Samsung Electronics Japan Co., Ltd. conducted a "Survey on Foldable Smartphones" targeting 1,062 men and women nationwide aged 20-59 who are interested in foldable smartphones, specifically the horizontally folding type.

The survey revealed that approximately 80% of current users of conventional bar-type smartphones feel "stressed," and approximately 50% of respondents indicated they "definitely want to choose" or are "considering as one option" a horizontally folding smartphone for their next purchase, meaning one in two people are considering a horizontally folding smartphone.

Based on this survey, we propose ways to utilize Samsung's latest horizontally folding smartphone, the "Samsung Galaxy Z Fold7," which embodies seven generations of Samsung's accumulated foldable technology, to enhance your daily life by alleviating user concerns and meeting their needs.

Furthermore, Samsung announced today that Galaxy Unpacked will be held on July 22, 2026 (Wed) (local time) in London, UK. Samsung, a pioneer in the foldable smartphone category, will unveil the latest models of Samsung Galaxy. Please also check this out.

Galaxy Unpacked (Live Stream) July 22, 2026 (Wed) 22:00 (JST) ~

Samsung Japan Official Website (with Japanese subtitles) https://www.samsung.com/jp/

Samsung Japan Official YouTube https://www.youtube.com/@SamsungJPN

#GalaxyAI #GalaxyUnpacked #FoldableSmartphoneSamsungGalaxy

[Horizontally Folding Smartphone Survey 2026 Summary - Foldable Smartphone Utilization Methods]

TOPICS 1: Dissatisfaction with Conventional Smartphones and Intention to Switch to Horizontally Folding Smartphones

"Battery," "Weight," and "Usability" are the top complaints about conventional bar-type smartphones.

One in two people are considering a horizontally folding smartphone for their next purchase.

⇒ The "Samsung Galaxy Z Fold7" achieves the thinnest and lightest※1 horizontally folding smartphone ever released in Japan. It offers a new mobile experience that balances portability and a large display, being as lightweight as a high-spec bar-type smartphone while featuring a large screen.

※1 Compared to horizontally folding smartphone models released in Japan. As of July 1, 2025, based on Samsung's research.

TOPICS 2: Expectations and Usage Scenarios for Horizontally Folding Smartphones

The top reason for wanting to use a horizontally folding smartphone is "watching videos on a large screen."

Additionally, some people believe that owning a horizontally folding smartphone would make "laptop PCs (31.5%)" and "tablets (27.8%)" unnecessary.

⇒ The large-screen "Samsung Galaxy Z Fold7" offers a wide range of uses! While maintaining pocket-sized portability, you can comfortably enjoy various content scenarios, from watching videos and playing games to reading manga, all on one device.

TOPICS 3: How Horizontally Folding Smartphones Solve Current Smartphone Problems

The top stressor in smartphone operation is "switching apps." Many people experience the hassle of switching between multiple apps.

⇒ With the "Samsung Galaxy Z Fold7," you can display multiple apps simultaneously. Enjoy comfortable multitasking without the need to switch between apps.

[Survey Overview]

Survey Name: Samsung Electronics Japan: Survey on Horizontally Folding Smartphones 2026

Survey Method: Internet-based questionnaire

Survey Target: Men and women aged 20-59 interested in horizontally folding smartphones

Target Area: Nationwide

Survey Period: June 18 - June 23, 2026

Valid Responses: 1,062

◼ The latest horizontally folding smartphone, the thinnest and lightest※1, "Samsung Galaxy Z Fold7"

Samsung has been evolving foldable smartphones for seven consecutive years since the launch of the "Samsung Galaxy Fold 5G" in 2019. The latest foldable model, "Samsung Galaxy Z Fold7," achieves the thinnest and lightest※1 horizontally folding smartphone in Japan's history, along with an optimized app environment for its large screen, designed to address previous concerns. Furthermore, after its release in Japan, the "Samsung Galaxy Z Fold7" has achieved sales of 180% compared to its predecessor※2, and is being utilized by many users.

