It can be tempting to stick with what we know, even when something better could be out there. But new research commissioned by Samsung UK for Galaxy Z Fold8 reveals that taking the plunge can be worth it, with many Brits finding that making a change feels better than they expected.

A poll of 2,000 adults¹ found that 63% have kept possessions, habits or commitments beyond their useful life, while 42% have stayed with something longer because it felt easier to do nothing. Yet when people do make a change they’ve been putting off, the experience can be a positive one.

Among those who had delayed a change before eventually making it, 43% wished they’d done it sooner, 38% felt relieved to have made the change and 36% wondered why they’d waited so long. Almost a third (30%) felt happier with their decision than they’d expected, while 28% found the change easier than anticipated and nearly all (93%) stating they had no regrets.

The findings suggest that the uncertainty before a change can be a significant barrier, even when the outcome turns out better than expected.

And it’s not just the big decisions we put off. More than a quarter (27%) have held onto a mobile phone or brand for longer than necessary, while 56% admit to having a designated drawer for old tech, including phones, tablets and charging cables. A further 32% say they find it difficult to replace something familiar with something new.

The research also reveals how familiarity can influence decisions about changing phones. Of those who stick with the same phone brand or type because it feels familiar or easier, 53% gave little or no thought to whether a different option might suit them better.

Yet the experience of switching suggests there can be benefits to exploring something new. More than half (54%) of respondents said they were glad they had switched to a different phone brand or type, while 52% said their new phone better suited their needs. Almost half (48%) found switching easier than expected, and 35% wished they had made the change sooner.

So why do we find it so difficult to move on, even when something may no longer be right for us?

Nicole Everingham, Accredited Relationship Coach, explains: “We’re often drawn to what feels familiar, even when it isn’t necessarily making us happy. Change brings uncertainty, effort and the possibility of regret, while staying where we are can feel like the safer option. Sometimes, we become so accustomed to a situation rather than questioning whether something different might suit us better.

“This can be particularly true in relationships, where we’re not just attached to a person or a routine, but also to the time and energy we’ve invested. We can end up holding onto what we hoped it would become, rather than looking at whether it’s meeting our needs today.”

The findings show how difficult it can be to call time. Almost half (47%) say they have stayed with something for longer than they should have, while 40% have stayed in a job or career and 36% have held onto a friendship for too long.

Of those who stayed in a relationship longer than they wanted to, 46% hoped things would improve, while 35% said leaving felt harder than staying. The same proportion cited comfort or familiarity as a reason they found it difficult to leave.

Our attachment to the familiar extends to the things we own, too. More than half (52%) say they hold onto things because they might need them one day, while 47% keep possessions because they still work and 40% because they have sentimental value. Meanwhile, 41% admit to putting off making a decision.

So what gives us the confidence to make a change? For 43%, knowing that a replacement is genuinely better would make them more likely to let go of what they have.

When it comes to phones, knowing a different option would better suit their needs and lifestyle would encourage 30% to consider switching brands or types. The same proportion said knowing the process would be quick and easy, including transferring data, apps and contacts, would make them more likely to make the change. A further 35% said confidence in a new phone’s reliability and durability would encourage them to consider switching.

Nicole adds: “Making a change can feel daunting, but once we’ve made a decision, there’s often a real sense of relief. We no longer have to carry the weight of being stuck between different options. Even when the future is uncertain, taking action can restore a sense of confidence and control. Sometimes we don’t realise just how much energy staying put was costing us until we finally move forward.”

For Samsung, the findings come amid growing momentum for its foldable smartphones, which offer consumers a different type of phone experience.

Charlie Nordfeldt, Director of Media and Marcomms, Mobile Division, Samsung Electronics UK & Ireland, said: “It’s easy to get comfortable with what we know, but there are billions of reasons to try something new. We’re seeing real momentum behind our foldables since the launch of the Galaxy Z Fold8 with Google searches up 300%, suggesting people are actively considering making a switch.  

“Galaxy Z Fold8 brings together a bigger screen, a thin and light design and new ways to experience your phone. And switching doesn’t have to mean starting from scratch. With Smart Switch making it easy to transfer your data, apps and contacts, moving to a new Galaxy device can be simpler than you think.”

