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Samsung’s October 2026 survey points to a mix of practical needs and personal ambitions: respondents want better speed, fewer everyday frustrations and phones that fit the activities they hope to pursue. Charging too often was the most frequently cited major frustration in the UK release, while speed and performance led stated priorities for a future purchase. The findings are self-reported opinions from 5,001 adults in France, Germany, Italy, Spain and the UK—not a measure of actual buying behaviour or proof that a particular phone performs better.
What Samsung’s survey says people want from a smartphone
Samsung says 66% of respondents chose their current smartphone with at least one interest they wanted to pursue in mind. The combined figure covers interests including entertainment, side hustles or personal projects, gaming, travel and content creation. The result suggests that respondents may consider what they want to do next as well as how they use a phone today; it does not establish that those interests drove a purchase.
Ambition and self-expression also show up in the responses. Samsung reports that 46% consider their ambitions when choosing technology, 24% say their choices are primarily shaped by the life they aspire to lead, and 28% chose their current phone to better reflect their personal style. These are distinct survey findings and should not be treated as interchangeable measures.
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Everyday frustrations respondents reported
The survey also asked about friction in daily phone use. Charging too often was the most frequently cited major frustration in Samsung’s UK release. Respondents also mentioned managing several apps, limited screen space and privacy when using a phone in public.
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| Reported issue | Share of respondents | What the result describes |
|---|---|---|
| Having to charge the phone too often | 36% | A major frustration respondents reported |
| Switching between apps to complete a task rather than keeping what they need open together | 18% | Frustration with completing a task across apps |
| Not always having enough screen space | 14% | Reported screen-space concern |
| Needing to switch to a larger-screen device to finish something started on a phone | 13% | Reported need to move a phone-started task to a larger display |
| Stopping or avoiding online or mobile banking in public because someone nearby might see the screen | 27% | Self-reported behaviour related to screen visibility, not proof of a specific financial outcome |
The app-switching and screen-space figures describe different problems: one is about moving between apps, while the other concerns the size of the display or moving a task to a larger-screen device. The public-banking response reports what people said they had done or avoided; it does not establish that a particular exposure or financial loss occurred.
What respondents say they want in a future phone
After basic smartphone needs, speed and performance were the leading stated priorities for a future purchase, at 22%. Other responses point to a desire to do more on a phone without moving to a larger-screen device, as well as interest in thinner, more portable designs.
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| Future-purchase response | Share |
|---|---|
| Speed or performance, after the basics | 22% |
| Doing more without moving to a larger-screen device | 20% |
| A thinner, more portable design | 15% |
Some respondents said a feature suited to something they regularly do could make them more open to a different type of smartphone (23%). Another 18% cited greater privacy around other people as a reason to consider a different type. These figures indicate stated openness, not a forecast of purchases or evidence that a particular form factor will meet those needs.
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Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstallWhat younger respondents said about alternative designs
Among respondents aged 25–34, 21% said they would consider a regular-sized phone that unfolds into a small tablet. In the same age group, 23% said a lighter or thinner phone suited to their lifestyle could make them reconsider their usual choice. These are expressions of willingness to consider alternatives, not predicted sales or proof of demand for a specific model.
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How to interpret the results—and a figure that differs by country page
Censuswide conducted the survey for Samsung between September 25 and September 30, 2026. Samsung’s UK release describes 5,001 consumers aged 18 and over in France, Germany, Italy, Spain and the UK. Samsung says Censuswide is a Market Research Society and British Polling Council member and a signatory of the Global Data Quality Pledge, and that it follows the MRS Code of Conduct and ESOMAR principles. The release does not provide a margin of error or the full questionnaire, so the percentages should be read as the survey responses Samsung reports rather than as independently verified measures of all European consumers.
There is also a difference between Samsung’s localized releases on the headline interest finding: the UK page says 66% chose their current phone with at least one interest they wanted to pursue in mind, while the Belgian page says 69% chose it with at least one interest they wanted to develop. Both pages describe a 5,001-person survey and September 25–30 fieldwork; the reason for the difference is not given. This article uses the UK release’s 66% figure and does not combine it with the Belgian result. The Belgian page is available at Samsung Newsroom Belgium.
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- YOUR CONTENT, SUPER SMOOTH: The ultra-clear 6.7" FHD+ Super AMOLED display of Galaxy A17 5G helps bring your content to life, whether you're scrolling through recipes or video chatting with loved ones.¹
- LIVE FAST. CHARGE FASTER: Focus more on the moment and less on your battery percentage with Galaxy A17 5G. Super Fast Charging powers up your battery so you can get back to life sooner.²
- MEMORIES MADE PICTURE PERFECT: Capture every angle in stunning clarity, from wide family photos to close-ups of friends, with the triple-lens camera on Galaxy A17 5G.
- NEED MORE STORAGE? WE HAVE YOU COVERED: With an improved 2TB of expandable storage, Galaxy A17 5G makes it easy to keep cherished photos, videos and important files readily accessible whenever you need them.³
- BUILT TO LAST: With an improved IP54 rating, Galaxy A17 5G is even more durable than before.⁴ It’s built to resist splashes and dust and comes with a stronger yet slimmer Gorilla Glass Victus front and Glass Fiber Reinforced Polymer back.
Samsung Europe Chief Marketing Officer Benjamin Braun framed the results as a case for phones that reduce daily friction and support individual priorities. That is Samsung’s spokesperson interpretation, not an independent conclusion drawn from the survey. The October results are also separate from Samsung’s July 2026 screen-space study; its sample and subject differ, so its figures should not be merged with this survey.
Source
Samsung Newsroom U.K., “What Europeans Really Want From Their Next Smartphone,” October 13, 2026. The separate July study is described in Samsung Newsroom U.K.’s July 21, 2026 release.
Quick Recap
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- Please note, this device does not support E-SIM; This 4G model is compatible with all GSM networks worldwide outside of the U.S. In the US, ONLY compatible with T-Mobile and their MVNO's (Metro and Standup). It will NOT work with other CDMA carriers, and it is also not compatible with their MVNO (Visible, Xfinity Mobile, US Mobile, Cricket Wireless, etc).
- Compatibility with certain third-party devices and accessibility accessories, including some hearing aids, may vary depending on manufacturer support, Bluetooth protocols, software compatibility, and regional firmware limitations. For additional hearing aid compatibility information, please refer to Samsung’s official support documentation.
- Camera: 50 MP, f/1.8, (wide), 1/2.76", 0.64µm, AF | 50 MP, f/1.8, (wide), 1/2.76", 0.64µm, AF | 2 MP, f/2.4, (macro). Battery: 5000 mAh, non-removable | A power adapter is NOT included.
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