Proximus Global’s new consumer research has reflected low awareness and adoption of eSIMs in the US, UK, and China. However, nearly half of the consumers expressed interest in using an eSIM for travel after learning about its benefits. This presents a growing opportunity for mobile operators and travel-related businesses to offer Travel eSIM solutions to consumers.
A survey of over 6,500 adults in the US, UK, and China conducted by data analyst specialists YouGov discovered that only 33% of consumers globally are aware of what an eSIM is, while 42% are unsure if their phone includes one. Awareness is noticeably low in the US, where 52% of respondents reported having no knowledge of eSIM technology. China ranked slightly ahead of the UK and US for usage, with 27% of Chinese consumers polled reporting having tried eSIM in the past.
A travel eSIM is a SIM card embedded directly into the mobile device that enables people to connect globally to local networks while travelling. The technology is widely available on many popular handsets including Apple, Samsung, Google and Huawei, and solves the need for physical SIM card placement in devices.
The findings indicate a significant gap between consumer awareness and the commercial potential for businesses that provide travel eSIM services. Almost half of consumers (49%) are open to using eSIMs to more effectively manage mobile connectivity while traveling abroad. This percentage is even higher in the UK and China, at 56% and 60% respectively.
Consumers are flexible about where they would buy travel eSIMs. Over a third (36%) would consider purchasing from non-traditional carriers like supermarkets, airlines, or travel websites. Companies like Revolut, Nord VPN, and Carrefour have already launched such services.
“Our research highlights the significant potential for brands in the global travel eSIM market,” said Surash Patel, Chief Revenue Officer, Proximus Global. “Demand for eSIM technology is rapidly increasing. Companies that act now will be well-positioned to capture substantial market share. This opportunity isn’t limited to telcos; with the right partner, establishing an eSIM offering is straightforward. Retail and travel brands can leverage their customer base to drive adoption and explore cross-selling opportunities for travel eSIMs.”
“To secure leadership in the expanding global travel eSIM market, businesses must prioritize developing innovative eSIM-enabled services that cater to the evolving needs of travelers, while also focusing on consumer education,” said Jorn Vercamert, Chief Product Officer, Proximus Global. “By closing the awareness gap, stakeholders can unlock the full potential of this untapped market opportunity.”
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