Windows 10 Anniversary Update doubles usage in a month while Mobile stalls

The monthly report from AdDuplex is out for September and with it comes a heaping dose of the obvious and expected. If by magic you were expecting some dramatic shift in mobile or PC usage for Windows 10 despite the lack of anything momentous to catapult it, you will be disappointed.

Nonetheless, let's take a look at what has – and has not – changed since last month.

Anniversary Update for PC is growing, but still just 1/3

The Windows 10 Anniversary Update (1607) is nearing its two-month release and it now accounts for 34.5 percent of all Windows 10 builds on PC. That number is double that from last month where it hovered at 16.2 percent and bodes well for Microsoft.

Even though "only" a third of all Windows 10 PCs are on the Anniversary Update it should be noted that any enterprise usage of Windows 10, which is limited, will be sitting out the upgrade for at least a few months. Companies take a long time to vet OS upgrades and the Anniversary Update is no different.

Windows 10 Anniversary Update (1607) adoption doubled in one month

Windows 10 Anniversary Update (1607) adoption doubled in one month

Additionally, Microsoft has stated that it will take at least three months before all users are even offered the upgrade (users can force install it at any time).

The reason for the deliberate throttling is to collect more telemetry from users to ensure the upgrade is going smoothly. Presumably, any issues that are discovered can be mitigated on a smaller scale with the company avoiding any headline-generating problems.

Although the update is going as planned developers still have time to target new features in 1607 for their apps e.g. Hero notifications, chase-able Live Tiles, etc.. That also allows time for Microsoft to address any discrepancies in the SDK and improve developer tools.

HP is still king of Windows 10 PCs

Regarding manufacturers, HP is still commanding 22.3 percent of all Windows 10 PCs and laptops. The AdDuplex numbers have not shifted since June with only a few new devices launching over the summer for back-to-school sales.

Behind HP is Dell at 12.2 percent and Lenovo biting at the heels at 11.4 percent. Acer (9.7 percent) and Asus (10.7) are still in the running, but Asus did gain same on the former.

HP has almost twice as many Windows 10 PCs as Dell

HP has almost twice as many Windows 10 PCs as Dell

Microsoft and its Surface line are at 3 percent just ahead of Samsung (2.5 percent) who only sell a handful of laptops.

Anniversary Update for Mobile nears 90 percent

Ironically, Microsoft is having greater success in keeping its mobile users on the latest version of the OS. Windows 10 Mobile Anniversary Update is now on 82.4 percent of all Windows 10 Mobile devices even though it launched two weeks later than the one for PC.

82 percent of all Windows 10 Mobile devices have the Anniversary Update

82 percent of all Windows 10 Mobile devices have the Anniversary Update

That's a significant bump from 52.4 percent just one month ago, and it demonstrates Microsoft's ability to keep modern devices on the latest version.

Even though carrier approval is still needed for the rarer firmware update (see AT&T who finally released theirs this week) it is clear Microsoft now has the infrastructure to rival Apple for keeping users up to date.


Windows 10 Mobile is still stagnant overall

Bookending the successful upgrade story, however, are two, well-known and sobering facts:

  1. Windows phone makes a small and increasingly diminishing amount of the entire smartphone market
  2. Windows 10 Mobile is not even growing within the Windows phone user base

That second point is driven home by the September AdDuplex report that shows only 14 percent of all Windows Phone devices including Windows Phone 7.x, 8.0, and 8.1. That number is completely unchanged from August.

Windows 10 Mobile is not growing even amongst Windows Phone users

Windows 10 Mobile is not growing even amongst Windows Phone users

Of course, with the lack of any new hardware and older phones getting cut from retailers none of that is exciting or surprising.

While HP is kind of, almost launching the Elite x3 it is not readily available in consumer channels, and it is not expected to get a bigger push for at least another month. Even then, it will be at least a six to nine-month enterprise adoption period as companies prefer small internal pilot tests to rushed mass deployment.

Alcatel should also be pushing a new VR-themed power housewith the Idol Pro 4. However, any dates and pricing are not known.

Perhaps even more daunting is that nearly 99 percent of all active Windows 10 Mobile phones are Microsoft and Nokia. If Microsoft was hoping for smaller OEMs to step in to make up for their pullback they are failing miserably. Frankly, a lot of that onus is put on those manufacturers who have released less-than-stellar devices. Even the NuAns NEO could not generate enough interest in their failed Kickstarter campaign.