With Galaxy Z Fold8, Samsung continues to refine the foldable experience, bringing together a distinctive form factor and a design made for everyday discovery. With billions of reasons to try and Smart Switch helping make the move easier, now could be the time to explore what a different phone brand or type has to offer.

TOP 10: THE THINGS BRITS HOLD ONTO FOR TOO LONG

• A romantic relationship
• A job or career
• Worn-out underwear
• A friendship
• Instruction booklets for products they no longer own
• Mystery keys they no longer recognise
• A living situation or home
• A mobile phone
• A subscription or membership
• Chipped mugs

1. Research conducted by OnePoll on behalf of Samsung in October 2026 ︎

From clocking a coat on the commute to pausing a TV show for a closer look at a standout outfit, Britain is becoming a nation of “outfit detectives”, according to new research.

While social feeds and screen style still play a role, everyday encounters are becoming a major part of how Brits discover new looks, with real-life outfits now sparking the kind of fashion curiosity once reserved for celebrities and influencers.

The research of 2,000 Brits, commissioned mark the launch of the Samsung Galaxy Z Fold8, explores the modern habit of spotting a style detail, saving it and searching for ways to recreate it later, with a third (30%) of the nation admitting they often see an item and instantly want to find out where it’s from.

The research reveals just how far Brits will go to track down a look they love, spending an average of an hour and 14 minutes searching for a specific item, while over two fifths (41%) admit to envying a stranger’s look. It’s a familiar fashion hunt that Circle to Search with Google can simplify, helping people move from spotting a look to finding it in the moment.

Inspiration is coming from everywhere, from social media (25%) and friends and family (21%) to TV shows and films (20%) and street style (18%). Among Millennials and Gen Z specifically, even spotting fashion on the commute (21%) and in the office (19%) are shaping what they wear.

Social media has also become a personal style archive, with a quarter (25%) of us saving posts, screenshots or images of outfits they’d like to recreate or shop for later, rising to over half (57%) of Gen Z and two in five (40%) of Millennials.

But while over half (52%) admit they’d feel uncomfortable asking a stranger where a look was from, 41% say they’d see it as a compliment if someone asked them the same question. Instead, 30% would rather turn to the internet and try to describe the item than ask someone directly.

Samsung has teamed up with radio presenter and fashion icon Mollie King for a new London street style video, taking to the capital’s streets to explore the looks, trends and real-life inspiration shaping how people dress.

The campaign taps into the nation’s love of playing fashion detective, showing how Circle to Search with Google can help uncover the details behind the looks that catch our eye. On the Galaxy Z Fold8’s expansive screen, users can track down individual pieces, explore similar styles and compare finds side by side.

Mollie King said: “I’ve always loved how personal style can say so much about someone before they’ve even spoken. We’ve all had those moments where you spot an amazing outfit and immediately want to know where it’s from, so taking to the streets of London and turning that curiosity into simple, easy fashion discovery was a really lovely way to bring that to life.”

With 51% of Brits saying they would love a device that could help them pinpoint where looks are from, the research suggests technology is becoming part of the modern style journey, helping people spot inspiration, search more intuitively and keep hold of the looks they want to revisit.

Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK and Ireland said:

“Our research shows Brits are spending serious time trying to track down specific fashion items. People no longer just want to admire the outfits they’re spotting on social media or on the street, they want to find those looks and make them their own.

“Using Circle to Search with Google you can go from spotting an outfit you love to discovering more about it and shopping the entire look in seconds. And with a bigger, more immersive screen, the Galaxy Z Fold8 gives you the space to explore, compare and shop styles more easily than ever before.”

For Brits who want to transfer their saved looks and style inspiration to a new phone, Smart Switch¹ makes it simple to bring everything over to Galaxy, from favourite apps and years of group chats to screenshots, photos, saved posts and shopping links, without cables or additional apps.

