Microsoft Lumia 640 is the second most popular Windows Phone in the U.S. right now

This morning, AdDuplex, a partner with Windows Central and deliverer of cross-app promotions for Windows and Windows Phone devs, has released their August numbers for Windows Phone. The data is collected 5,000 apps running on all the Windows Phone in the global market and reveals current trends within the world of Windows mobile.

Considering that the last Windows Phones released on a wide-scale are the Lumia 640 and Lumia 640 XL, there has been little momentum recently. Pooled with Windows Phone 8.1 effectively being in a holding pattern as we wait for Windows 10 Mobile, this month's numbers are a little less exciting.

However, the Lumia 640 is finally making inroads into the small Windows Phone market, particularly in the US.

Lumia 640 races to #2 spot in U.S.

It was only in last month's AdDuplex stats (July, 2015) did we see the Lumia 640 for the first time in the US. The phone entered in the #10 spot, but just 30 days later it has achieved #2 with 8.8 percent of all Windows Phone in usage besting the old Lumia 521.

The Lumia 635 is still king at 31.4 percent, and we now have some numbers for some of the older flagship phones:

  • Lumia 1520 – 2.9% (U.S.)
  • Lumia 1020 – 3.0% (U.S.)
  • Lumia 928 – 3.2% (U.S.)
  • Lumia 920 – 4.0% (U.S.)

Unfortunately, the Lumia Icon was not broken down and is likely in the 22.9 percent 'Other' category.

Is it strange that the Lumia 920 is still ahead at 4 percent when compared to the Lumia 1020 and Lumia 1520? Probably not. The Lumia 920, in our opinion, is still the quintessential Windows Phone. Besides being heavy, it was the best all-around device that appealed to the masses. That is the is the kind of magic Microsoft needs to repeat with the upcoming 'Cityman' and 'Talkman' flagship phones and argues for a non-niche approach to the market. Solid all-around specs and nothing completely off-putting. The Lumia 1520 was seen as too large by many and the Lumia 1020 a bit extreme for most consumers.

The Lumia 640 is a well reviewed and received release from Microsoft, and although it doesn't save them, it does keep their foot in the race until this fall. No word on the Lumia 640 XL, unfortunately. Seeing as that phone is only on AT&T and is still new-ish, we may see some more details next month.

Windows 10 Mobile 1 out of 30 devices

Microsoft's Windows 10 Mobile is still in the preview/beta stage being a part of the Insider program. Still, it should not be unforeseen that passionate Windows Phone users would opt-in to test the OS. This month, the nascent OS hits 3.3 percent of all active Windows Phones resulting in a 1-out-of-every-30 devices running the new operating system.

Considering how easy Microsoft makes it to enroll in the beta program this is likely the result Microsoft wanted. Windows 10 Mobile is still a few months out before general release so we should see this number increase steadily.

Globally, Microsoft and Nokia devices still make up nearly 97 percent (96.81%) of all Windows Phone sold, a slight increase of 0.06 percent over last month. White-label devices like BLU are only having a marginal impact on a 0.02 percent increase for 0.77 percent of tall total Windows Phones.

India likes the 640 XL

Early numbers seem to suggest the Lumia 1320 replacement – the Lumia 640 XL – is picking up some steam. Although only a 0.4 percent increase, over last month the large budget phone is at 3.4 percent for all Windows mobile devices in that country. Matching that increase is the Lumia 525 (3.3 percent) and Lumia 730 (8.1 percent).

The current most popular Windows Phone is still the Lumia 535 at exactly 20 percent.

The good news, if any

The AdDuplex numbers only reflect percentages within Windows Phone. As a result, they do not reveal much about the overall mobile market and Windows Phone's place in it. However, they do show that newer devices like the Lumia 535, Lumia 640 and Lumia 640 XL are appealing to users in certain markets. In other words, their absence would be bigger, more alarming news.

Having said that, we have no idea what Microsoft's sales targets were for those devices, making context difficult.

For now, at least, those budget phones are keeping a foot in the race for Microsoft, but their opportunity for a comeback are dwindling by each quarter. Their best bet now is for Cityman and Talkman to hit all the right notes for consumers, global availability, and great word-of-mouth.

Rumors claim Microsoft has a big launch event in NYC for October

Selling points like Continuum, a Surface-like pen for the Cityman, and the Windows Hello iris scanner could cause some needed waves in the industry. Throw in the positive reception of Windows 10 so far and Microsoft could have some momentum going into the fall. Energy is what they need.

Microsoft's Cityman and Talkman flagship Lumia phones and what you need to know

Let's see if they can execute a great Windows 10 Mobile launch, something of which many people remain skeptical.

AdDuplex will publish their full numbers on Tuesday, August 25 in a blog post on their site:

Daniel Rubino

Daniel Rubino is the Editor-in-chief of Windows Central. He is also the head reviewer, podcast co-host, and analyst. He has been covering Microsoft since 2007, when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, laptops, next-gen computing, and watches. He has been reviewing laptops since 2015 and is particularly fond of 2-in-1 convertibles, ARM processors, new form factors, and thin-and-light PCs. Before all this tech stuff, he worked on a Ph.D. in linguistics, watched people sleep (for medical purposes!), and ran the projectors at movie theaters because it was fun.