No OEM has broken into the Windows phone market just yet

No OEM has broken into the Windows phone market just yet

If there is a plan for Windows 10 Mobile, it certainly is not working so far. Microsoft is expected to launch a hero device next year to set the bar, but it remains unclear if they can recreate the same success they have had with Surface and the two-in-one industry (which with gaming is the only growth segment in PCs these days).

The good news in all of this is something I have been saying for a while on the podcast: we are effectively at the bottom regarding smartphone market share. Things can only get better at this point as there is nowhere else to go.

About AdDuplex

The numbers from AdDuplex are collected through their in-app advertising that is prevalent in over 5,000 apps in the Windows Store. That data serves as an important metric within the Windows Phone ecosystem. The full AdDuplex report for September will be posted on their blog at on Friday (September 23).

Daniel Rubino

Daniel Rubino is the Editor-in-chief of Windows Central, head reviewer, podcast co-host, and analyst. He has been here covering Microsoft since 2007 when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, Microsoft Surface, laptops, next-gen computing, and for some reason, watches. Before all this tech stuff, he worked on a Ph.D. in linguistics and ran the projectors at movie theaters, which has done absolutely nothing for his career.

  • I know why it's increasing... 1 hr ago, i went to lunch. I locked my computer and left. When i returned, it was rebooting to Anniversary with out my consent.
  • i don't think at any point have they said it requires consent, have they? i think its considered a windows update. so unless you told it not to perform updates, i don't know if it ever asks...
  • Bingo. Now the upgrade to 10 was supposed be consent. Thought supposedly there were people that have stated that it installed anyway.
  • If you want to stop windows from installing updates, then get Windows 10 Pro so you have the option to "Deter Upgrades". The reason Home users don't have that is because for general use, its more better to have the latest update due to security features (and security patches/fixes) and features that progress the OS. Like @pjhenry1216 said, MS never said they need your consent to a download updates...
  • Correction: you cannot stop Windows 10 Pro from installing updates. Only upgrades. I want to install updates and upgrades on MY schedule, when it's CONVENIENT for me. Windows 10 forces me to install an update the second it arrives which means that if I need to take my computer with me or have it boot up within seconds (rather than minutes) I'm left holding the bag. Plus, the Anniversary update simply makes this OS too busy. The Start menu is still mediocre. It tries to do too much and does it all poorly. Cortana is a gigantic failure and wastes a massive amount of space on the taskbar. Whatever. Sony is on the verge of bankruptcy. Microsoft won't be too far behind. I no longer particularly like Mac OS, but, when you combine the unbeatable quality of the Apple hardware (I've been searching, without success for a comparable Windows machine) with the "it just works" nature of the OS, I'm somewhat tempted to get a Retina MacBook.
  • Other than required restarts for big cummulative updates, which is what active hours are for, not sure what else you're "waiting for". If it's a minor update, the updates are very fast and run in the background. Do you have SSD or regular hard drive? I would recommend going SSD if you haven't already as that drastically speeds up all use cases.  Pretty much disagree with your whole second paragraph, but obviously that's my personal opinion on the OS. I could be wrong but your comment about cortana on the task bar makes me think you haven't really used Windows 10. You can right click on cortana or the task bar and you have the options to hide cortana from the task bar completely, make it smaller into an icon, or leave it as a search box. I personally think the "it just works" saying of Mac OS is just marketing speak and not really accurate. I don't use Macs often, but I've run into weird bugs/issues plenty of times that I have used them. Not saying Windows 10 is bug free, but that no OS "just works" or is bug free. 
  • My problem is that I have nothing to consent with.  Still waiting ....
  • Make an AU USB with the media creation tool, and update using it ;)
  • Ot just go to the upgrade page and direct download and run it ftomt he same computer like I did.
  • What did you have for lunch?
  • I guess he didn't have lunch really. Must have taken a few shots and must've been day dreaming. Accepted the update and then came here to post stupid comments.
  • Lol true
  • Well, It was pasta day, so I had veggies and pasta.
  • Open services and disable windows update, if you do this you need antivirus from Mcaffee or Norton
  • Well, good for you.  
  • I'm soooooo fed up of constantly having to wait for my Windows 10 computer to apply updates when I need the computer NOW that I'm going to set up a proxy server to block Microsoft's servers or set my wifi networks to mobile. Apparently that stops downloads by Windows update but I suspect it also interferes with other services. I understand that Microsoft has taken a lot of flack for how Windows 7 mismanaged updates, but, Microsoft could really stand to take a page out of Apple's playbook. The user gets to decide when to install an update. Updates still happen.
