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Windows Phone 8.1 Preview reportedly installed on over a million devices in one week

Every month we look at numbers from AdDuplex, the cross-promotion network for Windows Phone and Windows 8 apps. Those numbers give us an overview of how the Windows Phone market has been doing the past month. It’s also an opportunity to potentially spot some new handsets before they come out.

Today we’re looking at the numbers for the month of April. Windows Phone 8.1 became available last week through the Preview for Developers program. Did it make it into the stats?

Windows Phone 8.1 Preview already 3.1% of installed Windows Phone base

Windows Phone OS April

This is actually pretty remarkable when you consider who right now can install Windows Phone 8.1. The only way to get Windows Phone 8.1 is to have an existing Windows Phone 8.0 handset and intentionally join the Preview for Developers program. You can’t buy the Lumia 630 or Lumia 930 yet with Windows Phone 8.1 yet. The update isn’t available to average consumers with an OTA update. You really need to manually install it.

It’s a little humbling to see that only 3.1% of the entire Windows Phone population is running Windows Phone 8.1. It was estimated by AdDuplex back in January that there were about 50 million Windows Phone 7.x and 8 devices in the world. Assuming that's accurate, 3% would equal just over 1.5 million devices. The last time we checked with Microsoft, the Preview for Developers program had less than 200,000 users, making this some very significant growth.

Though it’s called Preview for Developers, it’s really an enthusiast program and many of you out there are running it without ever having written a line of code in your life. That means we, as enthusiasts, make up just three percent of the user base. We really are the vocal minority huh?

Windows Phone 8 is chilling at 78.0% marketshare, while Windows Phone 7.x is clinging to life at 18.9%. It won’t be till later this year that a lot of folks with Windows Phone 7.x will finally have their two-year contracts end. We’ll probably see a big drop in those numbers late this year.

Nokia still king


Is there really any surprise here? Sure, Samsung does have a new Windows Phone 8 handset out with the ATIV SE (see our hands-on), but Nokia is still the only OEM pushing hard with Windows Phone. Nokia controls 93.5% of the market, while HTC holds 4.4%, Samsung at 1.3% and Huawei with 0.8% bringing up the rear. It’ll be interesting to see how this picture looks later this year when all the new OEMs join.

Lumia 520 rocking the top

World April 2014

Again, no big surprise here. The Lumia 520 is still the most popular Windows Phone out there. It controls 34.4% of the global Windows Phone market. Not surprising for a phone that you can pick up for under $100 and in most places, plus if you’re really lucky can find it around $50-$60. Number two is the Lumia 920 at 6.4% and the Lumia 625 in third at 6.3%.

United States / Carriers

US Carriers April

Last month Verizon had only 13.4% of the Windows Phone marketshare for carriers here in the United States. Did the Lumia Icon help push sales? Looks like it. Verizon moved up ever so slightly to 13.7% of the carrier share. AT&T is still on top at 34.0%.

United Kingdom

UK April

It’s been awhile since the AdDuplex numbers looked at the UK. Curious to which Windows Phones are popular there? Of course you are. Surprise, it’s the Lumia 520 on top at 39.7% of the market. Followed by the Lumia 620 and the Lumia 920. You’ll see a trend of the Lumia 520, Lumia 620 and Lumia 920 all controlling the top positions for most countries.


China April 2014

Head to China and you’ll find a slightly different picture for the Windows Phone landscape. On top isn’t the Lumia 520, but the Lumia 920 at 21.2%. It’s also one of the few countries where the Lumia 1020 and Lumia 1520 (two very high-end phones) do well enough to show up on the charts. Most countries will have those devices grouped into the ‘other’ category because they have such low marketshare.


Philippines April 2014

In the Philippines the Lumia 520 reigns supreme at 28.6% of the market. It’s followed by a handful of other low-end devices like the Lumia 625, Lumia 610 and Lumia 800.


