Samsung is now the top selling mobile brand in Europe, with a 45% share of the market, according to the latest smartphone sales data.
The company's positive sales figures are largely thanks to the success of the Galaxy S2 and S3, but Samsung also sells smartphones across all tiers. The company makes five out of the top ten best selling smartphones in the UK, with even the hybrid Samsung Galaxy Note making it into the top ten.
Samsung’s success has given a boost to Google's Android operating system, with its market share in the 'big five' European countries (UK, Germany, France, Italy and Spain) growing from 42.7% in July 2011 to 65.7% in July 2012.
Android has retained its number one position in Great Britain with 59.5% share, up from 47% a year ago. Android's share is even higher in Italy (49.6%) and in Spain (84.1%).
Elsewhere, however, Android is not doing so well. While Apple continues its strong performance in the US, with share up 9.5% over the past year to 38.2%, Android’s share has decreased by 6.8% points over the year.
The report by Katar Worldpanel ComTech also found that Apple customers are extremely loyal to their brand, and grant a huge importance to choosing a new handset when they upgrade.
“In Great Britain among Apple consumers who have changed device, loyalty currently stands at 80%, while 92% of current Apple consumers plan to buy another iPhone when they upgrade,” said Dominic Sunnebo, global consumer insight director at Kantar Worldpanel ComTech.
“As the iPhone 4S nears the end of its lifecycle, and rivals such as Samsung and HTC bring out new flagship products, we inevitably see big changes in share.”
However, Sunnebo said that many current iPhone owners are delaying upgrading until the release of the iPhone 5.
Meanwhile, the figures show that BlackBerry maker Research In Motion (RIM)'s share of the UK market stands at 10.9% compared with 21.6% last year. RIM continues to find trading tough, with France the only country where its share is holding firm rather than seeing further falls.