We were in Lanzarote this time last year and saw exactly the same kind of things Toky. We used to have a bit of a laugh at everyone hogging their sunbeds in the shade just waiting for the sun to come round to them. We just went out for a walk, in the sun, had some lunch out and got back to the pool for a couple of hours. And yes, a lot were British.
Having said that, we liked where we stayed and would go back again for some winter sun.