  • Italy – Lumia 520 at 32.1% and Lumia 820 at 9.6%
  • German – Lumia 520 at 18.6% and Lumia 920 at 14.2%
  • Australia – Lumia 520 at 29.3% and Lumia 625 at 11.9%

No new handsets

Normally these AdDuplex reports will show a new handset or two on the horizon. Unfortunately we’re not seeing anything new on the radar this time. RM-1045 are 1080p 5-inch devices that have been popping up around the globe, which means it’s probably the Lumia 930. That’s about it.

Look forward to the full report on the AdDuplex blog tomorrow!

Want to win a Nokia Lumia 720, a Nokia Lumia 1320 or a Huawei Ascend W1? Then participate in the monthly photo challenge and their app publishing competition. Just head over to the AdDuplex blog for full details!

Data souce: This report is based on data collected from 3886 Windows Phone apps running AdDuplex SDK v.2. The raw data analyzed was collected over the day of April 17th, 2014 (UTC time) unless otherwise stated. We have made every attempt to consolidate different reported phone model names under their canonical retail model names, but it is possible that some of the rare model name variations were not accounted for.

Thanks Alan (@ailon) for sharing the numbers!

  • The 1.5 million number is significantly less once you factor out my Windows Phone collection ;)
  • I think they did, read the small
  • Daniel I think we all gonna get it before the consumer
  • What's with all the
  • know just noticed that
  • That means 1.5 Million peoples are using Bing :)
  • Man, it's alot more
  • Actually, everyone with iOS7 is using Bing too...
  • What would happen if both Microsoft and Google didn't allow Apple to use their services like search engines and maps? Can they survive on their own?
  • Yes
  • Totally. Remember that maps were a fiasco? Yet iphone sold like hotcakes. Still waiting (and hoping) to see those lines for lumia.
  • To me, the absence of Google maps seemed to hurt them a lot in terms of reputation, but I didn't know about the actual sales. Do the people still get it just because it's Apple, or do most people not use navigation? Also, wouldn't Siri die if Microsoft or Google didn't allow them to use Google search or Bing?
  • True. I am not arguing about the importance of google and microsoft services in ios. I am merely pointing out the fact that apple sells more because of its reputation than anything else. Anyone saying otherwise should look at the sales figures outside US.
  • Indeed.   While Apple maps did take their toll on Apple's reputation, people eventually got over it, once they improved. And unlike a company like Microsoft, where even the tiniest mistakes can't be forgiven (well, granted, Vista wasn't a tiny mistake, but still...), I hear all the time, "Oh, Apple maps weren't /that/ bad," or "Apple was making maps for the first time, what'd you expect?"   I'm not saying those statements aren't true, I just find it interesting how forgiving people are towards Apple just because of their iconic status. If Steve Jobs knew anything at all: It was how to create a brand.
  • Apple would probably "invent" the search engine to use for Siri. Just like they "invented" everything else. Hell, if Jony Ive was stuck on a deserted island he could probably "invent" his way off XD
  • Map data was replaced by their own solution. Apple can't just whip up a search engine to replace the massive amounts of data lost by Bing. People will wonder why Siri doesn't answer questions like she used to ("How tall is Lebron James?"). I believe Bing powers Yahoo too, so that wouldn't exactly work either.
  • "the Preview for Developers program . . . making this some very significant growth." Thanks to Dan's lecture article about Preview for Developer
  • You posted your comment even before the article was published. Now that's what I call cheating!
  • Lol.. Good call!
  • I love my collection of WP handsets, WP 8.1 is brilliant, the only thing I await is; Cortana! Bring it to the UK properly! C'mon MS!! Lumia 920, HTC HD7, Lumia 520 and Lumia 925 household.
  • Hmmm I'm in Angola and I'm using Cortana... Why don't you change your region and language to US until Cortana is ready for the UK at the end of the year?
  • Maybe because he cant be bothered to see his system in US english which looks horrible in some corners of the phone:) Maybe he also wants his phone to understand him speaking english rather then "american"
  • True! I am English not American, but is not because I can't be bothered it is because I like having all of my UK settings.