  • I have windows 10 pro. My active hours are 5am - 5pm. I looked through the settings and there is nothing that tells it to update. Everything else might be disabled (company PC). No idea why it updated on it's own...
  • Been using it on a few machines.... In a lot of things it's a step backwards... Go head... On a domain... Try to log off... Hamburger menu, select user name and then select log off. 4-5 steps vs 1 or 2 on the old one.... even Windows 7 is faster than this via the gui... Never mind the TONS of other bugs and issues with it....Still a buggy mess in a lot of aspects...and if you have some older DRM content... It is broken completely in this update....
  • you literally just gave the *3* (not 4 or 5) steps it takes to logoff. It's also *3* steps to logoff on a Windows 7 machine at least. I don't recall what Windows 10 pre-Anniversary was, but the Start Menu overall is a huge improvement. If it was somehow only two steps (as I *know* it wasn't 1 step), I'm fine with extra steps then.
  • I think he may be counting opening Start as well. However you don't need to open the Hamburger menu, so that means it's still 3 steps.
  • If you have a pin/password on your computer, to log off all you have to do it go on your start screen, press the power icon and press sleep... Just like Win7 and 8.1.... When you start your computer back up, it prompts you to log back in (and gives you the option to log into another account if there are multiple accounts set up. Also with the steps you listed, its one small extra second of your time. It's not a deal-breaker to be honest
  • Or just press Win+L to lock your device, if you don't mind signing in with two accounts at the same time :D
  • Sure more steps are annoying sometimes. For instance, I don't like how to switch users I can't just click my picture and get the menu for log off or out. Not I have to click the button on the top, and then the menu. It sucks, but is it really worth b*tching about and calling a step backwards? Not really. I'm not that lazy, so an extra second and a half isn't going to kill me or my mouse.
  • You don't have to click on the hamburger button, you can still click on your picture right away ;)
  • Ah, maybe that's what I'm remembering. They moved the picture and made it smaller right? That must have been what I was thinking. Still not a fan, I thought the fine before.
    Though like I said, it's not going backwards, just not in my direction at the time. =P
  • I was sceptic before I tried that, and thought the old one was just fine. But this way, that the hamburger button only hides the letters and not the actual buttons, it's fine with me. To be honest, it reduces clicking in the Start menu. My only complaint is, that if you open the hamburger, it isn't translucent like the rest of the start menu.
  • "Not I have to click the button on the top, and then the menu." I don't need to do that.
  • Logging out only takes 2 steps (or 3 if you count moving your mouse)... right click the windows logo and go to shut down and sign out, then click on sign out. Which is just as fast as windows 7 if you had log off as the default shutdown option on the start menu.
  • I know you were trying your hardest to make Win10 look bad, but you failed. I mean, you could have added a number of other steps rather than the fake "click on the hamburger menu":
    1) Open your web browser
    2) Go to
    3) Subscribe to MSDN, pay $1000+
    4) Wait for your account to be created
    5) Download Visual Studio
    6) Install Visual Studio
    7) Start Visual Studio
    8) Create a new C++ console application
    9) Add this code to your console application: ExitWindowsEx(EWX_LOGOFF, SHTDN_REASON_MAJOR_OTHER);
    10) Build this code
    11) Open windows explorer
    12) Browse to your newly built project
    13) Open the start menu
    14) Drag and drop the project exe onto the start menu
    15) Open the start menu
    16) Click on the app you wrote
    17) Wait for Windows to log you out
    18) Log into Windows
    19) Open your web browser
    20) go to
    21) Whine and complain about how hard it is to log out of windows It is funny watching people like yourself. Over and over we see these "I can't use Win10 because the default color is one I don't like," "I can't use Edge because there is no paste and go," I can't use a Surface Pro because the kick stand only has two positions." Yes, those were actual complaints here on WC. So Microsoft allows you customize color, they add paste and go, they add infinite adjustable kickstand. And then people like you invent increasingly desperate reasons not to use Win10.   Seriously, 3 clicks?
  • WinKey + R 'logoff' or skip the antiquated Run dialog Winkey 'logoff' I think you might be an apple user... addicted to the mouse, and a lack of options. There's always 5 ways to do something in Windows.  But i'd add a real gripe. The default new style print dialog in Edge requires clicks or tabs. I should be able to do CTRL + P and then 'Enter'. But the print button isn't highlighted by default, so you have to actually press Print. CTRL + P + Enter has been the way since as long as there has been Windows. Its jarring to have to use a mouse when I quickly want to print something.
