Samsung has just published the results of a survey on how Europeans choose which smartphone to buy. It covered 5,001 consumers aged 18 and over in France, Germany, Italy, Spain, and the UK. According to the findings, people pick a phone based on what they do today, but also on what they'd like to be doing in the future.
66% of those surveyed chose their current phone with at least one interest they wanted to pursue in mind. These ranged from entertainment and side hustles to gaming, travel, and content creation. Almost half (46%) consider their ambitions when making technology choices, and that includes 24% who say their choices are mainly shaped by the life they aspire to live. On top of that, 28% chose their current smartphone to better reflect their personal style.
When it comes to everyday frustrations, battery life is the big one. 36% of respondents say having to charge their phone too often is one of their biggest annoyances. 18% are frustrated by constantly switching between apps to get something done, 14% say they don't always have enough screen space, and 13% have had to move to a larger-screen device to finish something they started on their phone. Interestingly, 27% have apparently stopped or avoided online or mobile banking in public because someone nearby might see their screen.
Unsurprisingly, the results line up rather neatly with Samsung's current lineup. The company points to the Privacy Display on the Galaxy S26 Ultra, the Galaxy Z Flip8 for style, the big screen and Multi Window on the Galaxy Z Fold8 Ultra for productivity, and the Galaxy Z Fold8 for entertainment on the go. Benjamin Braun, Samsung Europe's CMO, says that's why the company now offers three types of foldables alongside its bar-type phones.
As for what people want from their next phone, speed and performance lead the way at 22%. Almost as many (20%) want to do more without moving to a larger-screen device, while 15% want a thinner, more portable design. 23% say the right feature for something they regularly do could make them consider a different type of smartphone, and 18% say the same about greater privacy when using their phone around other people.
Younger adults are most open to different form factors. Among 25-34-year-olds, 21% would consider a regular-sized phone that unfolds into a small tablet, and 23% say a lighter or thinner phone that better suits their lifestyle could make them reconsider their usual choice.
Samsung Galaxy S26 Ultra
| 256GB 12GB RAM | € 939.00 | £ 809.49 |
| 512GB 12GB RAM | € 1,112.90 | £ 948.89 |
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Samsung Galaxy Z Flip8
| 256GB 12GB RAM | € 729.99 | £ 815.69 |
| 512GB 12GB RAM | € 919.00 | £ 1,048.30 |
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Samsung Galaxy Z Fold8 Ultra
| 256GB 12GB RAM | € 1,829.00 | £ 1,399.00 |
| 512GB 12GB RAM | € 1,713.00 | $ 2,099.99 |
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Samsung Galaxy Z Fold8
| 256GB 12GB RAM | € 1,406.00 | £ 1,299.00 |
| 512GB 12GB RAM | € 1,829.00 | £ 1,499.00 |
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