※1 Compared to horizontally folding smartphone models released in Japan. As of July 1, 2025, based on Samsung's research.

※2 Sales performance up to August 2025, based on Samsung's research.

Details of "Samsung Galaxy Z Fold7"

https://www.samsung.com/jp/smartphones/galaxy-z-fold7/

Samsung Online Shop Prices (as of July 6, 2026)

Samsung Galaxy Z Fold7 (256 GB) 265,750 yen (tax included)

Samsung Galaxy Z Fold7 (512 GB) 295,750 yen (tax included)

Samsung Galaxy Z Fold7 (1 TB) 340,750 yen (tax included)

[Survey Results & Foldable Smartphone Utilization Methods]

TOPICS 1: Dissatisfaction with Conventional Smartphones and Intention to Switch to Horizontally Folding Smartphones

"Battery," "Weight," and "Usability" are the top complaints about conventional bar-type smartphones.

One in two people are considering a horizontally folding smartphone for their next purchase.

When asked about dissatisfaction with their current smartphones, "battery life (46.0%)", "heavy weight (21.9%)", and "difficult to operate (16.9%)" were among the top responses. Furthermore, 52.2% of respondents indicated they "definitely want to choose" or are "considering as one option" a horizontally folding smartphone for their next purchase, showing that one in two people are considering foldable smartphones.

On the other hand, concerns about horizontally folding smartphones include "battery (40.0%)", "thickness (37.1%)", and "weight (34.8%)".

⇒ The "Samsung Galaxy Z Fold7" resolves these concerns about horizontally folding smartphones!

The latest foldable smartphone from Samsung Galaxy, the "Samsung Galaxy Z Fold7," features a large-capacity battery of approximately 4,400mAh that can be used with peace of mind all day, allowing for about 24 hours of video playback. Furthermore, in its seventh generation, the thickness and weight, which were major challenges for foldables, have been improved. With a slim design of approximately 8.9mm when folded and 4.2mm when unfolded, and weighing only about 215g, it is the thinnest and lightest horizontally folding smartphone in Japan, evolving to be lighter than conventional bar-type smartphones. Additionally, when unfolded, it reveals a large approximately 8.0-inch display, offering excellent operability. Despite being foldable, it is a device that resolves previous smartphone dissatisfactions in terms of battery, portability, and usability.

Over 7 years of experience with Samsung Galaxy horizontally folding smartphones

Comment from Kazuhiro Yamane, Mobile Journalist

TOPICS 2: Expectations and Usage Scenarios for Horizontally Folding Smartphones

The top reason for wanting to use a horizontally folding smartphone is "watching videos on a large screen."

Additionally, some people believe that owning a horizontally folding smartphone would make "laptop PCs (31.5%)" and "tablets (27.8%)" unnecessary.

The most attractive feature of horizontally folding smartphones for the 1,062 people considering them was overwhelmingly "large screen (25.8%)". This was followed by "thinness that fits easily in bags and pockets (12.0%)" and "ability to use only when needed and carry compactly otherwise (8.8%)", indicating expectations for portability in addition to the appeal of a large screen.

Furthermore, when asked what they would do with a large screen, "watching videos (52.1%)" was significantly higher, followed by "playing games on a large screen (37.3%)", "taking photos (26.9%)", "reading e-books (25.2%)", and "online meetings/classes (18.9%)". This shows a strong demand for experiences unique to large screens for everyday entertainment.

Additionally, items that might become unnecessary with a horizontally folding smartphone included "laptop PCs" (31.5%), "tablets (27.8%)", and "e-book readers (22.2%)", highlighting a latent need for a single smartphone to fulfill the roles of multiple devices.

⇒ The large-screen "Samsung Galaxy Z Fold7" offers a wide range of uses! While maintaining pocket-sized portability, you can comfortably enjoy various content scenarios, from watching videos and playing games to reading manga, all on one device.

