Lumia 640 still picking up share of the Windows Phone market, but no sign of new Lumias

The February report from AdDuplex has some new numbers out for the US and EU5 (Spain, France, Germany, Italy, Great Britain) and with it comes the continued ascent of the Lumia 640 usually at the expense of older phones like the Lumia 535 and Lumia 635.

We also take a look at India, Brazil, and which phones make up the "other" category. Unfortunately, there are not too many surprises.

The US

For one of the first times, we can see what percentage of Windows Phones in the US are the high-end ones with the inclusion of the Lumia 1520 (2.4 percent), Lumia 1020 (2.4 percent), and Lumia 920 (3.1 percent).

Interestingly, there is still no sign of the Lumia 950 on AT&T or Lumia 950 XL (unlocked) revealed in the numbers. That likely reflects the low adoption rate of those phones in addition to still technically being new to the scene.

The Lumia 635 is still the most popular Windows Phone at a massive 28.9 percent, but that number is dropping with the Lumia 640 gaining 2.4 percent from last month for a 20.6 percent share of the Windows Phone pie.


Regarding the top five European markets - Spain, France, Germany, Italy, Great Britain – the Lumia 930 is at an impressive 4.9 percent of Windows Phone market. The Lumia 535 is the top earner with 10.7 percent, but it is not growing as fast as the Lumia 640, which added 3.2 percent to a 9.2 percent total.

The EU5 clearly has a more diverse market for Windows Phones with the Lumia 925 (3.4 percent) and Lumia 435 (3.5 percent) both having a noticeable presence. The category of "other" accounts for 30. Percent compared to 24.3 percent in the US.


Not much has changed in India since the last report. The aging Lumia 535 is down 1.0 percent to 22.2 percent total. That's enough to keep it in the number one spot for the country. The Lumia 640 XL is up 0.5 % to 5.4 % total.

The Lumia 520 is still in second at 13.8 percent, and there does not seem to be any 8xx, 9xx, or high-end phones with significant market share in that region.


One of the other top Windows Phone markets – despite issues with trying to get new hardware there – is Brazil. AdDuplex last looked at that country back in November, and a lot has happened since.

The Lumia 630 is down one percent, but still controls 15.7 percent of the market. The Lumia 520 is dipping lower too with a 2.3 percent drop to 14.8 percent total.

The Lumia 535 is the fastest growing with the Lumia 640, 640 XL and Lumia 532 all picking up ground.

"Other" Windows 10 Phones

Finally, AdDuplex broke down their "other" category that shows up in the charts as mentioned above. Unfortunately, there is nothing too new or shocking on the list like anything resembling a Samsung or HTC device, which is the bad news. There are, however, plenty of smaller players on the list including some white-label companies that we have not seen before.

There are a few Acer phones, which could be indicative of other models coming out beside the Jade Primo. There are also the current players like Xolo, Yezz, BLU, Coship, and the newer Alcatel OneTouch, who just released their Fierce XL on T-Mobile.

Finally, we can see some testing of the MSM8996 chip from Snapdragon, better known as the Snapdragon 820, which has picked up Windows Phone support.

About AdDuplex

The numbers from AdDuplex are collected through their in-app advertising that is prevalent in over 5,000 apps in the Windows Phone Store. That data serve as an important metric within the Windows Phone ecosystem. The full AdDuplex report for February will be posted Monday, February 22 on

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.