Survey: Europeans choose phones by lifestyle and goals

Samsung has published the results of a 5,001-person survey that sheds a clear light on how Europeans pick smartphones. The poll covered consumers aged 18 and over in France, Germany, Italy, Spain and the UK and found that purchase decisions are often shaped by both current needs and future ambitions.

Two-thirds of respondents, 66%, said they chose their current phone with at least one interest they wanted to pursue in mind. Those interests range from entertainment and gaming to travel, side hustles and content creation. Almost half, 46%, factor their ambitions into technology choices, including 24% who say their selections are mainly shaped by the life they aspire to live. A further 28% chose their current smartphone to better reflect personal style.

Everyday frustrations also steer choices. Battery life is the top complaint, with 36% saying having to charge too often is a major annoyance. Eighteen percent feel hindered by constant app switching, 14% say their screen space is sometimes insufficient, and 13% have moved to a larger-screen device to finish something started on their phone. Privacy concerns are tangible: 27% have avoided online or mobile banking in public because someone nearby might see their screen.

Samsung points to features and form factors

The survey results align closely with Samsung's current product positioning. The company highlights Privacy Display on the Galaxy S26 Ultra, the Galaxy Z Flip8 as a style statement, the large screen and Multi Window on the Galaxy Z Fold8 Ultra for productivity, and the Galaxy Z Fold8 for entertainment on the go. "That's why the company now offers three types of foldables alongside its bar-type phones," said Benjamin Braun, Samsung Europe's CMO.

When asked about their next phone, respondents prioritized speed and performance at 22%. Close behind, 20% want to do more without switching to a larger-screen device, and 15% said they prefer a thinner, more portable design. Twenty-three percent said the right feature for something they regularly do could make them consider a different type of smartphone, and 18% said greater privacy when using their phone around other people would prompt them to switch.

Younger adults appear most open to alternative form factors. Among 25 to 34 year olds, 21% would consider a regular-sized phone that unfolds into a small tablet, and 23% said a lighter or thinner phone that better suits their lifestyle could make them reconsider their usual choice.