[Video Viewing (e.g., YouTube)]

The appeal of a foldable is being able to watch videos compactly on the cover screen in crowded places, and then unfold it to a large screen when you want to watch at leisure. On the YouTube top screen, a maximum of 3 thumbnails are displayed when closed, but this increases to a maximum of 6 when opened, allowing you to see more videos at once and efficiently find the one you want to watch. Furthermore, even while viewing comments, the video size remains comfortably large, and the higher number of comments displayed enhances the video viewing satisfaction compared to conventional bar-type smartphones.

[Gaming Experience]

Equipped with Samsung's display technology and ray tracing capabilities, the "Samsung Galaxy Z Fold7" provides an immersive gaming experience with clear visibility of enemy positions and intricate details, delivering powerful visuals. Additionally, with the ability to display up to three apps simultaneously, you can play games while viewing strategy guides or walkthrough videos. Enjoy smooth gameplay without the hassle of switching apps. Furthermore, during gameplay, using "Circle to Search" allows you to instantly display web search results by simply circling an item or character of interest, eliminating the need to search for strategy guides and enhancing your gaming enjoyment.

[Manga/Magazine Reading]

When unfolded, the main display of the "Samsung Galaxy Z Fold7" measures 15.1 cm vertically and 13.6 cm horizontally, making it comparable in size to a typical comic book (17.4 cm vertical, 13.6 cm horizontal). Of course, if the text is small, you can easily enlarge or reduce it with a pinch gesture. Furthermore, it can display approximately half the page size of a typical magazine (28.4 cm vertical, 21 cm horizontal), allowing for comfortable reading. You don't need to carry a separate e-book reader; this device allows you to enjoy reading to your heart's content.

[Shopping Comparison]

Survey results also revealed that reasons for using laptop PCs or tablets include "comparing products during online shopping (50.4%)" and "gathering information while watching videos (39.6%)". The "Samsung Galaxy Z Fold7" allows you to do these comfortably on a single foldable smartphone. For example, by displaying two different shopping sites side-by-side, you can instantly compare price differences and specifications of the same product. Also, if you see a product you're interested in while watching a video, you can use "Circle to Search" to search for it without typing the product name into the search bar.

Over 7 years of experience with Samsung Galaxy horizontally folding smartphones

Comment from Kazuhiro Yamane, Mobile Journalist

With a horizontally folding smartphone, you can unfold it to watch videos on a large screen. On video menu pages, other video thumbnails are also easy to see, allowing you to easily find the video you want to watch.

In business scenarios, tasks that are difficult on a conventional smartphone screen, such as reviewing presentation PDF files or correcting spreadsheet data, can be comfortably handled on the large screen of a horizontally folding smartphone.

The "Samsung Galaxy Z Fold7" also enables efficient work with the "DeX" function, which supports desktop mode. It can also serve as a substitute for a tablet, eliminating the need to carry both a smartphone and a tablet.

TOPICS 3: How Horizontally Folding Smartphones Solve Current Smartphone Problems

The top stressor in current smartphone operations is "switching apps."

Many people experience the hassle of app switching in their daily operations.

It has been found that many people experience "hassle and inefficiency in app switching and operations" as a burden and stress in their daily smartphone use. Complaints and stresses related to app switching, such as "it takes effort to operate each time apps are switched (33.4%)", "the screen freezes and operation becomes slow (31.3%)", and "I forget what I was looking at because I have to switch apps so many times (27.2%)", were ranked high.

Furthermore, in situations where multiple pieces of information are checked on a smartphone, responses such as "I had something I wanted to look up, but I put it off because it was too much trouble (29.1%)", "I forgot what I was searching for while switching apps (28.3%)", and "It took longer than expected to find the information I needed (27.4%)" were ranked high.

