Samsung has published survey results examining how consumers across Europe choose their smartphones. The study covered 5,001 adults aged 18 and above in France, Germany, Italy, Spain and the UK. Findings suggest people consider both their current needs and the lifestyle they hope to achieve when choosing a device.

Around 66% of respondents selected their current phone with at least one personal interest they wanted to pursue in mind, including entertainment, side hustles, gaming, travel and content creation. Nearly half, or 46%, consider their ambitions when choosing technology, while 24% say their decisions are mainly influenced by the lifestyle they aspire to. Another 28% chose their current smartphone to better reflect their personal style.

Battery life remains a major frustration, with 36% saying frequent charging is among their biggest smartphone annoyances. Meanwhile, 18% dislike switching between apps to complete tasks, 14% want more screen space, and 13% have switched to a larger screen to finish something they started on their phone. Additionally, 27% have avoided or stopped using online or mobile banking in public because they feared someone nearby could see their screen.

Samsung says these findings align with its current smartphone lineup. It highlights the Galaxy S26 Ultra’s Privacy Display, the Galaxy Z Flip8’s emphasis on style, the Galaxy Z Fold8 Ultra’s large screen and Multi Window features for productivity, and the Galaxy Z Fold8’s entertainment capabilities. Samsung Europe’s CMO Benjamin Braun says the company offers three types of foldable phones alongside traditional smartphone designs to meet different needs.

Looking ahead, 22% of respondents want better speed and performance from their next phone. Another 20% want to accomplish more without upgrading to a larger screen, while 15% prefer a thinner, more portable design. Around 23% would consider a different smartphone form factor if it offered features suited to their regular activities, while 18% could be persuaded by improved privacy when using their device around others.

Younger consumers appear more willing to try alternative designs. Among adults aged 25 to 34, 21% would consider a regular sized smartphone that unfolds into a small tablet. Another 23% said a thinner or lighter phone better suited to their lifestyle could convince them to change their usual choice.