• Counterpoint’s consumer eSIM survey revealed a strong correlation between eSIM awareness and ownership of eSIM-capable devices.
• Smartphone compatibility remains a significant barrier to eSIM adoption, alongside low awareness of the technology.
• Over three-quarters of respondents expressed willingness to purchase an eSIM-only smartphone.
• Targeted awareness campaigns, along with the introduction of eSIM capabilities in mid-tier smartphone segments, are essential for driving adoption.

Counterpoint’s recent consumer eSIM survey shed light on a key growth opportunity in the mobile connectivity landscape – eSIM adoption. Although awareness around eSIM technology remains relatively low, with only about one-third of the respondents aware, the findings highlight a significant correlation between owning an eSIM-capable smartphone and being informed about eSIM. This underscores the need for eSIM functionality to penetrate beyond flagship devices into lower-priced models, making it accessible to a broader audience.

Survey Results : Consumer eSIM Awareness

Source: Counterpoint Research

Despite its growing presence in premium devices, only 39% of respondents who were aware of eSIM reported actively using it. This highlights a hesitancy in adoption, driven by limited information about the technology and compatibility constraints. However, the survey also presents promising trends – users report high satisfaction with eSIM services, citing ease of activation and device setup, and a significant portion of respondents expressed willingness to purchase eSIM-only smartphones. Such positive sentiments signal a bright future for eSIM if the ecosystem addresses its current challenges.

The eSIM landscape has evolved considerably, with over 400 operators now supporting eSIM services and the average number of supported devices per operator exceeding 50. To achieve the next phase of growth, the industry must focus on two key areas – targeted awareness campaigns that showcase eSIM’s advantages, and the integration of eSIM functionality into budget and mid-tier smartphones. These steps are particularly vital in developing markets where affordability and accessibility drive adoption. With these efforts, eSIM could reach a new inflection point, building on the momentum created by milestones such as the launch of eSIM-only iPhones in the US in 2022.

Access full 4-pager report here.

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