⇒ With the "Samsung Galaxy Z Fold7," you can display multiple apps simultaneously. Enjoy comfortable multitasking without the need to switch between apps.

[Multi-App Split Screen Display]

The "Samsung Galaxy Z Fold7" can display up to three apps simultaneously. Furthermore, it can display up to five pop-up windows stacked on top of each other as needed, allowing for a total of up to eight apps to be displayed simultaneously. For example, when planning a meal with friends, you can search for restaurants you're interested in, check seat availability on a reservation site, and discuss with friends via SMS, all without switching apps. Additionally, you can compare original text and translated text side-by-side, drag and drop images displayed on the right screen into Samsung Notes or emails, display past photos and take new ones with the same composition in camera mode on the side, or ask questions while viewing website content on a Gemini Live shared screen, with responses displayed on the side in real-time according to the situation, making it very convenient.

Over 7 years of experience with Samsung Galaxy horizontally folding smartphones

Comment from Kazuhiro Yamane, Mobile Journalist

With a horizontally folding smartphone, you can display two apps on the left and right screens simultaneously, allowing you to work on multiple tasks in parallel. Even when using an app from another app, there's no need to switch back and forth; you can simply move between the apps displayed on the left and right screens. For example, I routinely search for tickets on an airline ticket price comparison app while simultaneously opening and comparing the details of linked travel agency web pages. It's easy to see which airline ticket conditions are best when the two screens are displayed side-by-side. Recently, I've also been using AI apps more often, and by displaying the AI's search results on the adjacent screen, I can work while always having the information I need in view.

Furthermore, Foldable Smartphone Utilization Methods to Make Everyday Life More Enjoyable

[Watching Videos at Your Preferred Angle]

One of the appeals of the "Samsung Galaxy Z Fold7" is its ability to be stopped at any angle when folded. This allows you to watch videos in your preferred posture, and when folded, the lower screen displays large buttons like the play button and seek bar, making operation easier. There's no need to choose a smartphone stand or a case with a stand.

[Utilizing Translation by Folding]

When using the translation function in Flex mode, the translated text can be displayed on the outer cover screen, allowing for smooth communication at an appropriate distance.

Over 7 years of experience with Samsung Galaxy horizontally folding smartphones

Comment from Kazuhiro Yamane, Mobile Journalist

Horizontally folding smartphones are actually slightly narrower in width than conventional smartphones when closed, making them easy to hold with one hand. What I find particularly convenient after starting to use it is the style of opening the device into an L-shape and placing it on a desk or other surface. There's no need for a tripod when taking photos or during video conferences, and videos can be viewed at a comfortable angle.

Screen splitting is possible for up to 3 apps, and apps like calculators can be displayed as pop-ups, enabling new ways of use that were not possible with conventional smartphones. Horizontally folding smartphones are not just a simple addition of "smartphone + tablet"; they are next-generation products that offer unique usage and experiences.

The Horizontally Folding Smartphone Experience Realized by the "Samsung Galaxy Z Fold7"

This survey revealed that among those interested in horizontally folding smartphones, one in two are considering purchasing one for their next device. While expectations for comfortable operation on a large screen and multitasking are high, concerns regarding the device's weight, thickness, and app performance during opening and closing still exist. However, the "Samsung Galaxy Z Fold7" has addressed these anxieties and concerns, and we have proposed ways to utilize foldable smartphones to enjoy daily life more. Samsung will continue to expand the possibilities of horizontally folding smartphones while staying attuned to user feedback.

Over 7 years of experience with Samsung Galaxy horizontally folding smartphones

Profile of Kazuhiro Yamane, Mobile Journalist

● "Samsung Galaxy" is a trademark or registered trademark of Samsung Electronics Co., Ltd.

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● Other company names, product names, and service names mentioned are trademarks or registered trademarks of their respective companies.

FACT BOX

  • Source: PR TIMES
  • Category: 製品発表
  • Organizations: Samsung