Thanks for your help guys.
Its a Dud.
SONY helpline totally useless.
ME: Charge only holds for 7 hours
SONY : Yeah its not great. Buy a longer USB cable and play with it plugged in. (They honestly said this)
With Customer service like that its a wonder they still have customers.
Store I bought from have agreed its a Dud and I should get at least 20 hours from a full charge.