1. Wired transfers from iOS require the receiving device to have Android 17 or later and One UI 9 or later, and the second device to have iOS 26.6 or later. Transfers can be completed without a cable through a wireless connection. For wireless connections, the receiving device must have Android 17 or later and One UI 9 or later, and the sending device must have iOS 26.6 or later. Availability of eSIM transfer may vary by carrier. ︎

Smart Switch is Samsung’s data transfer app¹ that allows users to move contacts, photos, videos, messages, apps, settings and more from an Android or iOS device to a new Galaxy device.

With One UI 9 on the new eighth-generation Galaxy Z series, Smart Switch makes switching devices easier and more seamless than before. Quick Share has also been enhanced, making it easier to share files with friends, family and colleagues using different platforms.

Start Switching With Just a QR Code

With One UI 9, users no longer need to install the Smart Switch app separately on their iOS device. By simply scanning the QR code displayed on their new Galaxy, they can start transferring data through Smart Switch.

The updated Smart Switch also makes it easier to connect wirelessly. The two devices can connect without users needing to find the right cable or adapter before getting their new phone set up.

Bring More of Your Phone With You

With One UI 9, Smart Switch has expanded the types of data that can move from iOS devices to Galaxy. In addition to previously supported data such as photos, messages, contacts, calendars and apps, users can also transfer passwords and passkeys, call history, accessibility settings and eSIM information.

These may be less visible than a photo library, but they can make a big difference to how quickly a new device feels ready to use. A saved password means one less account to set up again. Bringing over accessibility settings can reduce the need to recreate a personalised experience. eSIM information can also be transferred, making it easier to continue using an existing mobile setup.

Make Galaxy Feel More Familiar

Whether switching to Galaxy Z Fold8 Ultra, Z Fold8 or Z Flip8, users can make their new device feel familiar from the start. Beyond transferring data, they can adjust key settings such as Swipe gestures and Home screen layout to suit the way they use their phone.

With the UI customisation app Good Lock, users can also personalise the Home screen, app switching and more, giving them greater freedom to use Galaxy in the way that works best for them.

For those switching from iOS to Galaxy, these options can help recreate familiar ways of navigating and organising their previous smartphone, reducing the adjustment that can come with moving to a new environment. This helps users settle into their new Galaxy more comfortably and naturally from the start.

Keep Sharing After the Switch

Changing smartphones does not mean everyone around a user changes theirs too.

Friends, family and colleagues may continue using different devices, which makes cross-platform sharing an important part of the experience long after setup is finished.

Devices running One UI 9 and One UI 8.5 can benefit from an enhanced cross-device sharing experience with Quick Share. With AirDrop compatibility, Quick Share makes it easier to share files between Galaxy and iOS devices².

Choosing a new smartphone should come down to the experience people want next. By simplifying how the switch begins, expanding what can move across and making it easier to keep sharing afterward, Samsung is reducing more of the practical barriers between smartphone ecosystems.

The result is a simpler way to move to Galaxy, while bringing more of what already matters along for the journey.

1. Switching to Galaxy is now easier than ever, thanks to a more seamless migration experience across a wider range of devices. With the updated Smart Switch, iOS users can scan a QR code on their current devices and wirelessly transfer data without downloading additional apps. Smart Switch can also bring over additional types of data including password and passkeys, call history, accessibility settings, eSIM data and more, helping reduce the time needed to set up a new device.  And with Quick Share’s new compatibility with AirDrop24, sharing files between iOS and Galaxy devices is now seamless in both directions ︎
2. Quick Share feature between Galaxy devices available with the following OS: smartphones and tablets with Android OS version 10.0 (Q) and One UI 2.1 or above, Galaxy Books released in 2020 or later. Requires Samsung Account and Wi-Fi and Bluetooth connection. To share with Apple devices, a Galaxy device with Quick Share app version 13.8.51.27 or later and Google Play services version 26.11.xx or later is required. As of July 2026, “Share with Apple devices” is supported on Galaxy S26 series, Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8 and will be expanded to select flagship models in the future. Galaxy S26 series requires a software update. Availability subject to change. Compatibility supported only by Google. Must be within Bluetooth distance. AirDrop® is a registered trademark of Apple Inc. Your phone may temporarily disconnect from Wi-Fi networks when searching for or sharing with iOS devices. Your phone may temporarily disconnect from Wi-Fi networks when searching for or sharing with Apple devices. ︎

Samsung offers a range of features designed to make switching simple whether you’re exploring Galaxy for the first time, setting up your new device, or just starting to use it day to day.

