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Samsung Trend Radar 2025: How Technology Redefines the Olympic Games Experience for Italians
Italy on December 11, 2025
Ahead of the Olympic Winter Games Milano Cortina 2026, Samsung Electronics Italy released the latest Samsung Trend Radar, highlighting how technology is shaping Italians’ expectations for the event. According to the report, 77% of Italians take pride in the Olympic Games being held in Italy, and 60% expect long-term regional benefits.
The study shows how Italians associate the Olympic Games with values such as commitment (50%), national pride (47%) and unity (46%). Athletes are seen as symbols of determination (46%) and as positive role models for younger generations (40%). These themes increasingly connect with technology, which is expanding how sports stories are accessed and shared.
Technology has become central to how Italians follow the Winter Olympics. Many now watch the Olympic Games using smartphones and tablets, and nearly half (46%) feel they no longer need live broadcasts to stay updated. Respondents also express strong interest in digital features for the event, including an official app with real-time notifications (64%), augmented-reality experiences (57%) and virtual-reality experiences (52%). These preferences show that younger audiences now seek more immersive and creative ways to enjoy the competitions.
New consumption habits have turned sport into an ongoing experience. On-demand replays are seen as essential, while short, shareable clips have become a preferred format for many (26%) — especially among millennials (35%) and Gen Z (32%). This shift reflects broader changes in how sports content is discovered, consumed and shared across platforms.
Within this evolving landscape, Galaxy Z Flip7 is spotlighted as an ideal mobile companion for experiencing and capturing the excitement of the Olympic Games. Its foldable design and FlexMode allow users to record moments from various angles, supporting both storytelling and spontaneous sharing at ceremonies, training sessions and behind-the-scenes moments.
As Italy prepares for the Olympic Winter Games Milano Cortina 2026, Samsung’s Trend Radar report underscores how innovation is reshaping national engagement. Building on this vision, Samsung will continue to shape how people connect, strengthen inclusivity and enrich shared enjoyment, reinforcing the Olympic Games as a symbol of progress and athletic excellence.
