Switching off can be surprisingly expensive. Much like the smoking cessation boom of the 1990s, the digital detox business – spanning hardware, apps, telecoms, workplace wellness providers, digital “wellbeing suites” and tourism – is now a global industry in its own right. People are increasingly willing to pay to escape the technology they feel trapped by. The global digital detox market is currently valued at around US$2.7 billion, and forecast to double in size by 2033. Hardware manufacturers such as Light Phone, Punkt, Wisephone and Nokia sell minimalist “dumb phones” at premium prices, while subscription-based website blockers such as Freedom, Forest, Offtime and RescueTime have turned restraint into a lucrative revenue stream.

Wellness tourism operators have capitalised too: tech-free travel company Unplug ged recently expanded to 45 phone-free cabins across the UK and Spain, marketing disconnection as a high-value experience. However, my new research, with colleagues at Lancaster University, suggests this commercialised form of abstinence rarely extinguishes digital cravings – instead merely acting as a temporary pause. We carrie d out a 12-month netnography focusing on the NoSurf Re ddit community of p e ople interested in increasing their productivity, plus 21 in- depth interviews (conducted remotely) with participants living in different countries. We found that rather than actively confronting their habits, participants often reported outsourcing self- discipline to blocker apps, timed lockboxes and minimalist phones.

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Joan (names of volunteers changed), a NoSurf participant, explained how she relies on app-blocking software not to bolster her self-control, but to negate........

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