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New data confirms Lumia 635's ascent to Windows Phone dominance

AdDuplex (AdDuplex.com) have released their Windows Phone Device Stats for March, 2015. The story of low-end and entry level Windows Phones continue to dominate the landscape while new figures for India, Russia, Brazil, France, Italy, and the US reveal their unique stories.

AdDuplex runs a cross-promotion advertising network running on 5,265 different apps on Windows Phone, and the data was compiled on March 20 for this analysis.

Worldwide

The latest data proves just how entrenched entry-level and low-end Windows Phone hardware is in the Microsoft mobile ecosystem. Nearly 61 percent (60.8%) of all Windows Phone devices worldwide are made up by the Lumia 520, Lumia 530, Lumia 535, Lumia 620, Lumia 625, Lumia 630 and Lumia 635.

This percentage share of the market is increasing.

In terms of high-end phones, the venerable Lumia 920 holds the largest slice of the data at 4.5 percent, followed by the Lumia 925 at 3.1 percent. Presumably newer devices like the Lumia 830, Lumia 930 and Lumia 1520 have not impacted the global percentage enough to get differentiated.

At this point, it is hard to know if Windows Phone is just resonating in the low-end or failing in the high-end due to lack of new and enticing hardware.

Until Microsoft releases a compelling flagship phone later this year with Windows 10, we will not know. However, it should be clear that the Lumia 920 is still being held on to by many who do not see the Lumia 930 as its natural heir to the throne.

Lumias rule the roost over HTC and Samsung

It is not surprising to see the Lumia brand making up a massive 96.43 percent of all Windows Phone hardware. This dominance is up nearly half a percentage point from last month's data when it the Lumia total capped at 96 percent.

HTC is holding on at 1.93 percent and Samsung at just 0.78 percent; both dropping from last month's data.

Recently, Microsoft and Samsung have patched up their legal battles to renew some partnerships. It remains to be seen if this détente carries over to Windows Phone. If Samsung is going to make a push back into the Windows Phone world, they likely will not do so until Windows 10 comes out later this year.

Windows 10 on phone dips

Microsoft recently released the Windows 10 preview for phones. Although the number of devices that could run the preview is limited to just a handful of lower-end Lumias, the number peaked at 0.2 percent last month for OS share.

This number has now declined to just 0.1 percent.

Reasons for the drop likely include non-existent updates to that preview (although we are expecting one this week) and the realization that Windows 10 on phone is still too early for people to be using on a daily basis. As a result, people may have rolled back their handsets to Windows Phone 8.1 in anticipation of a more stable release of Windows 10 down the road.

The Lumia 635 is huge in the US, bodes well for Lumia 640

In the United States, the Lumia 635 and Lumia 630 command 32 percent of the Windows Phone hardware. Another 30 percent of the pie is given to the Lumia 520, Lumia 521, and Lumia 530.

The Lumia 635 has gained nearly 6 percentage points over last month, overtaking the Lumia 521 on T-Mobile for top phone. Reasons for the increase in share are attributable to availability on AT&T, Sprint, and T-Mobile in addition to low-cost deals from retailers. Both Amazon and Walmart had the Lumia 635 for just under $50 with no contract, making this LTE-enabled phone a bargain (despite some of its drawbacks).

Microsoft's recently announced Lumia 640 and Lumia 640 XL have yet to go on sale here. However, the market looks favorable to their success. AT&T will carry both new phones while T-Mobile and MetroPCS are offering the Lumia 640 in the coming weeks.

Speaking of carriers, AT&T still commands 32.3 percent of the Windows Phone space with Cricket (21.5%) and T-Mobile (18.1%) grabbing nearly 40 percent.

It is unfortunate that the Lumia 735 was never released in the US as that device may have fared better in this climate. Verizon was slated to get the phone at one point, but those plans have evidently fallen through.

Country Spotlight: Brazil, France, Italy, Russia, and India

When it comes to individual countries, not much has changed. Brazil's big story is the rise of the Lumia 530 and Lumia 630 over the past few months, now making up a combined 30 percent of the Windows Phone Market (with the aging Lumia 520 decreasing slightly).

In France , the Lumia 830 (3.2%) and Lumia 535 (3.5%) are growing and there the Lumia 635 is doing well with 17.4 percent.

In Italy , one of Microsoft's largest markets for Windows Phone, the Lumia 535 now has 6.1 percent of the market and is now in the fifth spot. The Lumia 630 and Lumia 635 taking a combined 23 percent.

