Samsung is trying to better understand how the average smartphone user thinks, and a recent survey has shown the company that Europeans choose smartphones based on two factors: their current lifestyle and their next goals.
The study surveyed 5,001 consumers across France, Germany, Italy, Spain, and the UK. The data shows that:
- 66% of Europeans had at least one interest they wanted to pursue in mind when they chose their current phone. Interests range from entertainment to content creation.
- 46% consider their ambitions when choosing new technologies, and 24% say their choices are greatly influenced by the life they aspire to.
- 28% say they focus more on aesthetics. They bought their current smartphone to better reflect their personal style.
Even though Europeans tend to choose smartphones based on future goals, Samsung's study suggests everyday functionality can affect their choices. The biggest factors are:
- Battery life: Over 36% of Europeans say having to charge their phones too often is one of their biggest frustration.
- Multitasking: 18% of European smartphone users are frustrated by having to switch between apps without being able to keep them open at the same time.
- Screen space: 14% of Europeans say they'd like bigger screens. Interestingly, 13% say they are often switching to devices with bigger screens to finish tasks they started on their phones.
- Privacy: Over 27% of Europeans say they've stopped using mobile banking apps in public or altogether out of fear of someone spying on their screens.
Samsung's survey also claims the following: The focus on how a phone fits into everyday life is shaping what people look for when choosing their next device.
- 22% say speed and performance are their top priority once the basics are covered.
- 20% want to do more without having to adopt a larger display.
- 15% of European phone users want thinner, more portable phones.
- 23% say that the right feature for something they regularly do on their phones could make them consider switching to a different kind of device.
- 18% say greater privacy is encouraging.
- 21% of young adults, 25-23-year-olds, would consider a regular-sized phone that unfolds into a tablet.
- 23% say a lighter or thinner phone could make them switch.
In the end, the study highlights the fact that different lives call for different phones. Thankfully, Samsung's portfolio is rich enough to cover most angles.
The company's top recommendations for these phone users in Europe include the Galaxy S26 Ultra for its built-in Privacy Display feature, the Galaxy Z Flip 8 for people who want to express themselves, the Galaxy Z Fold 8 for a balanced immersive experience, and the Galaxy Z Fold 8 Ultra for superior multitasking.
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