As smart technology and AI become increasingly integrated into our daily lives, new research finds that nearly 9 out of 10 Brits (89%) express concerns about their privacy.

But, for the majority of consumers, these concerns stop at their phones – despite other smart devices in the home also collecting personal data and being just as vulnerable to threats.

This new research from Samsung Electronics, which surveyed over 8,000 Millennial and Gen Z respondents across Europe, including the UK, reveals that over a quarter (28%) of young Brits never think about the security of their smart appliances. In contrast, 1 in 2 (53%) think about the privacy of their mobile phones every day – a worrying blind spot given how connected our smart devices have become, and with the number of smart homes in Europe expected to surpass 100 million by 2028.^[1]

The research highlights how managing privacy can feel overwhelming for many – with over 1 in 10 (14%) of those surveyed saying it’s too complex, and 7 in 10 (70%) finding it stressful. Within Europe, Spain tops the list of countries where people find managing their privacy the most stressful (88%), followed by Greece (87%) and France (75%) and Italy (75%).

Privacy concerns among Brits are wide-ranging – from fears of financial theft (73%) to unease about metadata being used to identify them (61%).

The findings point to a deep education gap when it comes to privacy. Many want to take control of their data when it comes to their technology. In fact, almost 8 in 10 (78%) put such considerations front and centre at point of purchase, alongside their familiarity with the brand. Yet despite rising awareness, many still feel unequipped to take meaningful action:

• Only 22% say they feel ‘very’ knowledgeable about privacy
• Just over half (54%) are aware of the data their apps and devices collect about them
• 3 in 10 (28%) accept default settings on apps without fully understanding them
• Almost 6 in 10 (57%) feel they can never be fully in control of their privacy across their devices
• 7 in 10 (70%) are calling for better education on data and privacy
• Over 1 in 10 (14%) consumers say they trust brands to take the protection of their data seriously

These fears are holding UK consumers back from harnessing the full potential of the latest technology. 1 in 5 (18%) haven’t shared data between smart devices in the past year due to security fears—showing that Brits aren’t taking full advantage of connected living, and the enhanced lifestyle benefits it can bring.

Yet two thirds say they would be more open to fully embracing AI and smart-home technology if they better understood the benefits to their lifestyle (67%) and felt confident their data was secure (67%). From real-time smart home updates (15%) to personalised shopping discounts (15%), job opportunities (14%) and tailored fitness and health suggestions (14%), many recognise that they are missing out on everyday enhancements due to concerns around how their data is handled.

In light of these findings, Samsung is reinforcing its commitment to empowering users with strong safeguards and transparent privacy controls in an increasingly AI-driven world.

Dr. Seungwon Shin, Corporate EVP & Head of Security Team, Device eXperience Business at Samsung Electronics said: “At Samsung, we believe true innovation starts with people – which is why we put privacy at the core of everything we do. This research highlights a growing trend: while consumers are proactive about managing privacy on their smartphones, they’re often overlooking the broader ecosystem of connected devices. It also reflects a hesitation to fully embrace AI-powered experiences, largely driven by uncertainty around data use.

As advocates for privacy-first design, we’re committed to earning trust through transparency, choice, and built-in protections. Everyone should be able to explore new AI capabilities with confidence, knowing their data is protected and they remain in control. That’s why we’re focused on putting privacy in the hands of users – where it belongs.”

At the heart of this mission is Samsung Knox, the company’s government-grade security platform that safeguards its smart home appliances^[2] and Galaxy devices. With the rise of connected living, Samsung is expanding Knox security across its ecosystem so users can enjoy smart appliances and AI-powered features with peace of mind^[3]

Knox Matrix is Samsung’s long-term vision for connected security—where devices in the same ecosystem work together to safeguard one another. Built on private blockchain technology and backed by future-ready protections like post-quantum cryptography^[4], Knox Matrix enables real-time, multi-device protection across smartphones, tablets, TVs, and more.

Complementing this is Knox Vault, which stores sensitive information like PINs, passwords and biometric data in a separate, hardware-based environment. This ensures that even if the main operating system is compromised, private information always stays protected.

