Android and Windows Phone mobile operating systems have increased their market share across all regions at the expense of Blackberry and Apple's iOS, according to the latest sales figures from a leading research firm.
Kantar Worldpanel ComTech revealed that in the three months leading up to November 2013, the sales share of smartphones running Windows Phone more than doubled in the UK compared to the same period in 2012.
Android proved to be the most popular operating system, achieving more than 50 per cent of the sales share across all markets studied. Meanwhile, the iPhone's market share fell across the board, most significantly dropping 10 per cent of the sales share year-on-year in the US.
"The iPhone 5S and 5C were the two bestselling smartphones in the U.S for the 3 months ending November 2013," said Dominic Sunnebo, Global Strategic Insight Director at Kantar Worldpanel ComTech.
"However, increased rivalry from Android brands and a resurgence of LG and Nokia, has made year-on-year share gains for Apple difficult. This is especially true on T-Mobile."
T-Mobile has been able to attract first-time smartphone buyers, thanks in part to its UNcarrier strategy that ditched traditional wireless contracts.
"First-time smartphone buyers remain a key demographic for carriers and brand alike," Sunnebo added. "The lower end iPhone 5C represents an opportunity for Apple to attract these customers.
"Thus far the majority of 5C customers have come from other smartphone platforms, though if historical trends hold, the lower end model (historically the older iPhone model following the release of a new iPhone), should be able to attract this demographic with its lower price and comparable specs."