With smartphone users demanding more from their devices than ever before, new research finds that nearly seven in ten (69%^[1]) Europeans* desire the flexibility of a slim everyday phone that unfolds into a larger screen.

Whether it’s multitasking across apps, marking up a document or editing a video, today’s smartphone user is pushing smaller screens to their limits. The vast majority (85%^[2]) of European users surveyed in the UK, France, Germany, Italy and Spain say they have started a task on their phone but left it unfinished to complete later on a device with a bigger screen.

Nearly a third specifically cite limited screen space as a frustration when completing complex tasks (29%), while one in four are frustrated by repeatedly switching between apps or tabs (25%).

These frustrations are the root cause of many tasks left unfinished, with the most common being online shopping or comparing purchases (26%), reading or reviewing important documents (26%), and editing photos or videos (21%).

More room for the moments that matter

When a task involves important details or decisions, people often want more room to review what is in front of them. Respondents report delaying, double-checking or moving tasks because they are worried about missing a detail or making a mistake.

This is most common when filling in a form (26%), reviewing a bill, contract or official document (21%), and making a payment or transferring money (19%).

Users increasingly see the evolution of foldable devices as a practical solution to these needs, with the most cited benefits being:

• Comparing information side by side (31%)
• Finishing tasks without switching devices (30%)
• Watching, reading or gaming on a larger screen (29%)

Where people are losing the thread

The device people use is important. Smartphones now carry far more of the decision-making of everyday life. Enabled by more processing power, they have effectively become pocket command centres running multiple, complex tasks at once:

• Almost half of respondents use their phone to manage money, bills, banking, insurance or forms (48%),
• More than four in ten watch, play or read content while messaging or searching (42%)
• More than a third scroll through multiple web pages or social media feeds at the same time (38%).

Seven generations in the making

As consumers increasingly seek devices that combine portability with greater screen space, foldables have moved from a niche innovation to a practical solution for everyday productivity and entertainment.

Samsung first introduced the foldable category seven years ago. Since then, the company has continued to learn from how millions of people flip, fold, unfold, watch, work and create, refining the experience generation after generation.

That understanding is shaping a new generation of devices designed to make foldables more useful, intuitive and natural in everyday life.

Benjamin Braun, Chief Marketing Officer at Samsung Europe, said: “Everyone has a different relationship with technology, but people increasingly expect their phones to support how they live, work and create.

“That is why form increasingly matters alongside the specs sheet. The device should seamlessly fit into how people use it every day, rather than asking them to adapt to the device. This research reinforces what seven generations of foldable engineering and customer dialogue have taught us. People value a normal sized phone for everyday life, but more space when the job demands it.”

The findings come ahead of Galaxy Unpacked in London on 22 July, where Samsung will unveil the next chapter of its foldable innovation. For more information about the upcoming Galaxy Unpacked please visit: samsung.com/unpacked

[1]Always, Often, Sometimes, Rarely answers combined

[2]Strongly agree and Somewhat agree combined

[*]*Survey amongst 4,006 smartphone users across UK, France, Germany, Spain and Italy in July 2026 by Censuswide

The new ‘buy and try’ promotion means that customers can experience everything that the Galaxy Z Fold7 and Z Flip7 has to offer, including Galaxy AI capabilities, before making a long-term decision about the device.

To be eligible, customers must pre-order or purchase a Galaxy Z Fold7, Z Flip7 or Z Flip7 FE mobile device in store or online between Wednesday 9 July – Tuesday 19 August and register for the promotion within 30 days of purchase at samsungoffers.claims/ukbuyandtry.

If a customer decides the device is not for them, so long as it remains in good condition the customer can complete a claim to return it between 45 – 100 days after purchase to receive 100% of the purchase price paid.

Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK & Ireland, says: “Choosing a new smartphone is a big decision and people need peace of mind that they’re making the right call. Our “buy and try” offer gives people an extra layer of reassurance when making such a significant purchase. The Galaxy Z Fold7 and Z Flip7 mark a new era of innovation in the smartphone industry, and are the perfect devices to experience all the best features that Galaxy has to offer.”

For more details please visit: https://samsungoffers.claims/ukbuyandtry.

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[1]Purchase a SIM-free Samsung Galaxy Z Fold7, Z Flip7 or Z Flip FE from a participating retailer before 19/08/2025 and register for the promotion using link below within 30 days. If dissatisfied, the product may be returned in good condition to Samsung 45-100 days after purchase (or delivery in the case of pre-orders) and Samsung will pay the purchase price (capped at RRP) by bank transfer. Maximum one claim per individual and two per household / business. For full terms and more information see https://samsungoffers.claims/ukbuyandtry.