Every day, New Zealanders are bombarded by a relentless flood of notifications. Social media, emails, and app alerts disrupt focus, invade downtime, and fragment attention. Research commissioned by 2degrees now reveals that 50% of Kiwis feel overrun by notifications.

For Gen Z, the first generation to grow up entirely online, the impact is even greater, with 38% regularly feeling overwhelmed, panicked, or anxious due to the sheer number of notifications they receive. Research from Common Sense Media in the US revealed that teenagers receive an average of 237 notifications per day.

The mental load is mounting, and it’s taking a toll on productivity, relationships, and wellbeing.

NO-tifications is the latest initiative from 2degrees’ Fairer Phones Project, as part of its ongoing commitment to support healthier relationships with phones. The telco is calling on Kiwis to take action.

“Phones are powerful tools for connection, but when notifications dictate our attention, we’re not using them on our terms,” says Mark Callander, Chief Executive of 2degrees. “We’re calling on Kiwis to take control of their notifications before notifications take control of them.”

According to Kathryn Berkett, neuroscience and digital wellbeing expert, notifications trigger dopamine, making them addictive. “We think we’re good at multitasking, but in reality, we’re task-switching, which drains our energy and reduces focus. It also disrupts our real-world interactions - our attention is physically pulled away the moment we hear or see a ping,” says Berkett.

Berkett highlights the impact of excessive notifications:

• They distract us - making it harder to focus and complete tasks efficiently
• They affect our relationships - pulling attention away from real-life interactions
• They disrupt our sleep - keeping us up at night and impacting wellbeing
• They physically alter brain development - cells that fire together, wire together

The Impact of Notification Overload

A 2degrees-commissioned survey uncovered that for Gen Z:

• 46% say they receive far too many or too many notifications
• 38% regularly feel overwhelmed, panicked, or anxious by the number of notifications received
• 40% find it difficult to concentrate due to the number of notifications they receive, leading to constant phone checking
• Biggest culprits: Social media (65%) and email (60%)

Across all age groups (16+):

• 50% received too many notifications
• 37% feel overwhelmed, panicked or anxious
• 30% struggle to concentrate due to the number of notifications

Sean Lyons, Chief Online Safety Officer at Netsafe, New Zealand’s online safety organisation, backs the initiative. "At Netsafe, we’re seeing growing concern about how constant connectivity and screen time affect young people’s focus and their overall wellbeing. 2degrees’ Fairer Phones Project initiative taps into an important conversation - how we can all be more intentional in our digital lives. Encouraging people to pause and reflect on their phone habits is a valuable step toward building healthier, more balanced relationships with technology."

To regain control, 2degrees suggests:

• Say No - When apps ask to send notifications, be selective. Only allow the ones that genuinely require your attention.
• Tidy Up - Regularly review your notification settings and mute unnecessary alerts.
• Plan Ahead - Set specific times to check notifications rather than reacting to them all day.

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