With this layered security in place, users are empowered to manage their privacy across all their connected devices, making choices entirely on their own terms.

The research also shows that UK consumers want more than just promises—they’re seeking practical tools. 28% support clearer data usage policies, and almost the same amount value privacy information that’s simple and easy to understand (29%).

Recognising this need, Samsung is expanding its efforts to educate users and equip them with tools that put privacy into their hands across all Samsung devices. For more information on privacy, see here. For more information on the Samsung Knox security principles, see here.

[1]Research and Markets. (2024). Smart Homes and Home Automation Report 2024. Business Wire.

[2]Samsung Knox is applied to select appliances launched in 2018 and later.

[3]Samsung Knox Matrix cannot guarantee complete protection against all vulnerabilities within a user’s connected device ecosystem.

[4]Post-quantum cryptography is available on Galaxy S25 series.

“Galaxy S25 Edge redefines smartphone design, with no compromise on performance. It’s our slimmest S Series device yet, created with style and strength in mind. Featuring an iconic Galaxy AI-enabled camera, it opens up a world of creativity in a light, elegant form factor for customers wanting stylish design and the best features Galaxy has to offer,” said Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK & Ireland.

“Alongside S25 Edge, we are also launching our New Galaxy Club. This is designed to give customers more value and flexibility as they look to upgrade to the latest device and experience everything that Galaxy has to offer. To celebrate the launch of the New Galaxy Club, the first 2,500 members will receive a £100 introductory offer that can be used towards purchase of Galaxy S25 Edge^[1]“

Exceptionally Sleek and Strong Design

With a thin 5.8mm chassis, Galaxy S25 Edge is a remarkable feat of engineering that reimagines nearly every element of smartphone design for an even more compact and convenient experience. Its refined frame bridges form and function at just 163 grams, taking slim smartphones to the next level while staying true to the Galaxy S series’ unified design.

Alongside its streamlined silhouette comes exceptional resilience. The optimally curved edges and sturdy titanium frame offer enduring protection for everyday use. The latest Corning® Gorilla® Glass Ceramic 2, a new glass ceramic offering that delivers engineered resilience, is used for the front display to yield both vibrancy and strength on Galaxy S25 Edge.

Dynamic Creativity with a Pocketable 200MP Camera

The slim and light design of Galaxy S25 Edge makes it easier than ever for users to capture memorable moments and express their creativity anytime, anywhere. The 200MP wide lens upholds the Galaxy S series’ iconic camera experience while taking Nightography to a new level. Thanks to its ultra-high resolution, users get sharper photos while maintaining clearer shots with large pixel size —capturing images with over 44% improved brightness^[2] in low-light environments. The 12MP ultra-wide sensor features autofocus, which powers crisp, detailed macro photography for even more creative flexibility.

Galaxy S25 Edge benefits from the same ProVisual Engine that was optimised for Galaxy S25 with pro-grade enhancements, like ensuring sharp details for clothes or plants and natural, true-to-life skin tone in portraits. Galaxy AI-powered editing features, including fan-favorites like Audio Eraser^[3] and Drawing Assist^[4] are all brought over from the Galaxy S25 series, pairing advanced creative and editing tools with a never-before-seen slim form factor.

Peak Performance Expertly Configured in Ultra-Slim Housing

Galaxy S25 Edge is built to deliver premium performance, starting with the Snapdragon 8 ® Elite Mobile Platform for Galaxy, the same processor available in all Galaxy S25 series devices globally. Customised by Qualcomm Technologies, Inc., the chipset powers Galaxy S25 Edge’s on-device AI processing capabilities and offers reliably fast performance all day. Galaxy S25 Edge also keeps its cool under sustained use thanks to a reconfigured vapor chamber that is now thinner, yet broader for steady heat dissipation.

Matching the Galaxy S series’ renowned performance standards, Galaxy S25 Edge features advanced, efficient AI image processing with ProScaler^[5], which delivers a 43% improvement^[6] in display image scaling quality, while incorporating Samsung’s customised mobile Digital Natural Image engine (mDNIe).

