You’re mid-sentence when your companion whips out their smart phone and starts tapping away. Your words hang in the air as your friend disappears into the digital world. You feel invisible. You have been ‘phubbed’.

Etiquette would dictate that ‘phubbing’ – snubbing someone while you concentrate on your phone – is incredibly rude. But with the rise of the smart phone, ‘phubbing’ has become so common that it’s now considered normal.

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