As Vodafone expands its Vodafone Together offering, helping families stay connected and save, new group chat research gives a rare insight into how British families really work in the 21st century.
A survey found that 83% of the country’s families have a group chat, suggesting they play a pivotal role in how modern British families communicate.
In fact, they’re so important that 53% of survey respondents said they help them stay emotionally connected to their loved ones.
The research comes as the company announces its new Vodafone Together offering for families, where existing customers are rewarded with unlimited mobile plans for the whole family for just £16 per month, saving over £400 on each additional plan over two years.
How family group chats are used
People’s responses to the survey also reveal a great deal about how such group chats are used, what they’re used for, and the various habits and quirks of the families that use them.
Members of the average family group chat
across three generations
10
Average daily number of messages
19
say it’s the first place they share personal news
79%
say it’s their most active group chat
66%
What family group chats are used for
of people use them to share family news and updates
61%
of people use them to share photos and videos
39%
of people use them to use them to plan the week ahead
37%
of people turn to them as a source of support
23%
Facepalm:Most common gaffs and fails in family group chats
of people have seen emojis used incorrectly
42%
seen messages meant for other chats
41%
seen autocorrect fails
40%
Quirks, habits and patterns in family group chats
of over 65s understood chat acronyms such as IYKYK, SMH and NGL
3%
of people simplify their emoji use with family to avoid confusion
53%
Mothers play a key role in the country’s family group chats, according to the survey respondents. 32% said that the mums in their group chats were the most frequent sharers of long voice notes, while 27% said mums were responsible for sharing the most nostalgia content.
68% said that grandparents use the ‘thumbs up’ emoji more than anyone else in their group, while 18% claimed that the slowest typers in their group chat were parents.
‘Dad jokes’ seem to be alive and kicking, with 20% saying that fathers were the funniest family member in their group chat. But, perhaps unsurprisingly, that’s not the case in every household, with 21% claiming that the youngest child in their family was the funniest instead.
Teenaged sprogs seem to be keeping up their reputations as ‘digital natives’ within their family group chats. 26% of respondents said that the youngest child was the heaviest meme user, while 20% said that their youngest sibling was the fastest replier in their group chat.
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From medieval reenactors to wheelchair basketball players, the chat groups on our phones mirror the wondrously diverse interests and people of the UK. We spoke to just a few of them.
The seven most common personality types in family group chats
Psychologist and broadcaster, Dr Linda Papadopoulos, has identified the seven key roles played by different members of a typical family group chat:
The Joker – The one who diffuses tension with humour, often dropping in a perfectly timed one-liner when things get too serious. Psychologically, humour is a key form of social bonding that signals safety and shared understanding.
The Meme Monarch – The one replying to serious news with the perfect meme – and somehow, it’s exactly what everyone needed. Quick, expressive and always emotionally spot-on, they speak in GIFs and screenshots. Using humour, irony, and imagery to create a shared emotional shorthand, known as emotional mirroring in interpersonal psychology, they can capture a feeling and reflect it back in a way everyone recognises.
Chat Captain – The one who creates a colour-coded itinerary for family events and reminds everyone whose turn it is to host Christmas. They make sure plans happen, messages are answered, and birthdays aren’t forgotten. They often embody traits of conscientiousness and reliability, providing the group’s psychological scaffolding. They give the chat a rhythm, turning good intentions into action and chaos into connection.
New Vodafone Together: Families save over £400*, with unlimited plans for just £16 per month
Vodafone is helping families stay connected - launching today, existing customers can add unlimited mobile plans for just £16 per month with Vodafone Together, saving over £400 on each additional plan over two years*.
Notification Ninja – The one who responds within 0.3 seconds, even if their reply was just “ok.” This is the group’s emotional first responder – replying fast, keeping the chat alive, and making sure no message goes ignored so that everyone feels seen.
The Historian – The one who digs out a 1997 holiday photo every birthday and reminds you who had the dodgy haircut. The keeper of collective memories – posting old photos, videos, ‘remember when’ moments, and family throwbacks to reflect on shared history. Their posts can trigger nostalgia, pride or even gentle teasing, which strengthens relational bonds.
The News Anchor – The one posting breaking family news before it hits social media. They connect the family to the wider world – sharing updates, headlines and family news that keep everyone informed and involved. Their curiosity and initiative keep the chat dynamic and outward-looking, ensuring the family remains informed, rather than insular.
The Observer – The one who is always there, but resides in the read receipts. Quiet but ever-present, this member serves as a steady, reassuring presence in the group. They take on the role of a secure witness, finding comfort in simply observing and staying connected, without feeling the need to steer the conversation or take the lead.
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Why it matters and Vodafone Together
An estimated 34m adults in the UK are part of a family group chat. 40% of respondents in Vodafone’s research say that they feel more connected thanks to daily instant messages, while 48% feel close to their family through group chats, even when they are physically apart.
All of this not only shows the importance of group chats, but also illustrates the critical role played by the connectivity needed to access them – both in and away from the home.
Whether it’s streaming their favourite series together, video calling grandparents abroad or checking in on their way home from school, unlimited data, minutes and calls help families stay close, even when they’re apart.
Which is where Vodafone Together comes in. In addition to unlimited plans for £16, those adding full fibre broadband will see even bigger savings.
This means, a family of four, for instance, can enjoy unlimited minutes, data and texts – plus full fibre broadband for the entire household – while making savings of more than £600 per year.
Learn more about Vodafone Together, and stay up to date with the latest news from VodafoneThree by following us on LinkedIn and Twitter/X.