Try Galaxy – Test the Galaxy Experience Before You Switch

If you’re curious to see what Galaxy is all about, you can start by trying it on the device already in your hand. Try Galaxy^[1] lets you preview the latest One UI^[2] experience on your current phone. It simulates key features, so you can explore how Galaxy works before making the switch. You can get a feel for what it’s like to navigate, customise, and use a Galaxy device at your own pace.

Smart Switch – Bring Everything You Need with You

There’s nothing more frustrating than powering up your new phone only to realise you can’t find what you need. Smart Switch^[3] helps you move your contacts, photos, messages, apps, calendars, settings, and more from your old phone to your new Galaxy device.^[4] The improved experience is now faster. It walks you through everything step by step and you have the option to transfer wirelessly,^[5] with a cable, or from a cloud backup. That means you aren’t starting from scratch with your new phone, it’s already set up with the things you rely on, so you can pick up right where you left off.

Quick Share – Share Easily Across Devices

Need to send a file or photo to friends using different devices? Once you’re up and running with Galaxy you can take advantage of Quick Share, Samsung’s built-in file sharing feature that lets you send photos, videos, and other files seamlessly between Galaxy phones, tablets, and PCs. Plus, share files in full quality using nearby sharing, links, or QR codes across devices and ecosystems.

Quick Share also recognises nearby Apple devices, making it AirDrop capable,^[6] for a more seamless photo, video, and file transfer experience. That means you don’t have to think about who you’re sharing with — it just works.

Switching Made Easy

With the ability to test fan favorite features with Try Galaxy before you buy, keep the information that matters to you, and stay connected across ecosystems, the entire Galaxy onboarding experience is designed to be straightforward, so you don’t miss a beat.

Ready to explore something new? Discover the latest from Galaxy, including the new Galaxy S26 series, and see how easy it can be to make the switch at Samsung.com.

[1] Try Galaxy is available on supported Android OS smartphones with the latest version of Samsung Internet or Chrome browser, and iPhone 8 and above with the latest version of Safari or Chrome browser. iPhone and Safari are trademarks of Apple Inc.

[2] Phone features may differ depending on model. Network connection my effect experience. Try Galaxy is a simulation of Samsung’s One UI. Actual UX/UI on Samsung devices may differ. You are not accessing actual apps on your device’s functions or hardware when running this app.

[3] Wired transfers from Android devices require the receiving device to have Android 6.0 or later and the sending device to have Android 6.0 or later. Transfers can be completed without a cable through a wireless connection. For wireless connections, the receiving device must have Android 6.0 or later and the sending device must have Android 6.0 or later. Open Smart Switch Mobile in “Settings” on the receiving Galaxy device or download the Smart Switch Mobile app from the Galaxy Store. Data, content and apps available for transfer may vary by transmission method.

[4] Wired transfers from iOS require the receiving device to have Android 6.0 or later and the sending device to have iOS 5 or later. Transfers can be completed without a cable through a wireless connection or iCloud. For wireless connections, the receiving device must have Android 6.0 or later and the sending device must have iOS 12 or later. iCloud transfers require the receiving device to have Android 6.0 or later and the sending device to have iOS 5 or later. Open Smart Switch Mobile in “Settings” on the receiving Galaxy device or download the Smart Switch Mobile app from the Galaxy Store. For wireless transfers, download Smart Switch for iOS from the App Store on your iPhone or iPad. Data, content and apps available for transfer may vary by transmission method. Contacts, gallery, videos, calendars and reminders can be transferred wirelessly from an iOS device.

[5] It is recommended to use a wired connection when transferring diverse sets of data at once.

[6] Quick Share available between select Galaxy devices and compatible Apple devices, subject to change without notice, and provided by Google. Quick Share available between Galaxy smartphones and tablets with Android OS version 10.0 (Q) and One UI 2.1 or above, Galaxy Books released in 2020 or later. Requires Bluetooth connection. AirDrop® is a registered trademark of Apple Inc.