  • >WinKey + R 'logoff' Again as I listed.... GUI options, NOT key commands. Most users who are not Windows users (I am a systems admin who deals with user level issues as well) are not good with the commands. And this has been a big complaint about it. For someone who was in the preview program...I complained about this... and many others did.... For the record, I am insulted by you saying I am a MAC or past mac user...
  • You should specify that your complaint is coming from users you support, lest we give you pedantic answers to make you fell stupid.  It wouldn't surprise me if there is a Group Policy setting for a UI tweak like that. You should look into it. I bet you could push it from the DC level.  and u deserved the mac comment for being a know-it-all and making blanket 'it doesn't work the way i want it to so its a broken mess for everyone" statements :)   Oh and isn't there a little power button on the start menu? GUI right by the flag?
  • As for the mobile part, I'm surprised that Alcatel with just one phone appears to have more than BLU does...
  • I'm sure partnering with T-Mobile helped there some. BLU are only direct sales on Amazon or Microsoft Stores.
  • I hope Alcatel will gain more share with the Idol 4 Pro, and that HP will do the same thing with the Elite x3. But Acer is at a surprisingly low share in mobile :S
  • Alcatel is strong in Asia, if Microsoft could make a partnership with them and preinstall Cortana, OneDrive, Outlook and OneNote on Android Alcatel devices maybe more people will love Microsoft in that region and ask for Windows Mobile in the future. Just my 2 cents
  • dont know what to say
  • Two main reasons:-
    1) They left out many old WPs (not complaining)
    2) They did not push users to consider W10M (as they did using the Get W10 app for PC), instead they published an app (Upgrade Advisor) in the Store and never promoted it. If there weren't websites like WinC then many WP users would have been left in the dark about that app.
  • Your analysis is completely clouded by your own insistence that you "love Windows" and yet offers no objective facts about markets, share, where they are competing and winning (vs losing) and more. Just because you love Windows (and I would imagine, phone specifically since PC is doing well) that does not ipso facto mean Nadella resigns. Mobile users are just dealing with the harsh reality at this point. Sour grapes is not an appropriate response.
  • Under his leadership we've got W10, Xbox One/One S, Hololens, development in AI field and cloud services. I won't criticize your opinion but I don't think any CEO of any company would want to focus on a failing product. Microsoft, afaik, is not a goverment subsidised company that will keep investing in services which not many people use.
  • Right Deepak.
  • So true!
  • Microsoft should now start to see that their plan to let other OEMs build hardware has already failed. Leaving a handful of nations like the US or the EU countries, and etc. no places around the globe are seeing any Windows Mobile device launch by any OEM, specially in countries where Windows Phone did better than that in the States and like, like Let's say India or Brazil. Even in countries like India, Where numerous OEMs did launch 1 or 2 Windows Phone 8.1 devices, there have been just no W10M devices launched. Such a Sorry state for Windows Mobile. Despite all Its flaws, I just cannot see me being comfortable using anything other than Windows Mobile as my Daily Driver, that all being said when I have a pretty solid Android Marshmallow Device for my secondary phone.
  • Or like italy were wp was 2nd mobile platform in 2014...... Nadella management screwed off users... What he touch become a defeat for ms
  • 8 months past... Still waiting for my 920 to get the upgrade
  • Can't remember if 920 is supported by Win10m or not... but if it is, that will be due to your network carrier taking their time (or not bothering). Instead of waiting, opt into the insider program on RELEASE PREVIEW ring (just highlighting that so you don't pick the wrong ring. :) (Slow ring would work too, but choose RP to be on the safe side)). It will bypass waiting for your network to deploy the update, and will go straight to the Anniversary update of Win10m which was released not long ago. After it has installed, you can opt out of the insider programme (in update settings) and you'll be put back onto the production update line, and will receive updates normally again at the right time :)
  • The 920 isn't supported.
  • Thought so :p just didn't want to claim it wasn't and then prove to be wrong haha. That is why you haven't received the update then @imo786 :p
  • so, nadella, OEMs did not step in, now where's my lumia 960? "we are effectively at the bottom" pls dont say that, you haven't seen real rock bottom, like ALL 8.1 users going ios-adroid-kinda rock bottom
  • All?
  • you haven't seen real rock bottom, like ALL 8.1 users going ios-adroid-kinda rock bottom
    You do realize if all 8.1 users left today no one would still care, right? As in the market wouldn't react and nothing will change. That is rock bottom. Debating about what's left of the 1% is pointless and a statistic anomaly at this point.
