Which countries have the largest piece of the Windows Phone pie?

In many parts of the world, Microsoft's share of the smartphone market is steadily growing, with Windows Phone now enjoying double-digit share in some countries. However, the company's global market share is still only around 3-4%, while Android continues to dominate with over 80% of the market. 

But which countries represent the largest contribution to Windows Phone's total share? Or, to put this another way, which markets have the largest piece of Windows Phone's tiny pie? 

To answer that question, AdDuplex studied data from 11 apps and games worldwide that served up its ads to users on one day - July 8, 2014. These apps were chosen to represent a truly "global" audience, with a total of 200,000 ads served to them during that 24-hour period, helping the company to build up a profile of where the largest concentrations of Windows Phone users were located around the world. 

The stats show that the United States is the biggest fish in Windows Phone's little pond, with 11% of its user base. Next in line was India (7.5%), followed by Brazil (6.9%), with Italy and Russia completing the top five, each with 4.3% of the Windows Phone market. Despite its massive population, China makes up just 3.7% of Windows Phone users - equal to both Mexico and the United Kingdom. 

AdDuplex does add the caveat that certain factors may affect the accuracy of the figures presented such as ad strategies on a country-by-country basis, although we have to believe that if the margin for error was too great, the company would not have published these stats at all. So while the exact percentages may be slightly off, it seems fair to assume that they are broadly representative in showing where the largest proportions of Windows Phone users are around the world.

Source: AdDuplex via TNW | image via AdDuplex

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Xolo and MicroMax having released those WP devices will surely boost Indian numbers soon.. Specially, devices like Canvas Win W092, priced at USD 100 mark and decent specs will surely boost the sales up..

above says - ' AdDuplex studied data from 11 apps and games worldwide that served up its ads to users on one day - July 8, 2014. These apps were chosen to represent a truly "global" audience, with a total of 200,000 ads served to them during that 24-hour period, helping the company to build up a profile of where the largest concentrations of Windows Phone users were located around the world'

If the user in the country did not use one of the chosen apps serving ads then no data point was captured. The US scored high because people in the US use their phones with apps, they use their phones as a 'smart phone' In the European countries where we expect double digit WP marketshare there are fewer data points captured in the graph above. This means fewer people using the selected apps serving adverts.

This backs up something I have always said here on NeoWin, The Europeans and South Americans who have double digit Windows Phone marketshare don't use their phones like we do, they are not 'good' customers who buy apps and use the ecosystem. They are buying dirt cheap low end phones like the 520 and just using it as a phone.

Of course there are other ways to interpret this.

This is understandable why there is very little support for Windows Phone in Canada.. our niche market is split between Blackberry and Windows Phone.

Lachlan said,
.....

Yes. My cell carrier doesn't even offer a Windows Phone at this time, but we do have all BB10 devices with the Passport in the queue.

Ugh, I hate the Canadian cell market, I feel like it's still all about Apple and BB, with Android finally gaining some ground. I wouldn't mind if BB made a comeback, more choices are better but people need to learn to try things including WP.

Lachlan said,
This is understandable why there is very little support for Windows Phone in Canada.. our niche market is split between Blackberry and Windows Phone.

Rogers have like 5 different Lumias but other than that it's very dry. Bell only carries the Ativ S, Telus and Fido both carry the Lumia 625. Videotron only carries the HTC 8S.

WIND did carry the HTC 8S and Huawei Ascend W1 (which I own) but they've discontinued them and don't offer any WP8 devices currently. They never received updates either.

The Blackberry effect does hamper it in Canada especially. Even though Blackberry has crashed big time it's still a lot more popular in Canada for obvious reasons.

Rogers only has 3 different WPs right now all Lumias (520, 625, 1020). The 1020 is the only decent phone if you are looking for high end, but it's over a year old now. They should be selling the 1520 and 930, in addition to the current selection.

Only 11 apps? Only 1 day?

July 8 was the Brazil vs Germany game

Maybe that two countries was not in mood to use certain apps (is AdDuplex on Facebook, Twitter or Instragram apps)

What about México? We were (kind of) celebrating Brazil was kicked (at least with lot of memes)

Not all people follow soccer, but most people share comments about it just as social stuff

I don't care if WP doesn't manage to match or surpass iOS or android.

I just hope they sell just enough so that the manufacturers keep selling them and for us to have a viable third option.

iphones are damn expensive over here and a bit limiting and androids are just a mess when it comes to UI/UX and features parity and the lack of guaranteed, non-bloated updates, unless it's a nexus, or moto perhaps.

Darth Tigris said,
So to those that keep saying that MS needs to stop focusing on the US so much because people aren't buying WP there .......

MS definitely need to focus on the US. By comparison ios and android have somewhere around 40% each

I think when people say they should stop focusing on the US is not to let go the US market, but instead to bring their services on par to other areas (e.g., Cortana, Bing, etc).

sviola said,
I think when people say they should stop focusing on the US is not to let go the US market, but instead to bring their services on par to other areas (e.g., Cortana, Bing, etc).

This. Including Xbox Music and Xbox Video as well.

As a whole, Europe has a bigger share than the US. All Europe countries in this list, together, account for 25.1% of WP market share. Latin America accounts for 15.5% and Asia for 20.2%. Of course the other 27.1% will probably fall into these areas, so, you can add 9% to each area to get final numbers. Which would bring Europe to 34%,. Asia 29% and LA to 24%.

macoman said,
I thought Europe was ahead in user base than the US.

add up the European countries...

UK 3.5, Italy 4.3, Germany 3.5, France 2.9, Turkey 1.7, Poland 1.7, Finland 3.0, Spain 1.5 = 20.4% .. And that does not include the European countries that have been categorized as "other" because they have 0.9% or less.. like Austria or something..

That is versus 11% of the US.. so there are double the users in Europe then in the US.. (there are almost double the people in Europe so about the same usage)

Lachlan said,

That is versus 11% of the US.. so there are double the users in Europe then in the US.. (there are almost double the people in Europe so about the same usage)

To be clear, the graph shows that 11% of ALL Windows Phone users are based in the USA, not that 11% of US smartphone users use WP.

macoman said,
I thought Europe was ahead in user base than the US.

But makes me wonder are the 'Other' that takes 27%. What country is that? Other world?

Alvin Nukman said,

But makes me wonder are the 'Other' that takes 27%. What country is that? Other world?

The "other" refers to the other 170 countries in the world (or however many get MS phones), which have less than 1% share.

-adrian- said,
the relative marketshare per country is different. Europe is around 10%. That is the share per country of just WP


UK, Germany and France together have 10%
Then another 1.5 for Spain, another 3 for Finland. Add in Poland and probably the majority of "other" is European countries.

So no Europe is FAAAAAR more than 10%, just the EU is far bigger than 10%. They just show EU as separate countries while US is shown as one and not separate states.