Smartphones, tablets, laptops, and social media platforms make it easier to communicate with people almost anywhere. However, these tools can also interrupt conversations with the people sitting directly in front of us.
An electronic display of insensitivity, commonly shortened to EDI, happens when someone gives unnecessary attention to a digital device during an in-person interaction. It may involve checking messages while another person is speaking, scrolling through social media during dinner, or repeatedly looking at a phone during a meeting.
The behaviour is also commonly known as phubbing, a combination of “phone” and “snubbing.” Although checking a device may seem harmless, repeated interruptions can make friends, partners, family members, customers, and colleagues feel ignored.
The Digital Divisiveness infographic explores how frequently these interruptions occur, where people commonly experience them, and how digital distractions can gradually damage relationships.
What Is an Electronic Display of Insensitivity?
An electronic display of insensitivity is the inappropriate or distracting use of technology around other people. It happens when attention shifts away from an ongoing conversation or shared activity and toward a phone, tablet, laptop, smartwatch, or another digital device.
Common examples include:
- Reading or answering messages while someone is talking.
- Checking social media throughout a meal.
- Looking at notifications during a meeting.
- Using a phone while receiving customer service.
- Scrolling through a device during a family gathering.
- Texting or browsing while driving.
Not every use of technology is insensitive. Someone may need to answer an urgent work call, respond to a family emergency, use an accessibility tool, or check information connected to the conversation.
The problem usually begins when device use is unnecessary, frequent, poorly timed, or carried out without acknowledging the people affected by it.
Mobile technology has become a normal part of everyday life, and the shift toward an increasingly connected audience has been happening for years. Our article on how consumers have gone mobile provides further insight into how smartphones have changed communication, content consumption, and customer behaviour.
What the Digital Divisiveness Survey Found
The infographic is based on a survey completed among 2,025 individuals in February 2014. Although the results represent a historical survey rather than current population data, they highlight behaviours that remain familiar in homes, restaurants, workplaces, schools, and public spaces.
According to the infographic, nine out of ten respondents said that, at least once a week, a friend or family member stopped paying attention to them in favour of something happening on a digital device.
The survey also found that 81% of respondents believed electronic displays of insensitivity had become worse and more common than they were one year earlier.
People reported witnessing EDIs in several everyday situations:
| Location or situation | Respondents who witnessed an EDI |
| While driving | 93% |
| At the dinner table | 67% |
| During a customer service interaction | 52% |
| At church | 35% |
| In school | 25% |
These figures show that digital distraction was not limited to one setting. It affected personal conversations, professional interactions, shared meals, places of worship, classrooms, and road safety.
Why Phone Snubbing Feels So Personal
Attention is an important part of communication. Eye contact, facial expressions, questions, and verbal responses show another person that we are listening.
When someone repeatedly looks at a device during a conversation, those signals disappear. The person speaking may have to repeat themselves, wait for a response, or wonder whether anything they said was heard.
The interruption may last only a few seconds, but it can still communicate an unintended message: the notification, message, video, or social media post is more important than the person who is physically present.
This is especially damaging during emotional or meaningful conversations. A partner describing a difficult day, an employee raising a concern, or a customer explaining a problem expects the other person to listen. Repeatedly turning toward a screen can make that person feel dismissed.
People often describe social media as a waste of time because of the hours spent scrolling. However, the larger concern is not simply how much time is spent online. It is whether that activity interrupts work, relationships, or meaningful experiences. Our discussion of whether social media is really a time-waster explores this distinction in more detail.
Where Electronic Displays of Insensitivity Commonly Happen
Digital insensitivity can appear in almost any social or professional environment. Some examples are obvious, while others have become so common that they may no longer be recognised as disruptive.
At the Dinner Table
Shared meals give families, friends, and colleagues an opportunity to talk without many of the distractions they experience during the day.
When someone repeatedly checks messages, watches videos, or scrolls through social media, the conversation becomes fragmented. Other people may eventually stop speaking because they do not expect to receive full attention.
A simple phone-free meal rule can make the experience more enjoyable. Devices can be placed in a bag, drawer, or another area until the meal has ended.
During Personal Conversations
Phone snubbing can be particularly damaging in close relationships. A friend or partner may feel ignored when the other person continues scrolling while they are talking.
