Windows 10 Mobile adoption is starting to pick up steam, although it's still not rolling out as an update to older devices running Windows Phone.
For now, Windows 10 Mobile runs on Microsoft's latest Lumia smartphones, as well as a Yamada Denki Every Phone that made its debut in Japan.
AdDuplex, which specializes in mobile advertising, has now published its latest report detailing the state of Windows adoption on mobile phones in the U.S., Brazil, Mexico, Italy and Germany.
The report shows that Windows 10 Mobile now runs on 7 percent of active Windows Phones, which is promising since it only just arrived. AdDuplex also highlights the most popular choices when it comes to Windows Phones.
"The big global trend this month is the continued growth in popularity of the Lumia 640 and Lumia 640XL," the report points out (slide 2). "The 520 continues to be the most popular device in use worldwide but that popularity continues to decline."
The Lumia 520 soared in popularity globally due to its low price tag and good specs, which made it a hot choice for budget shoppers looking for a reliable smartphone that wouldn't break the bank. The handset declined 0.7 percent, marking the biggest change this month, but still holds 14.6 percent of Windows Phone market share worldwide.
Further detailing the Windows Phone distribution, the report shows that Windows 10 Mobile powers seven percent of devices, seeing a 1.3 percent growth in November, Windows Phone 8 runs on 9.1 percent of devices, Windows 7 is in use on 5 percent of devices, while Windows 8.1 is the most popular version, powering the vast majority of devices: 78.9 percent.
When it comes to the handsets themselves, the Lumia 635 is the most popular choice in the U.S., with a 32.5 percent market share. The Lumia 520 leads the charge in Mexico, Brazil, and Turkey, with 25.1, 17.1, and 18.4 percent, respectively. The Lumia 630 is the most popular device in Germany and Italy, grabbing a 14.1 and 15.7 market shares, respectively.
It's also worth pointing out that the Lumia 640XL has replaced the Lumia 925 as the 10th most popular device in use worldwide.
In terms of Windows Phone OEMs, Microsoft/Nokia dominate the scene with a combined market share of 97.02 percent, followed by HTC with 1.23 percent and other OEMs such as Samsung, Huawei, and Blu, all with shares below one percent.
Windows 10 Mobile adoption should significantly increase starting in December, when Microsoft will start rolling out the new OS as an update to Windows 8.1 phones with 8 GB of storage. The recently-launched Lumia 950 and Lumia 950 XL Windows 10 flagships should also see increased sales, further adding to the Windows 10 Mobile market share.