Latest AdDuplex numbers show limited Windows 10 Mobile adoption

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It's that time of the month again, when AdDuplex releases their Windows Device statistics report for June 2016, so let's have a look at the current state of Windows both on mobile and desktop worldwide.

As usual, the data is collected from around 5000 Windows apps using the AdDuplex SDK. This time around, the update shows minor changes in the hardware division, as well as a gloomy, but not unexpected, outlook for Windows 10 Mobile adoption. Something uncommon in this report is the addition of Windows 10 desktop hardware information, among which are a few interesting tidbits.

Specifically, on the mobile software front, Windows 10 Mobile adoption rate is shown to have slowed down, gaining only 0.5% of the market share within all mobile Windows OSes last month. With the way Microsoft has been limiting the upgrade to select phones, as well as how relaxed the company is with pushing it onto users (especially compared to their aggressiveness on the desktop front), the situation is not expected to change anytime soon.


Windows Mobile hardware sees some light changes. The Lumia 535 reportedly came back to the top position, pushing the former champion, Lumia 640, back to the third spot when counting all Windows Phone devices, and second when considering only those with Windows 10 Mobile (W10M). Both of these, however, are not original Windows 10 devices, instead upgraded from Windows Phone 8.1, reflecting the continuation of users' transition to Microsoft's current OS. "Native" W10M devices, like the Lumia 550 or 950, on the other hand, sits further down the top ten, at #3 and #5 respectively. On the manufacturer's side, BLU is rising through the ranks, and with the company's new announcement, the gap may widen in the coming months.



What should be more interesting for Windows users on the desktop is the ranking for Windows 10 PC OEMs (since the data is app-based, only Windows 10 devices, and those with AdDuplex enabled apps installed, count). As expected, the big four - HP, Dell, Lenovo, and ASUS - takes up the top spot; what's interesting is the order. Apparently, despite championing the yoga-style convertible laptop and having quite some mindshare, Lenovo is only third when it comes to Windows 10 PC share; the top and second spot goes to HP and Dell respectively. Microsoft is at 7th place, which is rather impressive considering how late the company has been to the manufacturing game.


What about within the Surface family? There are some very interesting insights to be found here. First of all is the dominance of the Surface Pro 3 at one-third the total market share, which also reflects owners' willingness to upgrade. Surprisingly, despite being the youngest member of the Surface Pro line, the Surface Pro 4 is taking the second place, at only a 3% difference to its predecessor. While this may indicate some very positive traction for Microsoft's newest laptop-slash-tablet, as the report only counts Windows 10 devices, it can also be understood that there are simply fewer users who upgraded their old machine than those who just buy a new Pro 4. The other new Surface member, Surface Book, meanwhile, sits at a paltry 3.6% share, most likely due to the high starting price and limited availability worldwide.

It should also be noted that ad-enabled app use could factor in here as well, with perhaps more "professional" users declining to install ad-enabled apps, something the AdDuplex data won't show.


Overall, this month's report shows a comprehensive picture of Windows 10 adoption on desktop and mobile, most of which should not be out of the expectations of most users. There are some interesting news on the Surface line, but most of all, it's a slow month for Microsoft's new OS.


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