Samsung Survey Finds 66% of Europeans Pick Phones Around Interests
Samsung polled 5,001 consumers in five European countries on how they choose a smartphone; charging frequency topped the annoyance list at 36%.
Samsung published the results of a survey on how Europeans choose which smartphone to buy, covering 5,001 consumers aged 18 and over in France, Germany, Italy, Spain, and the UK. The company announced the findings on October 13, 2026.
According to the survey, 66% of respondents chose their current phone with at least one interest they wanted to pursue in mind. 46% said they consider their ambitions when making technology choices, and 24% said their choices are mainly shaped by the life they aspire to live. 28% picked their current smartphone to better reflect their personal style.
Everyday frustrations featured prominently: 36% of respondents said having to charge their phone too often is one of their biggest annoyances. 18% said they are frustrated by constantly switching between apps, 14% said they do not always have enough screen space, and 13% said they have moved to a larger-screen device to finish something started on their phone. 27% said they have stopped or avoided online or mobile banking in public because someone nearby might see their screen.
On future purchases, 22% said they want speed and performance from their next phone, 20% want to do more without moving to a larger-screen device, and 15% want a thinner, more portable design. 23% said the right feature for something they regularly do could make them consider a different type of smartphone, and 18% said the same about greater privacy around other people. Among 25-34-year-olds, 21% said they would consider a regular-sized phone that unfolds into a small tablet, and 23% said a lighter or thinner phone could make them reconsider their usual choice.
Samsung pointed to the Privacy Display on the Galaxy S26 Ultra, the Galaxy Z Flip8 for style, the Galaxy Z Fold8 Ultra for productivity, and the Galaxy Z Fold8 for entertainment on the go. Benjamin Braun, Samsung Europe's CMO, said the company now offers three types of foldables alongside its bar-type phones.
Quick answers
How many people took part in Samsung's European smartphone survey?
5,001 consumers aged 18 and over in France, Germany, Italy, Spain, and the UK.
What annoyed survey respondents most about their phones?
36% said having to charge their phone too often is one of their biggest annoyances.
Which Samsung phones did the company highlight alongside the survey?
The Galaxy S26 Ultra, Galaxy Z Flip8, Galaxy Z Fold8 Ultra, and Galaxy Z Fold8.