Windows 10 Mobile now on 7% of all Windows Phones

This months' AdDuplex report is coming out on November 27, but we have an early look at some of the figures. The report only focuses on changes within the Windows Phone ecosystem and does not contain data for Android and iOS. As such, it is a nice barometer of inter Windows Phone adoption and usage.

Although there have not been too many phones released in the last few months, there are some subtle shifts. Interestingly, the phone stats for Turkey are also being reported for the first time.

Windows 10 Mobile grows

Comparing to last month's 5.7 percent in November devices running Windows 10 Mobile has grown by 1.3 percent to arrive at 7 percent of all Windows Phones.

The number is always interesting as those are only Windows Insiders as the official Windows 10 Mobile update has not yet commenced. The shipping build of Windows 10 Mobile – Build 10586 – went out recently and is expected to be the same as the one for over-the-air updates. It is also the same version shipping with the new Lumia 950 and Lumia 950 XL.

Like Windows 10 for PC, the Windows 10 Mobile Update may have the fastest adoption rate for those already using Windows Phone. It remains to be seen, however, if the new Lumia 950 and Lumia 950 XL can grow Windows Phone market share at the expense of iOS and Android.


The AdDuplex report for November highlights Turkey for the first time. As it turns out, they are a little different than the rest of the world for device distribution. The Lumia 1320 is very popular there as the second most widely used with 11 percent of the Windows Phone market.

The top Windows Phone in Turkey is the very old Lumia 520. In fact, most of the top ten Windows Phones in Turkey are all older devices including the Lumia 920, Lumia 820 and Lumia 625. The suggests that Windows Phone growth in Turkey has stopped, or consumers in Turkey are just less likely to upgrade every year or two.

The US

Not much has changed in the US, which suggests any growth from the newer Lumia 640 and Lumia 640 XL has slowed. The Lumia 640 did gain a modest 2.2 percent over last month and is the biggest winner. It now commands a lofty 14.5 percent of all Windows Phones but is still dwarfed by the Lumia 635 at 32.5 percent.

It should be real interesting to see if the Lumia 950 and Lumia 950 XL make any appearances at all on these AdDuplex reports in the coming months.

Finally, for the first time the device ranks have seen a slight decline for Microsoft/Nokia phones with a super modest -0.05 percent decline. Huawei and 'Other' are the only ones with growth. BLU still holds 0.22 percent

Mexico, Brazil and the Lumia 640 XL

In Mexico and Brazil, the Lumia 640 and Lumia 640 XL do seem to make some inroads. In Mexico, the Lumia 640 XL now has 3.8 percent of the Windows Phone market, and the number is higher in Brazil with 4.9 percent. These gains mostly come at the expense of older devices like the Lumia 520 and Lumia 710.

Also in Brazil, the Lumia 640 has a 3.2% market for nearly 8 percent when combined with the Lumia 640 XL. The biggest devices there are still the Lumia 520 (17.1%), Lumia 630 (16.7&), Lumia 535 (10.2%) and the Lumia 435 (7.5%).

Wrap up

Not much to report on this month although the increased Windows 10 Mobile adoption by Insiders is certainly interesting and impressive.

The Lumia 950, Lumia 950 XL and soon the Lumia 550 should be hitting markets worldwide and by February we should have a better idea if anyone is buying those phones. Combined with the planned Windows 10 Mobile official rollout and updates starting in December the future of the OS and ecosystem are just now starting their next leg of the race.

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 October will be posted tomorrow, November 27 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.