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Samsung is Europe's best selling mobile brand


Strong sales of the Galaxy S3 have also given Android a boost

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Samsung is now the top selling mobile brand in Europe, with a 45 percent share of the market, according to the latest research.

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 grades.

The company makes five out of the top 10 best selling smartphones in the UK, with even the hybrid Samsung Galaxy Note making it into the top 10, the latest smartphone sales data from Katar Worldpanel ComTech showed.

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 percent in July 2011 to 65.7 percent in July 2012.

Android has retained its number one position in Britain with 59.5 percent share, up from 47 percent a year ago. Android's share is even higher in Italy (49.6 percent) and in Spain (84.1 percent).

Elsewhere, however, Android is not doing so well. While Apple continues its strong performance in the US, with share up 9.5 percent over the past year to 38.2 percent, Android's share has decreased by 6.8 percent points over the year.

The report 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 percent, while 92 percent 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 & 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, BlackBerry maker Research In Motion (RIM)'s UK market share stands at 10.9 percent compared with 21.6 percent last year. RIM continues to find trading tough, with France the only country where its share is holding firm rather than seeing further falls.

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Samsung is Europe's best selling mobile brand
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