It seems you're living in the UK. Windows Phone has had more success there than in the US. American consumers are fairly close-minded; they, by and large, follow the herd and refuse to consider alternatives. Android is gaining traction, but I still come across people who chose that platform only grudgingly; they prefer the iPhone but aren't willing to pay the premium to get one. They're painfully ignorant of other platforms, as evidenced by all the fanfare over ApplePay and the way people talk like Apple has invented NFC payments.
The problems for Windows Phone are exacerbated by atrocious retail and carrier support. Microsoft talks extensively about partnerships but carriers do little to promote the platform and most retailers don't care their phones at all. The only place you'll find them are carrier stories and there employees, either due to ignorance or pressure from management, actively steer consumers way from Windows Phone.