One isolated interruption may not cause a serious problem. However, repeated behaviour can create frustration, emotional distance, and resentment.
The survey reported that one in four people believed an EDI had caused a serious rift with a friend or family member. This suggests that the issue is not always the device itself. It is the repeated feeling that the relationship is receiving less attention than the screen.
In Meetings and Workplaces
Using a phone or laptop during a meeting can make colleagues believe that someone is disengaged, even when the device is being used for a legitimate reason.
When technology is needed for notes, research, or a presentation, a short explanation can prevent misunderstanding.
For example:
“I’m taking notes on my laptop so I can record the action points.”
This simple statement helps other participants understand that the device is supporting the meeting rather than distracting from it.
During Customer Service Interactions
Customers expect to be acknowledged when they ask a question, make a purchase, or report a problem. An employee who checks a personal device during the interaction may appear uninterested or unprofessional.
Digital insensitivity also happens online. A company may publish frequently while failing to respond to customer questions, comments, or complaints. This creates a digital version of the same problem: the business is speaking without listening.
Brands can improve their interactions by following practical standards of online behaviour. The golden rules of Facebook etiquette offer useful guidance for communicating respectfully and professionally on social platforms.
While Driving
Using a phone while driving is more than a matter of poor etiquette. It can create a serious safety risk for drivers, passengers, pedestrians, cyclists, and other road users.
The infographic reports that 93% of respondents had witnessed electronic displays of insensitivity while someone was driving.
Non-essential calls, messages, and notifications should wait until the vehicle is parked safely. No online interaction is more important than giving full attention to the road.
How EDIs Can Damage Relationships
Electronic displays of insensitivity often begin as small, unintentional habits. A person checks one notification, responds to a message, and then opens another application.
The people around them may initially remain silent because they do not want to appear demanding. However, frustration can build when the same behaviour continues.
Several relationship problems can follow repeated digital interruptions.
Reduced Quality of Conversation
People communicate less openly when they do not feel heard. A friend or family member may stop sharing personal information if they expect the other person to look at a screen throughout the conversation.
Emotional Distance
A person can be physically present while appearing emotionally unavailable. When this happens regularly, partners, friends, or family members may begin to feel disconnected.
Distrust and Uncertainty
Repeatedly checking a device can make others wonder who is messaging, why the conversation cannot wait, or whether something is being hidden.
Mutual Disengagement
Phone snubbing can become reciprocal. One person checks a device, so the other does the same. Eventually, both people are sitting together while interacting with separate digital environments.
Technology does not automatically damage relationships. The problem develops when it consistently replaces attention, listening, and meaningful conversation.
Digital Etiquette Matters Online Too
Good digital etiquette is not limited to putting a phone away. It also involves how people and businesses communicate through social media, email, online communities, and other digital channels.
Posts should be clear, helpful, and appropriate for the platform. Messages should respect the audience’s time, and automated communication should not replace genuine responses when a person needs assistance.
Knowing how to create the perfect post for major social media platforms can help businesses communicate more effectively without overwhelming their followers.
The same principle applies to individuals. Before publishing or responding, consider how the message may be understood. Digital communication lacks many of the expressions and vocal signals available in face-to-face conversations, making clarity and empathy even more important.
Five Respectful Ways to Address an EDI Offender
The Digital Divisiveness infographic recommends five practical ways to deal with inappropriate device use. The goal is not to embarrass the person or turn a minor interruption into a major conflict. The goal is to explain the problem and establish a reasonable boundary.
1. Take the High Road
Begin by considering that the interruption may be important. The person could be dealing with a family matter, work issue, or urgent message.
Instead of reacting angrily, give them an opportunity to explain.
You might say:
“That sounds important. We can pause if you need to respond.”
This acknowledges the interruption while also making it clear that the conversation cannot continue normally when their attention is elsewhere.
2. Spell Out What You Need
General accusations such as “You are always on your phone” can make someone defensive. A specific request is easier to understand and follow.
During a meeting, you could say:
“We need everyone’s attention for the next ten minutes, so could we put our phones away until we finish?”
At home, you might say:
“I would like us to have dinner without checking our phones tonight.”
The request focuses on the current behaviour rather than attacking the person’s character.
3. Explain the Impact
People may not realise how their device use affects those around them. Explain the consequence instead of simply labelling the behaviour as rude.