  • What's horrible?
  • I had it for about 1 day and got sick of it not understanding what I was saying, I wanted it to use the English searches and not use the US store too.
  • Yeah same here, I installed it on 8 devices, but then none of them have run apps with the adduplex sdk either
  • I'm one of the million!
  • I'm one in a million! ;)
  • Nice!!! Music app can't see m4a tunes though, only problem I have
  • Are you sure? It can for me. It always could and still can.
  • Yeah its an album that I could see on 8.0 but not 8.1, maybe its something else too
  • Look at that HUGE orange slice. It's going to be what XP is to PC. Kill it. Please. Now. Don't let it drag on.
  • My thoughts exactly.
  • They could have if, after they pulled that shameless stunt with WP7.5/WP8, they had offered people a chance to exchange their phones for a new WP8 device for a symbolic price. They didn't. So people kept buying WP7 devices (because they were cheap) long after WP8 came out.
  • Maybe they made too many and had to get rid of stock?
  • That's not all bad, buying wp7 is better then buying an android phone. Helps the ecosystem either way
  • Have to agree. These people will move to WP8 sooner or later, I'm sure.
  • Not really. Actually I know lot of people that went to Android after what Microsoft did to WP7. It was something really really stupid and the timing of the release of the first Lumia devices, which put WP on the map, even worse.
  • Agreed, it was all kinds of stupid. The biggest damage wasn't just in the consumer market. If I was a developer, I'd still be pissed enough to keep boycotting the platform. At least for five years until I was confident they finally had their shit together.
  • The whole wp7 not upgrading isn't as bad as you think for a developer. Obviously a little more work maintaining 2 branches of the same code, but it hasn't changed my opinion developing. I personally will continue to support wp7 for a bit longer. The only thing I wont release on wp7 is the unity game I'm working on, as its obviously not supported. You need to remember without doing what they did, they couldn't of made as many changes to wp8 as they have. I for one am happy with how it went.
  • No but the people you said bought wp7 long after 8 came out, it was common knowledge at that point they wouldn't get upgrades.
  • No it wasn't though. They release the Lumia 900 less than six months before they released information that it would not get WP8. People were PISSED.
  • That's anecdotal though. I know a lot of people who were willing to try WP8 after its release too. See how that works?
  • I'm surprised to see that WP 7.x makes up 1/5 of the Windows Phone OS after 8 being out for almost two years.
  • maybe upgrade cycles?
  • That's most likely the case. I actually have a 900 myself and will be dropping that 18.9% by one user this weekend with a new 1520.
  • How do you not have your upgrade yet? I got my 900 on launch week so my 2 years was up on the 9th but I upgraded in January because I went no contract with next
  • My contract ended on April 15th but the first chance I gave to upgrade will be this weekend.
  • in Canada providers just switched to 2 year contracts, before we were stuck on 3 year upgrade cycles
  • (:0
  • "once you go big you'll love your rig"
  • Congrats man!  I predict you will love it.  I went from a 900 to a 520 (mic holes got all fouled up on the 900 and I couldn't get them clean enough to be heard properly anymore) and then to the 1520 and boy do I love it.  I almost envy you your excitement! 
  • Good old 2 year contracts with carriers. Maybe some,WP 7.x's are waiting for 930's etc.
  • Might be to do with the fact that until a few months ago WP 7 devices were still widely available to buy at cheap prices, so they were brought by quite a lot of people.
  • Where's our updated music app?
  • It wil come, relax and enjoy your phone.
  • Honestly... That's my WP "need for the week" that's what I'm really waiting for,,almost with the same anticipation as waiting for WP8.1 Sunday before last...
  • You relax!
  • Lol!!
  • Nokia mix radio is picking up the job for all the music on my phone.
  • +920
  • Just crashes on my 920 when I tried to open my music. I'll try installing it again later.
  • Nope, still black screens =/
  • I know MS will get the app working great someday. But i would be suprised if today's release actually shut people up.