  • yes I believe that's how it is, but I bet whatsapp would care, if I'm not mistaken they are still on this platform solely because of 8.1 users
  • Its not pointless. 1% is the reason we are still talking about W10M. At 0% there is nothing to talk about. Anyway, why would OEMS step in when devs allready left?
  • Oeps
  • Third place is still a bronze medal. It's still a 3 horse race. This is a marathon, not a sprint. Long game. Think in terms of years. The success of #1 OEM -HP with Elite X3 will tell the story to come. They have taken the place of Nokia in Win10 Mobile world. "If you build it, they will come" should be the next Windows Central t-shirt for us fans.
  • Lumia is dead, but Microsoft Mobile strategy is not. There could be an emergency plan to clone Android and remove Google services, this is Plan C and companies like Amazon and Samsung have succeded with Android forks
  • When did Samsung fork Android? Posted via the Windows Central App for Android
  • Funny that you say that. I also used to say and think that the Lumia product line is "dead". However, at Ignite they have a session that does refer to Lumia W10M Phones. It is about mass deployment of Lumias in a corporate environment or something like that. Microsoft just recently announced a new "feature phone" ... that made me to reconsider whether Lumia is really that dead as a brand. Who knows ... I will say that Lumia is dead once Microsoft officially declares it dead explicitely.  
  • Or else we will tell Microsoft its dead.
  • Amazon hasn't really succeded there. Some Kindle users switched to their tablets but that's about it. It's not a big player in the tablet market (no Android tablet really is). Oh the phone side, well, we all saw how that went. It's unfortunate because I really like some of what the do with their appstore (paying developers for the time their app was used and giving the app or in app products for free to the user is a very interesting idea, for example)
  • Not happening...the entire Nokia and phone development team both hardware and software have been fired.  Therefore,  the insiders are left to develop windows 10 and windows 10 mobile,  there are no new phones ever to come from MS while NUTELLA is in charge.  Just the facts.  Of course the OEMS are not dropping their pants waiting to get on the windows 10 bandwagon....why?  there is no windows 10 bandwagon.....They want to jump off the titanic as fast as possible.  On the computer side of things,  if there was another good choice of OS I would bet that more OEMS would be leaving windows 10 on that side as well!  Windows 10 and windows 10 mobile is a bust, joke, failure....terrible, buggy,  unstable a year after release.   Come on,  thats not even sensible.
  • I disagree. Next!
  • We will see who is correct danny!     NEXT!
  • I stopped reading at "the insider's are left to develop Windows 10". After that I realised this was obviously a verbal vomit with no knowledge. Been an insider for about a year and a half, and I don't recall ever being asked to help develop Win10.
    Edit: I don't understand how some can misunderstand what I'm saying, but I am saying, us insiders do NOT develop the OS (we do not code it.), we instead test it and give our feedback on bugs/suggestions.
  • You didn't know you were typing code when doing that vomit clean up duty? =P
  • Oh you didn't know that your FEEDBACK is what helps to IMPROVE the OS with either more/less or improved features and the stability of the OS itself. That little bit YOU couldn't understand???????? No wonder I'm waiting so long for them to improve this OS on my 950XL.
  • Ahaha, sorry but yes, that is FEEDBACK. Not DEVELOPING. Do you honestly think these two things are the same??? They are COMPLETELY different. I love how I point out that us insiders don't develop (in simpler terms: We don't code) the OS itself, that's down to the programmers in MS (shocker right?), we only only test it to find bugs they have missed and give our opinions, and you reply with a comment that proves my point and makes yourself look idiotic :)??! I know full well what my role is in the insider programme. Maybe you should re-evaluate yours, if you honestly believe insiders DEVELOP the OS. Maybe actually read what my comment says ^ before claiming I'm saying something that I'm obviously not. Thanks
  • I lasted until nutella. I don't know if that word is used because the person is racist or just because they think it's funny the name sounds like that but what's clear is the person is stupid and angry for some unclear reason
  • Oh get off your high horse with the racist crap!  Jesus,  its a joke...chillax people....I started using Nutella insetad of NADELLA because he has the same amount of knowledge for developing a tech company as a jar of Nutella....
  • Or because you'd like to taste him? :P
  • homophobe!      ha ha ha.  Nutella is friggin yummy but it does not have the brains,  or brawn to run a tech company.  Makes one hell of a filling in the tim hortons donut tho!
  • I'm still wondering how Windows 10 is a bust. Maybe you can explain?
  • Most who say different are really just those trying to keep the faith with MS, understandable but some who are heavily involve