A Trusted Companion with Galaxy AI

Integrating Galaxy AI at nearly every touchpoint, Galaxy S25 Edge offers our most natural and context-aware mobile AI experiences yet. Users get personalised, multimodal AI capabilities with peace of mind that their personal data is always safe.

Mirroring the broader Galaxy S25 series, Galaxy S25 Edge integrates AI agents that work seamlessly across multiple apps, helping as a true AI companion to get things done more easily. Galaxy AI also gets better at integrating with daily routines. Now Brief and Now Bar^[7] include third-party app integrations for greater convenience and helpful reminders during everyday commuting, dining and more.

Thanks to Galaxy’s deep integration with Google, Galaxy S25 Edge brings Gemini’s latest advancements to more users. For example, with Gemini Live’s^[8] new camera and screen sharing abilities, users can show Gemini Live what they see on their screen or in the world around them while simultaneously interacting with it in a live conversation.

Experiences powered by Galaxy AI on Galaxy S25 Edge aren’t just convenient—they’re designed with privacy at the core. On-device AI processing ensures data is kept secure by Samsung Knox Vault, continuing Samsung’s unwavering commitment to ensure hyper-personalised mobile experiences never sacrifice privacy.

Rooted in craftsmanship and driven by performance, Galaxy S25 Edge delivers pro-level photography, personalised AI experiences, and more. It goes beyond a slim form factor to challenge expectations for what a smartphone can be.

Availability

The Galaxy S25 Edge will be available for pre-order from today (13^th May) and widely available in operators, retailers and on samsung.com from 30^th May.

Galaxy S25 Edge will be available in a captivating range of colours, including Titanium Silver, Titanium Jetblack and Titanium Icyblue.

Customers who pre-order Galaxy S25 Edge from selected retailers can double their storage for the same price.^[9]

New Galaxy Club

New Galaxy Club is an exclusive upgrade and rewards programme, offering customers exclusive benefits when purchasing their next Galaxy device, including the latest Galaxy S25 Edge. Members can enjoy:

• • Introductory Offer with Klarna: The first 2,500 New Galaxy Club customers will enjoy an exclusive £100 Klarna voucher, automatically added to the basket when purchasing with New Galaxy Club^[1]

• • 0% Finance Over 24 Months: Spread the cost with 0% interest, plus just a 10% upfront deposit^[10]

• • Ability to Upgrade at Month 12: Guarantee of 50% return of overall value when you upgrade between 12 – 15 months of your credit agreement (from the date you entered the agreement)^[11]

• • Samsung Care+ Accidental Damage Protection: Members can select 2 years of Samsung Care+ Accidental Damage Cover (worth £179)^[12]

• • ‘Explore Galaxy’ Voucher: Receive a £50 voucher towards the next Samsung.com purchase when spending £150 or more^[13]

• • Refer a Friend: Share the experience with three £50 vouchers to pass on to friends or family, redeemable at Samsung.com when purchasing with the New Galaxy Club^[14]

Pricing

Galaxy S25 Edge RRP

• 256 GB – £1099
• 512GB – £1199

For more information about Galaxy S25 Edge and the Galaxy S25 series, please visit: Samsung Newsroom, SamsungMobilePress.com or Samsung.com.

SPECIFICATION TABLE

*Specifications may vary by market.

*All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice.

[1] Purchase through New Galaxy Club at samsung.com by 29.05.25. Discount automatically applied at checkout. Limited to the first 2500 customers only. 18+ UK only. New Galaxy Club membership is subject to status and credit check, and involves entering into a credit agreement. Minimum 10% payment upfront required, followed by 24 fixed monthly payments. Charges may apply if your device is not in good working condition when it is bought back, as set out in the full T&Cs. Samsung Electronics (UK) Limited (Registered no: 03086621), registered at Samsung House, 2000 Hillswood Drive, Chertsey, Surrey KT16 0RS, United Kingdom acts as a credit broker and not a lender, offering credit products provided by a limited number of finance providers, including Klarna Financial Services UK Limited. (company number 14290857) authorised and regulated by the FCA (firm reference number 987889) who acts as lender. Please note that Pay in 3 instalments and Pay in 30 days agreements are not regulated by the FCA. Finance is only available to permanent UK residents aged 18+, subject to status, T&Cs and late fees apply. Klarna.com/uk/terms-and-conditions.

