Thursday 31 July 2025
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Gemma Collins hit the headlines for sharing secret details about her wedding in an accidental upload to Instagram
The post has now been revealed to be a stunt by Sky Mobile who are encouraging Brits to share more
The campaign comes as a quarter of Brits admit they're more likely to feel closer to someone if they overshare
For Gen Z - oversharing is authentic, with almost half (49%) saying they are more likely to follow a celeb/influencer if they overshare online
Social media, the pub and work revealed as the top places people hear personal details about the lives of fellow Brits
Reality TV icon Gemma Collins hit the headlines yesterday when she accidentally shared details of her top-secret wedding in a brand partnership post that she'd failed to edit.
Posting on Instagram, the star appeared to reveal that she is planning to get back in the rink for her first wedding dance with soon to be hubby Rami.
Today, Gemma has stated that she's not getting back on the ice, in fact, the post was an instruction from Sky Mobile, the network that lets you share data - who are on a mission to help the nation embrace sharing as over a third (37%) admit to building connections through sharing a little bit too much.
In a hilarious follow up, Gemma appeared to apologise for the mishap before unveiling a flamboyant outfit and extravagant background, as she revealed that it was all a joke and that we should all share more.
New research from the network provider revealed that, unlike Gemma, Brits do worry about oversharing, with 60% of the nation re-visiting conversations in their head up to 10 times, and the average person replaying what they've said more than three times over.
Despite these concerns, it turns out Brits are a nation of sharers, with 47% saying they freely share details about their life, with over a quarter (28%) admitting they regularly overshare without being prompted to and that once they've started, they find it hard to stop.
Discussing our love life is considered cringey' by 62% of Brits alongside, finances (31%) and co-worker fallouts (18%), but it's not all regret and second-guessing.
A third (33%) of Brits feel that sharing their life details helps lift a weight off their shoulders, builds a sense of trust (31%), validation (23%), or even pride (8%), while a quarter (25%) feel closer to someone if they disclose details about their lives.
Almost half (47%) said that the best time to overshare is with old friends, talking to a partner (41%) and after a family gathering (20%) - when a debrief on family gossip is essential.
Sharing extends beyond words too as Brits say they enjoy sharing other aspects of their life. Almost half (46%) of the public revealed that they would share their mobile data if someone needed it. Most of Gen Z (73%) admit that they do most of their oversharing via phone call, text or on social media (88%). Sharing offline is best for boomers and millennials though, who say that in person is the best way to tell all (73%).
Generationally, Boomers remain more reserved, with only 15% revealing they feel closer to those around them if they overshare. On the flip side, over a third (39%) of those aged 18-34 find themselves growing more connected to those that reveal personal details.
Social media topped the list for strangers to spill the beans, with 37% of Brits saying they've also caught snippets of oversharing on when enjoying a pint at the pub.
Top 10 places Brits overshare the most:
Social media (38%)
At the pub (37%)
At work (30%)
At the hairdressers (27%)
At family gatherings (23%)
In group chats / on WhatsApp (20%)
Nightclubs (14%)
Dating apps (13%)
Nail bars (10%)
During taxi rides (8%)
As for why people overshare, the motivations are just as revealing - 46% blame excitement, 31% said they want to build trust and a further 30% said it's in response to someone else sharing TMI.
Gemma Collins said: Oversharing is caring huns, don't stress about it - I've overshared all my life and I love it. Now with Sky Mobile, we can share even more - by gifting data so that those you love can keep the group chats going strong!
Ben Case, Managing Director of Connectivity at Sky added: At Sky Mobile, were all about sharing more - and that includes your data, which is why our Piggybank benefit allows you to share any unused data to friends and family on your plan. So, whether it's a group chat, a video call, or a meme marathon, oversharing has never been easier.
We know that the nation loves sharing and so, Sky Mobile is encouraging Brits to embrace a more useful kind of sharing.
With Sky Mobile, customers can share their data with up to seven SIMs on their account. That means no more desperate data droughts, top-ups, or awkward have you got Wi-Fi? requests.
For more information, please contact emily.mckay@taylorherring.com
Sky Mobile network benefits at a glance:
99% network coverage
Roll - roll your spare data into your Sky Piggybank for use when you need it
Piggybank - share spare data in your Sky Piggybank with up to seven SIMs on your account or exchange it for rewards
Watch - enjoy hours and hours of streaming on Sky apps such as Sky Go, Sky Sports and more, without using your data allowance
Mix - Change your data plan whenever you like to suit your needs
Swap - swap to a new phone or tablet whenever you want, before your contract ends
Text to Switch - simply text PAC to 65075 to get your switching code. We'll take care of the rest
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