I would assume that “market share” is related to the relative number of units sold/number of active subscriptions/fraction of total sales in terms in revenue, or some similar metric. I run a variety of different distributions on servers (bare metal, VMs and containers) and desktop computers. Do they all count equally? Without giving it more thought, I wouldn’t even know how to determine the market share of Ubuntu in my own home in a sensible way.
With Windows, I can just count the number of active licenses. Oh wait, its zero.
We can only guess. But they can probably detect contacts for which the phone number is updated or which have several assigned phone numbers.