Russia is nearly evenly divided with Lumias with the entry-level phones (Lumia 520, Lumia 535, and Lumia 630) making up the largest share. The Lumia 630 has now passed the Lumia 520 to be the number one reported Windows Phone in that market.

Finally, in India , the Lumia 535 continues to gain on the Lumia 520. The latest entry-level phone is evidently selling very well, gaining 4 percentage points over last month. It now constitutes nearly 20 percent of the Windows Phone market share, creeping up on the Lumia 520's 23 percent.

A full 84 percent of Windows Phones in India are Lumia 7xx series or lower, reflecting the cost dynamics of that emerging market.

Lumia 640

Conclusions

Until Microsoft releases Windows 10 on phones, including new higher-end hardware, not much can change in regards the growth trajectory of entry-level devices.

The good news is that devices like the Lumia 535 and Lumia 635 are doing comparatively well for Windows Phone. Between full availability, bargain pricing, and feature set, customers are responding well to the selection.

The fact that entry-level and mid-range Lumias are being adopted by consumers implies that newer phones, like the Lumia 640 and Lumia 640 XL have an excellent chance of being mini-hits themselves. Reasons for this conclusions include favorable responses from users in the design, pricing, and specifications of both devices, including the renewed focus on larger, higher-quality displays, and improved rear-cameras.

The Lumia name is also still resonating with consumers despite the shift from Nokia to Microsoft branding. It remains to be seen if white-label companies like BLU, who should be releasing LTE devices soon, can make inroads into Microsoft's dominance. Ironically, Microsoft welcomes the competition to help even out device the landscape with their hardware partners.

Daniel Rubino
Executive Editor

Daniel Rubino is the Executive Editor of Windows Central, head reviewer, podcast co-host, and analyst. He has been covering Microsoft here since 2007, back when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, Microsoft Surface, laptops, next-gen computing, and arguing with people on the internet.

