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It's something many of us have experienced: You go on your phone to check something and - in the blink of an eye - you've been scrolling for an hour.

People estimate more than a third of time on their phones is spent without a clear purpose, according to a new report.

Dr Eleanor Drage of Cambridge University said "this isn't just a question of people making unwise choices," but that we are "undermined by the immersive nature of the technology".

And while asking people to self-report their phone use can be unreliable, recognising our own habits is a "really important first step" to managing them, said Prof Pete Etchells of Bath Spa University.

Surveys commissioned by Virgin Media O2 found UK adults on average spent four hours per day on their phone, with 36% of this taking place unintentionally.

The report also revealed many people are aware of tools to control their screen time, but struggle to find the will to use them.

"Despite growing awareness of the downsides of habitual and excessive device use, people struggle to successfully manage their time online," said Drage, a senior research fellow at the University of Cambridge.

Those surveyed reported their smartphone use was mostly intentional - comprising actions such as sending messages, using maps or checking the weather.

But participants said they also spent time mindlessly scrolling or flicking through apps.

The survey suggested those who said they spend more time using their phone without a clear reason were also were more likely to report negative experiences - including feeling worse afterwards or seeing harmful or unpleasant content.