[2] Compared to Galaxy S25.

[3]  Samsung account login required. Six types of sound can be detected; voices, music, wind, nature, crowd and noise. Results may vary depending on audio source & condition of the video.

[4]  Requires a network connection and Samsung account login. Visible watermark is overlaid on the image to indicate that the image output is generated by AI. Accuracy of output not guaranteed.

[5] ProScaler feature is supported on Galaxy S25+, Edge and Ultra models. Image quality can be enhanced up to QHD+, depending on the screen resolution setting of the device.

[6] Compared to Galaxy S24 series. Based on PSNR (Peak Signal-to-Noise Ratio) test.

[7]  Samsung account login and network connection required.

[8] Check responses for accuracy. Compatible with certain features and accounts. Internet connection required. Available in select countries and to users 18+.

[9] Operates as a price discount: Pre-order the larger storage variant (512GB) by 29.05.25 and pay the future price of the smaller storage variant (256GB).

[10] 10% upfront deposit, then 24 monthly payments

[11] Samsung will guarantee 50% of the original price you paid for your device when you purchased between month 12 and 15 of your finance contract from the date you entered into your credit agreement. This will be paid through a combination of settling the remaining balance of your loan and refunding or crediting you the difference. After month 15, we will only pay off your remaining loan balance if you upgrade

[12] Samsung Care+ is underwritten by Assurant General Insurance Limited which is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority, Financial Services Register No. 202735. Assurant General Insurance Limited is registered in England & Wales No. 2341082. Registered Office: Emerald Buildings, Westmere Drive, Crewe, Cheshire, CW1 6UN

[13]  Purchase from Samsung.com by 30.09.25. Apply code at checkout to redeem. Code can be used on purchases of any smartphone, tablet, laptop, wearable, or accessory worth £150 or more. Code valid for one single use, has no cash value, and is non-transferrable.

[14]  Purchase through New Galaxy Club at samsung.com by 30.09.25. Apply code at checkout to redeem. Codes can be shared with up to 3 friends or family members. 18+ UK only. New Galaxy Club membership is subject to status and credit check, and involves entering into a credit agreement. Minimum 10% payment upfront required, followed by 24 fixed monthly payments. Charges may apply if your device is not in good working condition when it is bought back, as set out in the full T&Cs. Samsung Electronics (UK) Limited (Registered no: 03086621), registered at Samsung House, 2000 Hillswood Drive, Chertsey, Surrey KT16 0RS, United Kingdom acts as a credit broker and not a lender, offering credit products provided by a limited number of finance providers, including Klarna Financial Services UK Limited. (company number 14290857) authorised and regulated by the FCA (firm reference number 987889) who acts as lender. Please note that Pay in 3 instalments and Pay in 30 days agreements are not regulated by the FCA. Finance is only available to permanent UK residents aged 18+, subject to status, T&Cs and late fees apply. Klarna.com/uk/terms-and-conditions.

LONDON, U.K, – November 2024 – Today, Samsung Electronics Co., Ltd, announces the launch of the new Galaxy A16 5G and LTE, the latest exciting additions to the A Series mobile device line-up. With its large immersive display, powerful triple camera and built-in security via Samsung Knox Vault, the new Galaxy A16 series delivers an unmatched user experience.

Ideal for movie lovers and gamers alike, the new Galaxy A16 5G and LTE feature expansive 6.7-inch displays with minimised bezels, perfect for binge-watching shows or venturing into the latest in mobile gaming. With the Super AMOLED display, users can enjoy vivid, true-to-life colours with every scene, while the 90Hz refresh rate enables smooth scene-to-scene transitions for a more immersive viewing experience.

