Smaller smartphone manufacturers are beginning to challenge the dominance of the larger players in the European market, according to the latest data from Kantar Worldpanel Comtech.
During the three months to April, the figures show established brands like Motorola and Sony were resurging, while newer handset makers like Huawei and Wiko are starting to make strides.
Chinese firm Huawei now has 3% share of the European market, after registering a 123% jump in the largest European markets over the past year.
French based Wiko has an 8% share in its home market and has also seen triple digit growth across Europe.
According to Kantar Worldpanel Comtech, part of the reason for the fragmentation is the growing trend of the separation of tariffs and handsets, which is allowing consumers to see just how much they are paying for their smartphone device.
When they realise that cost, the company says, they then shop around for cheaper alternatives.
In China, local company Xiaomi outsold Samsung for the second time in April, with its budget Xiaomi RedMi the top selling smartphone in that market.
While in the US, Samsung's share rose to 34.1%, just shy of Apple's 34.6% of the market.
Meanwhile, when it came to operating systems, Android handsets remained dominant across the five biggest markets in the EU during the period, increasing their market share by 1.7% to 72.4%.
Blackberry, however, continued to haemorrhage buyers, with its market share falling below 1%.
Windows phone increased its chunk of the pie too, rising by 1.6% to 8.4%, while Apple's iOS also had a small increase to 17.5%.