The Itch To Switch: Why Now Is The Time To Try Something New

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 ↩︎