Android now accounts for 8 in every 10 smartphones shipped around the globe, with the continued rise of Google's operating system pushing iOS down to its lowest share since 2010.

According to figures published by Strategy Analytics, Android shipments are up an impressive 68 percent year on year, meaning Google is easily outpacing Apple.

iPhone shipments also rose by just under 60 percent, but from a much lower base.

Record times

Of course, Strategy Analytics' figures simply highlight that the smartphone market is growing wholesale – total shipments coming in at nearly 230 million across Q2 2013.

Android, thanks to what Strategy Analytics claims is strong demand for handsets "across all price-tiers in developed and developing markets, such as the US, China and Brazil", is merely growing at a faster rate.

A total of 182.6 million Android smartphones were shipped worldwide across the quarter, which represents a record both in terms of pure shipments and market share.

"Competitive licensing costs, numerous hardware partners and a large apps store continue to be among the main drivers of Android's success," offered Strategy Analytics' executive director Neil Mawston

"Apple iOS reached 14 percent global smartphone share in the quarter, its lowest level since Q2 2010. Microsoft slotted into third position with 4 percent share, reaching its highest level in the global smartphone market for three years."

Eye on Windows

Also of note, according to Strategy Analytics analyst Linda Sui, is the continued rise of Windows Phone at a time when all other rivals are falling back.

Windows Phone accounted for around 4 percent of smartphone shipments in Q2 2013, with just under 9 million devices shipped across the quarter – that's a rise of just under 60 percent.

"Microsoft is making steady progress in the smartphone market due to strong support from Nokia," detailed Sui.

"However, we believe Microsoft's Windows Phone 8 platform still needs to improve in at least two areas before it truly takes off. First, the license fee charged to smartphone makers for Windows Phone 8 must be more competitive to compete with Android in lower price-bands.

"And second, Microsoft must dramatically accelerate its support for advanced technologies, such as octo-core chipsets, because Windows Phone 8 continues to lag behind Android in the premium smartphone category."

[source: Strategy Analytics]