The Galaxy A16 series is designed for visual storytellers, with both devices featuring a versatile, high-resolution triple camera that allows users to capture everyday moments in mind-blowing detail. The 5MP Ultra-Wide Camera is perfect for shooting breath taking landscapes, while the 13MP Front Cameras enable users to snap studio-grade selfies. The 50MP main camera is crafted to record every moment, whether in photo or video, with the highest definition, and offer instant editing suggestions to help users perfect their shots on-the-go.

The new devices feature a sleek design, with a slimmer 7.9mm form factor. They are also complete with new IP54 protection. The Galaxy A16 5G and LTE are both designed for power efficiency and seamless video playback. Enjoy what you love without worrying about battery life: With a 5,000mAh battery, Galaxy A16 5G provides incredible battery life on a single charge. And with 25W Super Fast Charging, you can get back to action in a flash.

The Galaxy A16 series uses Samsung Knox Vault, a trusted protection that physically isolates your PINs, passwords, and other personal data from unauthorised access by hackers. Samsung Knox Vault shields users’ personal information in tamper-resistant hardware, ensuring it stays safe from potential threats. The new devices also come with 6 generations of OS updates and 6 years of security updates, ensuring your device stays safe and up to date.

Availability & pricing

The new Galaxy A16 5G and LTE are the latest devices in the A Series line-up. Galaxy A16 5G is available now in retail stores and on Samsung.com for £199. Galaxy A16 LTE will be available from 20^th November 2024 for £169.

On Samsung.com or from selected retailers, customers who buy the new Galaxy A16 5G between 18^th October – 19^th November 2024 or Galaxy A16 LTE between 20^th November – 22^nd December 2024, will also receive a Smart Tag 2 with their purchase.

Please visit here Samsung.com/uk/ for more information.

LONDON, United Kingdom – March 11, 2024 – Samsung Electronics Co., Ltd. today unveiled the Galaxy A55 5G and Galaxy A35 5G, two smartphones that demonstrate Samsung’s ongoing commitment to making the best of mobile innovations available to everyone. Both devices come with extensive security features such as Knox Vault, as well as new photography capabilities inspired by Samsung Galaxy’s flagship camera innovations and a stunning display that adjusts to users’ surroundings with Vision Booster.

“Our ambition is to bring the latest technologies to everyone,” said James Kitto, Vice President and Head of MX Division, Samsung UK and Ireland. “We’re really pleased to be opening up even more possibilities on our competitively priced Galaxy A series devices, including offering Samsung Knox Vault for the first time on this line-up, meaning that users can enjoy our outstanding mobile experiences with even more confidence and security.”

An Entertainment and Creativity Hub with Versatile Photography and Stunning Display

With enhanced Nightography, the Samsung Galaxy A55 5G takes clearer and more vibrant photos even in poor lighting conditions. That means every nighttime photo can reach epic new levels. Galaxy A55 5G’s advanced AI Image Signal Processing (ISP) produces stunning low-light images never seen before on Galaxy A series. It’s not just scenery that looks amazing. Night Portrait mode and 12-bit HDR video ensure the people in every image look great so that capturing memories with friends and family is never dependent on the perfect lighting.

Both Galaxy A55 5G and Galaxy A35 5G offer the incredible photography capabilities that Samsung Galaxy is renowned for, including features such as optical image stabilisation (OIS) and video digital image stabilisation (VDIS) that keep photos and videos crisp even when filming on the go.

The new devices also continue the Galaxy A series’ tradition of making fun and immersive mobile experiences accessible to all. Users can enjoy watching the latest shows or browsing social media with Super AMOLED displays, showing astonishing clarity in Full High Definition. They can also count on the 6.6-inch^[1] screen on both the Galaxy A55 5G and Galaxy A35 5G looking clear and bright in a range of light conditions thanks to Vision Booster. Users can also enjoy their content for longer with both devices supported by a 5000 mAh^[2] battery for two-day battery life^[3].

