New figures show that Samsung is the top-selling brand across Europe with a 45% share.
The latest sales data from Kantar Worldpanel ComTech reveals that the manufacturer has been buoyed by the release of the Samsung Galaxy S III. The company's success has also benefited Google's Android platform, with its share of the big five countries growing from 42.7% in July 2011 to 65.7% in July 2012.
Android has also retained its number one position in the UK with a 59.5% share, up from 47% a year ago.
Dominic Sunnebo, global consumer insight director at Kantar Worldpanel ComTech, said: 'While the majority of noise is focused on big-name products such as the Galaxy S III or S II, it’s easy to forget that Samsung is selling smartphones across all tiers. As a result it now makes up five out of the top 10 best selling smartphones in Great Britain – with even the smartphone/tablet hybrid Samsung Galaxy Note making it into the top 10.'
Elsewhere, Apple continues its strong performance in the US with market share up 9.5% over the past year to 38.2%. Sunnebo added: '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, Kantar Worldpanel ComTech data clearly shows that the proportion of Apple consumers who have owned their device for at least 18 months and not upgraded has increased markedly over the last quarter, indicating current owners are holding off upgrading until the release of the iPhone 5.
'Apple continues to enjoy very high loyalty across the world. In Great Britain, 80% of Apple consumers who have changed device purchased another iPhone, while 92% of current Apple consumers plan to stick with the brand when they upgrade. With this in mind, any dip in Apple share is likely to be shortlived with the release of an updated iPhone in quarter three bringing momentum back to the Cupertino giant.'
Meanwhile, RIM continues to find trading tough, with France the only country where its share is holding firm rather than seeing further falls.
RIM’s steepest decline has been in the UK, where its market share now stands at 10.9% compared with 21.6% last year. After a period of promising growth, Windows Phone share remains stilted around the 3% mark across most markets, as consumers await the release of its much vaunted Windows 8 devices.