Samsung's newest flagship smartphone handset, the Galaxy S5, has failed to make as big an impact as expected during its first few months of sales, according to the latest figures from Kantar Worldpanel ComTech.

May was the first full month of sales of the new smartphone, but the data shows that in Britain it came in behind sales of the iPhone 5S and 5C.

However, the S5 did manage to sweep up some sales among previous Apple users, with 17% of the new handsets being bought by iPhone owners.

Sales were slightly better in the United States, where the Galaxy S5 came in second place, again behind the iPhone 5S.

Meanwhile, the research also shows that Android remains the dominant operating system across the main European markets, with 73% of smartphones running it; a slight increase of 1.5%.

Apple's iOS scooped almost 17% of the market, followed by Windows Phone on 8.1%.