Imagine yourself having conversation with a friend and he starts checking his phone during the middle of the conversation. Not only he checks the phone but also starts replying to texts and emails.

The incident might make you feel as angry as a number of people are feeling due to this practice, which is termed as phubbing. To bring a decline in the practice, an international level campaign has started.

The campaign named as the Stop Phubbing campaign has initiated in Australia. It's the brainchild of Alex Haigh, 23, from Melbourne, who said he was having chit-chat with his friends when one of them talked about the practice.

He then decided to come up with the campaign. "It's the people who do it all the time that we are targeting. It's a paradox: you disconnect with those around you in favour of those pretty much anywhere else", said Haigh.

A YouGov poll was also carried out as per which, it has been found that as many as 44% people in Britain spend more than 30% minutes in a day while seeing their phones.

Phil Reed, from Swansea University and an expert in internet addiction disorder, said that there are a number of phubbers who show addiction signs.