For example:
“When you check your phone while I’m talking, I’m not sure whether you heard what I said.”
In a public setting, you could say:
“The light from your screen is distracting people. Would you mind putting it away?”
Explaining the impact makes the concern more understandable and gives the other person an opportunity to correct the behaviour.
4. Do Not Expect an Immediate Change
Habits can be difficult to change, especially when people automatically reach for a phone whenever it vibrates or a conversation becomes quiet.
The person may initially respond defensively or return to the same behaviour later. That does not mean the conversation was pointless.
Calmly expressing a boundary helps the person recognise that their actions are noticeable. In close relationships, it may be useful to agree on shared rules such as phone-free meals, device-free conversations, or quiet periods when notifications are turned off.
5. Know When to Let It Go
Not every phone check requires confrontation. A brief, unusual, or necessary interruption may not be worth addressing.
The situation becomes more serious when the behaviour repeatedly affects an important relationship, damages work, creates a customer service problem, or puts someone’s safety at risk.
The aim is to address meaningful patterns without treating every digital interruption as a personal offence.
How to Avoid Displaying Digital Insensitivity
Most people have experienced digital insensitivity from both sides. We have felt ignored by someone else’s phone, and we have probably checked our own device at an inappropriate moment.
Improving digital habits begins with recognising the situations in which distractions are most likely to happen.
Keep your device out of sight during important conversations. Use focus settings or Do Not Disturb during meals, meetings, appointments, and family activities. When you are expecting an urgent call, explain the situation before repeatedly checking your phone.
It can also help to ask permission:
“Would you mind if I quickly check this message? I’m waiting for an important update.”
A brief explanation shows respect and prevents the action from appearing dismissive.
What Electronic Insensitivity Means for Brands
Businesses also compete for attention, but successful marketing should not treat audiences as numbers or interruptions.
Excessive notifications, irrelevant promotional messages, repetitive posts, and automated replies that ignore the customer’s question can all make a brand feel insensitive.
This is one of several common digital marketing mistakes businesses should avoid. More content does not automatically create a stronger relationship. Communication must also be relevant, timely, and responsive.
Brands build trust when they listen, answer questions clearly, and create content that helps people solve real problems. This trust can become a form of social currency, encouraging people to share, recommend, and engage with the business.
Managing these interactions consistently can be difficult for an internal team, particularly when several platforms are involved. Understanding why businesses outsource social media management can help organisations decide whether professional support would improve responsiveness and communication quality.
Frequently Asked Questions
What does EDI mean?
EDI stands for electronic display of insensitivity. It describes inappropriate or distracting technology use that causes another person to feel ignored, interrupted, or undervalued.
What is phubbing?
Phubbing means ignoring someone who is physically present in favour of a smartphone. The word combines “phone” and “snubbing.” It is one of the most common forms of electronic insensitivity.
Is checking a phone during a conversation always rude?
No. The reason, timing, frequency, and context matter. An urgent call or necessary task may justify checking a device. Explaining the situation can prevent the action from appearing dismissive.
How should I ask someone to stop checking their phone?
Focus on the current behaviour and explain how it affects the conversation. A calm and specific request is usually more effective than accusing the person of always being rude.
Can phone use damage a relationship?
Occasional phone use is unlikely to damage a healthy relationship on its own. Repeated phone snubbing can reduce meaningful conversation, create frustration, and make someone feel less important.
What are reasonable phone-free boundaries?
Common boundaries include putting phones away during meals, meetings, appointments, dates, family activities, and serious conversations. The rules should be realistic and followed by everyone involved.
Give People Your Full Attention
Electronic displays of insensitivity may seem like minor interruptions, but repeated digital distractions can gradually weaken personal relationships, workplace communication, customer experiences, and trust.
The solution is not to stop using technology. It is to recognise when a device is helping communication and when it is getting in the way.
Put the screen down during important moments. Explain unavoidable interruptions. Listen carefully when someone is speaking, and address repeated problems with calm, specific language.
Businesses should follow the same principle. Successful digital communication is not only about reaching an audience. It is about making people feel recognised, understood, and respected.
For additional guidance on building a more effective online presence, explore these frequently asked questions about digital marketing or speak with AOK Marketing about creating a clearer, more audience-focused digital strategy.
Source: www.crucialskills.com
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