• Across the people reached out to by the survey, only 35% are aware of eSIM technology.
• While 61% of the respondents ranked “only eSIM” as their least preferred SIM option, they acknowledged its role in enabling multi-SIM functionality.
• Barriers to adoption include limited awareness, lack of any need for switching, and device compatibility constraints.
• Key benefits cited by eSIM users include carrier flexibility, ease of use, and simplified setup.
• More than 90% of eSIM users are satisfied with their eSIM connectivity.

Seoul, Beijing, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Taipei, Tokyo – December 26, 2024

Counterpoint’s Consumer eSIM Awareness Survey reveals that only 35% of the respondents were aware of eSIM technology, highlighting slow adoption despite concerted efforts from eSIM vendors, network operators and device manufacturers to streamline eSIM acquisition and activation. The survey also found a strong correlation between eSIM awareness and ownership of eSIM-compatible devices, suggesting that device compatibility remains a key factor in driving awareness and adoption.

Conducted with 3,535 respondents across the US, Canada, UK, France, Germany, Poland and Japan in their native languages, the survey reveals that 39% of eSIM-aware respondents are currently using eSIMs on their devices. This suggests a reluctance to fully embrace eSIM technology, despite recognizing its importance and the need for multiple SIMs on a single device.

Commenting on the findings, Mohit Agrawal, Research Director at Counterpoint, said, “Despite the clear advantages of eSIM technology, such as enhanced flexibility and multi-SIM functionality, there remains a notable reluctance among consumers to fully embrace it. Our survey data reveals that only 39% of eSIM-aware respondents are actively using eSIMs on their devices, highlighting a gap in adoption. A significant portion of consumers still lack awareness about the full potential and benefits of the eSIM. 61% of the respondents ranked eSIM as their least preferred option for SIM connectivity. Many continue to favor traditional SIM cards or hybrid models due to factors such as device compatibility constraints and a lack of immediate switching needs. Addressing these barriers through increased education and improved user experiences will be crucial for driving wider adoption of eSIM technology.”

Source: Counterpoint Research Consumer eSIM Awareness Survey

The barriers to eSIM adoption and the factors encouraging its use among aware respondents are closely aligned. Only a small percentage of respondents cited the complexity of setup or difficult activation as obstacles, suggesting that the eSIM activation process is generally user-friendly and effective. However, the key challenge remains the lack of widespread awareness and promotion of eSIM technology. While the usage experience appears to be positive for those who adopt it, more targeted efforts are needed to educate consumers and drive mass adoption of eSIM technology.

Siddhant Cally, Research Analyst at Counterpoint, said, “The limited availability of eSIM in iPhones and flagship devices from other smartphone manufacturers remains a significant barrier to widespread adoption, particularly for users who do not own eSIM-compatible devices. This limited device compatibility prevents the perceived benefits of eSIM technology from being fully realized by a broader consumer base. The real breakthrough for eSIM adoption will occur when it becomes more accessible in budget segment smartphones, which dominate mobile markets, especially in emerging regions. As these devices become more widely available with eSIM support, we expect a significant uptick in adoption, helping to unlock the full potential of eSIM across global markets.”

More than 90% of the respondents using eSIM reported being “very satisfied” or “satisfied” with their eSIM services, highlighting the successful realization of the eSIM’s key benefits. These include the flexibility to switch carriers easily, ability to have multiple carriers on a single device, simplified setup and acquisition processes, and enhanced security.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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