Democratising Samsung’s Most Powerful Security Innovations to Intelligently Protect More Customers for Longer

This year, Samsung is bringing one of its most innovative flagship security features, Samsung Knox Vault, to Galaxy A series users for the very first time, including on the new Galaxy A55 5G and Galaxy A35 5G. A hardware-based and tamper-resistant security solution, Samsung Knox Vault offers comprehensive protection against both hardware and software attacks by constructing a secure execution environment that is physically isolated from the system’s main processor and memory. It can help protect the most critical data on a device, including lock screen credentials, such as PIN codes, passwords and patterns. Samsung Knox Vault also protects device encryption keys, encrypting users’ private data stored in the device. Only a user who has the correct lock screen credentials can access their data, even if the device is lost or stolen.

The Samsung Galaxy A55 5G and Galaxy A35 5G are also secured by Samsung Knox, Samsung Galaxy’s multi-layer security platform. One of the most trusted security platforms in the world, Samsung Knox is designed to safeguard critical information and protect against vulnerabilities with end-to-end secure hardware, real-time threat detection and collaborative protection, taking a holistic approach across the entire Galaxy ecosystem.

For even more ways to stay protected, the Samsung Galaxy A series offers Auto Blocker, an opt-in package of additional security measures. When switched on, Auto Blocker can block app installations from unauthorised sources, provide app security checks to scan for potential malware and block potentially malicious commands and software installations to your device while connected by USB cable. New Galaxy A series users will also have access to Galaxy’s Security and Privacy Dashboard, making it easier than ever to see and control what is happening to their data and withdraw any permissions whenever they choose. They can also enjoy Private Sharing (part of Quick Share), which enables the secure and encrypted sharing of private files containing important personal or financial information. To ensure confidentiality, users can control the recipient’s access permissions and the file’s expiration date, while also choosing to limit screenshots or downloads.

The new Galaxy A series smartphones demonstrate Samsung’s commitment to ensure Galaxy devices remain secure and up-to-date for longer. With the Galaxy A55 5G and Galaxy A35 5G, users will continue to benefit from up to four generations of Android OS and One UI upgrades and five years of security updates, optimising the lifecycle of the devices by keeping them equipped with all the latest Galaxy and Android features.

Seamless Connection with the Ever-Expanding Samsung Galaxy Ecosystem

The Samsung Galaxy A55 5G and Galaxy A35 5G are fully compatible with the Galaxy ecosystem giving users a smooth and integrated experience across a range of Galaxy devices. Users can keep up with their fitness goals by connecting Galaxy Watch6 to their Galaxy A series smartphone. And, thanks to Auto Switch, incoming calls will be automatically switched to connected Galaxy Buds FE for enhanced convenience.

Availability

The Galaxy A55 5G and Galaxy A35 5G will be available in four colour options including, Awesome Ice Blue, Awesome Lemon, Awesome Lilac and Awesome Navy. Both will be available from 20^th March in operators, retailers and on samsung.com.

Samsung Galaxy A55 5G RRP:

• 8GB Memory + 128GB Storage, £439
• 8GB Memory + 256GB Storage, £489

Samsung Galaxy A35 5G RRP:

• 8GB Memory + 128GB Storage, £339
• 8GB Memory + 256GB Storage, £389

To find out more about the Samsung Galaxy A55 5G, Galaxy A35 5G and other Galaxy smartphones, please visit: Samsung Newsroom UK, Samsung Mobile Press and Samsung.com.

Specifications:

*All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice.

[1] Measured diagonally, the screen size is 6.6-inch in the full rectangle and 6.4-inch with accounting for the rounded corners; actual viewable area is less due to the rounded corners and camera hole.

[2] Typical value tested under third-party laboratory conditions. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Rated (minimum) capacity is 4,905mAh. Actual battery life may vary depending on network environment, usage patterns and other factors

[3] Actual battery life varies by network environment, features and apps used, frequency of calls and messages, the number of times charged, and many other factors. Estimated against the average usage profile compiled by UX Connect Research. Independently assessed by UX Connect Research between 2024. 01.11-2024.01.20 in UK with pre-release versions of SM-A556 under default setting using LTE and 5G Sub6 networks. NOT tested under 5Gmm Wave network.