Microsoft’s Windows OS now has 8.4 per cent of the UK smartphone market, while demand for lower cost devices in Southern Italy is being exploited by Sony and LG. Macro economic conditions and increasing diversity in operators’ subsidy strategies are creating contrasts in device vendors’ performances market by market.

Data from Kantar Worldpanel ComTech shows Sony’s share of the Spanish smartphone market has reached 19 per cent, while LG is close behind at 17 per cent, up from three per cent a year ago. The firm said that these improved performances  have been driven by entry level handsets including Sony’s Xperia U and LG’s Optimus L3 and L5 models.

Flagship, high-end devices have faced challenges in Southern Europe. Samsung’s Galaxy SIII accounted for just 4.7 per cent of smartphone sales in Spain over the first quarter of 2013, compared to 23.5 pet cent in Germany.

Outside of Europe Android leads the US market with 51.7 per cent, ahead of Apple on 41.4 per cent. Windows now accounts for 5.6 per cent of the US smartphone market, which Kantar described as “good news” for Microsoft.

In urban China, Kantar said, Apple enjoys 25.1 market share, despite a price premium of 82 per cent above the market average. Samsung remains the top brand in this market, with 30.2 per cent, while domestic vendor Lenovo has 10.3 per cent of the urban Chinese market.