221 Comments
  • Lumia 630 is becoming the new Lumia 520.
  • +635
  • How about you guys above me commented here stop dreaming and wait patiently??
  • yes L630 will be the true successor for L520
  • Can you imagine the numbers of some of these phones if they were available on ALL US carriers?
  • It seems to be a waste of money building phones with just 512 mb and to keep releasing these low specced phones defies reasoning. The treatment of the smart phone market as if it is still an immature market are one that is still in it's infancy and Microsoft's slow approach keeps us in bewilderment. If Microsoft and it's partners continues with a decent build/spec quality I am willing to bet they will start eating some of Androids lunch including if consumers start seeing them on store shelves.
  • Dominance of a dead till now project. Only hope w10!
  • What I want to see is all these devices up against iDroid on a pie chart... That would be interesting.....
    ......
    That's really the reality of all that matters... Lol.
  • Don't want to waste my time on droid when I have Windows 10 to think about❗❗❗
  • That's seriously closed minded, my friend... Lol.
  • Nope its not.
    We just don't want lagroid in our lifes anymore.
    It sucks.
    It really really sucks.
    I hope the developers behind it will die.
    And then an explosion will destroy every building of Google.
    :)
  • How is looking at market share numbers "having Droid in your life"❓❓❓
    .....
    I mean, are you aiming to be a blind fan❓ You say that you're so deluded that you don't even want to see the numbers❓ face the facts❓ Did you even read my original comment❓ It was about a pie chart... This is ridiculous. It's almost like you're afraid of something.
  • I'm sure Microsoft would consider this, but for me with no interest in droid anything (though I am well exposed to droid products) really am not seeing my mind closed. Just know what I want, simples :)
  • What does looking at comparisons on a pie chart have to do with what YOU want❓ It's just factual data..... I don't get it. Please explain how this isn't closed minded.
    ......
    Nobody is saying that you have to buy iDroid, nor would that mean anything like that... It's all just for perspective.. Please explain your perception of what I originally posted.
  • dude. buddy is insane. he said he literally wanted androids developers to die. why are you still engaging him? 
  • Right.. I read that part earlier, but I commented on it later.. Forgot he said that... Thanks for pointing that out..
    ....
    I mean, I say some pretty cynical things, but that's uncalled for.
  • I say cynical things? or he does?    guys seem to pretty regularly give you a hard time? WHAT'S UP WITH THAT, AMIRITE?
  • I say cynical things.... Corrected⬆⬆⬆
    .......
    It's simple... The majority are average.. Never set you expectations high for the majority when it comes to thinking below the surface.
  • We all know how that would look like (iDroid would be the pie; WP... thin as the knife to cut that pie).
  • Actually a breakdown of the top five devices on each platform..
  • I hope its not being ignorant when I feel absolutely no allure to IOS and Android devices. The amount of things that I've benefited from and money I've saved since to Windows Phone is enormous. My entire family benefits from this great investment I've made. It's beautiful.
  • I'm with you. I will never buy an iOS or Android device ever again. I tried them both. I hated them. Windows Phone is much better. Even if Windows phones go away completely, I'll still never get an iOS or Android phone as I've come to loathe both Apple and Google and want nothing to do with them, particularly Google.
  • Such pessimism.
    Personal it's better to have it the best of all worlds than stay stranded on one specific platforms. Idk how you can hate an entity. It have no feelings or soul. Posted via the Windows Central App for Android
  • The same story ever time, we will wait for next version. Next year we will be saying wait till w11 or whatever that running will be called. Posted via the Windows Central App
  • The 635 is a great device to test Windows 10 for phones!
  • I use it as my daily device with the win10 tp
  • same here, really need the next build though.  Don't feel lots of difference, and some apps can't open at all.  Hopefully will be fixed with the next build, just like in win10 tp desktop.
  • So is the 1520..... Where's the dang preview❓❓
    .....
    Partition stitching feature my a$$..
  • Ha ha :D lol on that partition stitching.
  • AHAHAHA Partition Stitching! AHAHA That's some fantastically made up bull****! Belifore even used a 1520 at the Windows 10 Event! Ha-ha
  • Ummm..., he didn't make that up. It was even covered in an article here earlier, so I'm not sure how to explain your ignorance. Check your facts before laughing too hard at someone, this is the internet after all. I'm laughing, but not with you. ; ) Posted via my HTC One (M7)
  • It was covered in an article, but not explained.. We all saw that article, and it was just relaying what Joe said... I actually do believe that are just waiting for the next build, and it doesn't have anything to do with a PSF... At least not at this point.
  • Lol.. He sure did.. There's no reason a high end device would be different than a low ender... Not like I work for MS, though.. But, wouldn't they use the lower market share devices before the ones that are more prevalent?
  • " There's no reason a high end device would be different than a low ender... Not like I work for MS, though."   But why let that stop you from talking out of your ass? Gut on a blog comment section obviously knows his stuff more than these guys.
  • I clearly stated it was speculation on my part, so how could I be speaking out my ass❓ You even quoted exactly where I stated it❗
    ........
    Either you don't know what you're quoting
    Have a serious perception issue
    Do know how to correctly express your thoughts
    Can't read properly LOL
    Or you are the one who is very much so guilty of speaking out your...... Lets just say face&ass.
  • Oh man, that video XD
  • am wondering the same thing, as am not going to buy an underpowered smartphone just to try the technical preview so microsoft better get their act together      
  • I have a 635 arriving thursday where is a good source of info on updating the phone to WP10 ? Is it fairly easy or a pain ?
  • Just install the Windows insider app on your phone and follow the instructions...
  • Hey Microsoft!! Lumia 740 plz
  • -_- how about Nokia 1100?.. Man, 730 is only 4 months old..
  • Yea , I think I will stand firm with my Lumia 635 , till flagship release.
  • I did want a flagship but my Lumia 920 jas been running great for 2.5 years now. My wife does miss the camera quality on her 635, but phone wise its great. Looking forward to good upgrades this year. Hopefully they arrive on both ATT and TMO as I might jump ships.
  • Every time I pick up a Lumia 920, such memories. It really is emblematic of the Windows Phone style.
  • My 920 is the best phone I've had. Sure there have been natural improvements in its successors but it still stands as the most innovative smartphone when it was launched. I think when people talk of a true 920 successor, they mean a wholesome package in terms of new innovations rather than just spec bumps. I did have to take my 920 a couple of times to the local Nokia Care due to screen breakage and charging related issues but overall I've been more than satisfied. If it can safely chug along Windows 10, I will still retain it for quite some time. I don't switch phones often anyways.
  • How the hell did you break 920's glass? That phone is very tough. I've never worried if I dropped the phone. I just worried if it hits my feet. Posted via the Windows Central App for Android
  • The phone is tough for sure. I've dropped it on earlier occassions as well without a dent. But on this particular occassion, it hit the stone on the road while it fell. I guess that must have shattered the glass albeit it was just a few lines of cracked glass and the display was working just fine. I replaced it to avoid risk of any personal injury.
     