  • Man ...these media apps on WP are utterly broken. I CAN'T PLAY VIDEOS BECAUSE THE VIDEO APP SAYS "Signing up" WTF!!!   My music app is either my Zune 80 or Nokia MixRadio. Microsoft sux big time with these half assed efforts in the media front.
  • They work fine on my WP8. Yes EIGHT. Not point one developer preview.
  • My music tags are messed up through Xbox music app! I play Eminem and there is Rihanna in background xD
  • It's because Eminen and Rihanna made songs together.
  • The point is, Xbox music messed up my tags. That app needs to be updated xD
  • What's messed up, the app or listening to Eminem? :P
  • Is that a smell of Justin Bieber fan? :P
  • Eminem is one of the greatest musical artist in years.. His content is full of substance.. What do you listen to?
  • Eminem is my favorite artist, I'm a Stan (if u know what I mean) ;) He is also top artist on Xbox music store. I think everybody loves him, but that's not topic here xD
  • Neither was your J Bieber comment... Lol!!!
  • That was a question for @asylumxl xD end of discussion :)
  • Taste is the enemy of art.
  • Yea, til you get older then you realize he's a complete idiot.
  • EXACTLY, where is update to Xbox music?! I needed because it's the only player that scrobble to! And I cannot listen to music without scrobbling :(
  • Me too! I'm waiting for it so badly. The existing on 8.1 now can't do is best! Album artwork and backgrounds are no more there. Now in using the mix radio but seems so slow on loading my own music from the storage. I can sync music from iTunes but everytime need to sync like new, not updating the synced one. I can not wait the syncing process of 1000 songs everytime...
  • To be fair, i didn't do the preview for GDR3 because it wasn't a major update. I couldn't wait for 8.1 however. This update was worth risking an issue for.
  • same here. 8.1 is an experience I couldn't avoid this time.
  • I like to live on the edge
  • True. Windows 8.1 Preview messed up my PC by not allowing me to upgrade to Windows 8.1 proper.
    But I still risked upgrading to Windows Phone 8.1 Preview because of the new features.
    My Lumia 1520.3 deserves to run the latest and greatest software.
  • Lumia 1520... Best device on the market..
  • same with me. 3 months are too long to wait for wp8.1
  • Have they said anything about total numbers of users? Like has it gone up to 55 million or something? Or will that be tomorrow?
  • No, not until Friday :D
  • It is still counted as 50 millions, thus 3.1% makes it 1.5 million WP8.1 users.
  • So there was not a gain in users then? At all? Hm... bummer. Where did you see those numbers?
  • Its in the article, they are still using 50mil number from January.
  • Oh, I see what you mean now. I thought that was just an assumption on their end, though.
  • Surprised? Your reliable source also confirmed.
  • Yes, I'm surprised that the Developer Preview spiked by apparently 750%. Judging by the article, so was Daniel. What's your point?
  • Lol exactly. Crow best served cold
  • I have no idea what that means (and neither does Bing) so I'll leave you alone to ramble on, m'kay?
  • LOL right. Oh hey there's a couple of typos. Make sure to let the editors know.
  • Bing doesn't know what "eating crow" means? The phrase is at least two hundred years old.
  • It means when the wildlings take over Castle Black they're going to eat Jon Snow and his friends, right? He knows nothing anyway.
  • It means running your mouth then being proven to be utterly false and a moron.
    Another version, is like running your mouth off to your boss then having to go back and beg for a favor or raise shortly after.
  • Well I typed it into Cortana and I got links to "how to eat a crow" so... Yeah, I've never heard of it and neither has Bing.
  • yah, and yet the windows phone support team refuses to offer any help with 8.1 on twitter...
  • Because they are meant to support OS that is released. 8.1 isn't released yet. It's not even in their web pages.
  • Actually, it is in their web pages:
  • That is WP8.1 ready*, doesn't have WP8.1. Only says "future proof".
  • It's called "Preview for Developers", remember?
  • +920 <3 
  • only a couple of annoyances, the main one is redirect to Mobile pages on IE instead of direct web page even on desktop mode grrrrr
  • That's pissing me off to no end. WP IE was the one Mobile browser I could count on to serve me desktop every time.
  • Interesting to see how 520 was meant to be a hit in "emerging markets" yet it's the best seller in the UK. Shows how skint we are :(
  • Austerity measures?