time on average, with one in 10 having more than 13 open on an average day. As a result, 29% find it impossible to keep track of what they are doing online.

To address this growing ‘attention tax’, the brand has launched Norton Neo, an AI-native browser built to reduce noise and help people stay focused, especially during the festive shopping rush.

Howie Xu, chief AI & innovation officer said: “We think these findings will resonate with many – we’ve all experienced it, but the reality is, we’re distracted incredibly quickly.

“And at this time of year, when everyone has the best intentions of picking up a great present for a loved one, it could be the difference between giving them the perfect present or something average.

“While distractions can also lead us down a rabbit hole to sites we would not usually visit in the bid to find someone a great gift, this means you could actually be at risk.

“This is why it is critical to have a browser that proactively protects you, with those security protocols in place from development, rather than a bolt on.”

Respondents revealed other common online distractions – including checking emails, messaging friends, and watching videos. But 28% have turned off notifications to avoid such disturbances, and 15% have logged out of all social media accounts.

Nearly a fifth (19%) have missed out on a deal as a result, with 17% more likely to be distracted when doing their Christmas shopping, according to the OnePoll.com data. However, 29% think AI could play a part in reducing distractions when they are browsing.

With 14% having had personal data compromised while browsing, it could prove to be an added layer of protection against things like malicious pop-ups or harmful browser extensions.

Howie Xu from Norton, whose AI browser includes tools to summarise pages before you open yet another tab and built-in protections help block malicious pop-ups, added: “Our habits online are constantly changing, and numerous sites, whether you are shopping or scrolling, are vying for your attention.

“This means distractions can happen easily, and in all that noise, people can even end up in places that are unsafe. AI has the potential to help people stay focused on what they came to the web to do in the first place.

“When we talk about a ‘calm’ browser experience, we don’t mean passive - we mean predictable, low-friction, and respectful of people’s attention. Browsers today compete for engagement. They want you checking, clicking, jumping between tabs.

“By quieting unnecessary noise and keeping people focused on what matters, the web can feel manageable again.”