  • I have a venerable Lumia 920 I got on launch date and it keeps on keeping on just fine.  I'm finally starting to see the occasional battery drain that people have been reporting but it's not debilitating.  I just dropped it (again) from waist height onto asphalt and...of course, it came out unscathed.  I think I'll make it till the Windows 10 flagships roll out.  Knock on wood.
  • Anytime I hold my 920, I'm still amazed at how great it feels. There's no one who has held it for the first time in my presence and not commented on its sweetness! It's going to be tough to beat that 920 design!
  • I agree. I want the 1520, but not the gimped version that ATT offers. So I used my upgrade to get a phone as a birthday gift for someone else and am back on my 920 fulltime after a tryst with the Nexus 5, Galaxy S4, and Note 3. There is something about the 920...still one of the best screens, cameras, phones available. Just waiting for the Windows 10 flagship, but I'm in no rush.
  • Yup, that's where I am, and maybe where I will stay for a long while. In the household we got a Lumia 920 and a HTC 8X on the same day. The 8X is on its last legs, about to be upgraded to a Lumia 830. The 920 is still operating like it did on day 1. I had read about Nokia quality when I started researching the 920, but I didn't realize it was this good! I hope MSokia stays just as good.
  • +920 still going strong. Great phone, but looking forward to the new flagship. Living in Rio and I love seeing WP around, especially in peoples hands.
  • Same in India: WPs, WPs everywhere.
  • Where is Icon? lol
  • Dead.
  • Well, all those people claiming for Denim update last month would argue with you about that. 
  • It's dead. Verizon doesn't even sell it anymore. It obviously didn't sell very many before they killed it. As a former Verizon customer and 928 user who switched to att because of the killing of the icon I know that it is dead.
  • Mine is very much alive and fabulous.
  • With that ugly Verizon logo you stare at every day? Posted via the Windows Central App
  • +1 Icon here still mint and breathing hehe... Wonderful phone!
  • icon has iconic failure ! sold mine ! it does not go with wp, no double tap  no glance, poor battery ! that might be the reason being flopped !
  • Those 2 features are not deal breakers for me. Glance and double tap to wake came after the icon was made I believe and as I bought mine new I was not looking for them to begin with. I may be wrong bout glance and double tap feature availability but point is the phone is not dead for me and does everything I need it to plus I get alot of compliments on it hehe...
  • Can we please stop with this kind of article layout? They're being used for all kinds of content and the only thing they even come close to suiting is an image gallery. For anything else it's not attractive and it's not as usable or readable as a simple one page article. 
  • Hit 'View All' and the problem is solved. And sorry no, I like this layout for these types of articles.
  • Shouldn't the readers like the layout rather than you? ;)
  • The customer is always right!
  • True, but most feedback we have received (email, twitter, comments) on this layout has been positive, not negative ;) So those "customers" are right too.
  • But most of the people that sound off in comments don't like it. Atleast that's what I've seen most of the times. Maybe they don't have email or twitter I guess :P
  • From my experience, negative opinions/rants/etc make up the majority of comments, where those who like something remain silent, so the negatives are often disproportionately represented. Another way of putting it, people are more like to leave reviews when they don't like something rather when they do (or have no strong feeling). I do take everyone's opinion here seriously and we do keep track of complaints/frequencies, etc. No worries. This format is not finalized and things will likely change.
  • My only issue with the recent change in the layout is that it somehow resulted in enormously sized font that doesn't match up with any other website I visit, so now I have to shrink the view down to 80% whenever I visit Windows Central and then manually set it back to 100% whenever I visit any other site on the World Wide Web. Not sure what you chaps did there to make your font suddenly not match up with the rest of the sites out there, but it has been vexing.
  • That's true. Many marketing studies have shown that a satisfied customer will tell 2-3 people about a positive experience, but a dissatisfied customer will tell 8-10 people about a negative experience.
  • He has a point, Daniel. If the article features a lot of images, then the layout which you currently use will really be aesthetic. However even for a one paragraph article, the current layout is somewhat off tangent. Don't get me wrong. This in no way undermines your team's efforts but a better design would be appreciated. And also, multipage articles can be represented in a single page. If its not too much to ask, please consider using Disqus for your comments section and enable that in the app as well for a more richer commenting experience.
  • They already use disqus. Don't they? o.O sorry if I am wrong. I only access through the app.
  • Nope.
  • Thanks for the info.