• Despite travel being a major use case, only 24% of all eSIM-aware respondents have used a travel eSIM, indicating room for growth.
• Although overall eSIM usage in Europe is lower than in the US, European consumers show a higher adoption rate for travel eSIM.
• Lower costs, better coverage, and convenience are the top reasons for adopting travel eSIM.
• Barriers to adopting travel eSIM primarily stem from low consumer awareness, which includes misconceptions about high costs and complex setup process.

Seoul, Beijing, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Taipei, Tokyo – Nov 25, 2024

Travel eSIMs are gaining traction among users for their convenience, affordability and connectivity, according to a Consumer eSIM Awareness survey conducted by Counterpoint Research in seven countries in September 2024. The survey, however, also reveals that awareness and perceived complexity remain major barriers to travel eSIMs’ broader adoption, even as early adopters describe eSIM technology as critical.

Conducted among 3,535 respondents in the US, Canada, UK, France, Germany, Poland and Japan in their native languages, the survey highlights that 87% of the respondents who have used travel eSIMs rate them “very important” or “important”, showcasing the strong value perception among current users. The convenience of instant connectivity and the ability to avoid high roaming fees were found to be the top reasons for travel eSIM adoption. However, despite travel being one of the biggest use cases of the eSIM, adoption remains limited – only 24% of all eSIM-aware consumers chose an eSIM for travel. Those using the eSIM for daily connectivity are more likely to use travel eSIM, as 61% of the respondents who have used the eSIM, have also used it for travel.

Source: Counterpoint Research

Research Director at Counterpoint Mohit Agrawal said, “Consumers who have used travel eSIM recognize the eSIM’s potential to enhance connectivity experience while roaming internationally, indicating the likelihood of continued usage in the future. However, a significant portion of potential users remains unaware of travel eSIM options, highlighting an opportunity for both carriers and travel eSIM providers to bridge this knowledge gap and further digitize the travel market.”

The survey also indicates regional differences in travel eSIM adoption. While the overall use of eSIM technology is higher in the US, European countries like Germany, France and Poland lead in terms of travel eSIM users.

The survey identifies key barriers to travel eSIM adoption. Nearly 39% of the respondents who use eSIMs have yet to explore travel eSIMs. Many respondents cited a lack of awareness, concerns over cost, and perceived complexity in the setup process as reasons for not adopting travel eSIMs. Also, travel eSIM usage is more popular among younger consumers, while older travelers tend to stick with traditional roaming options, suggesting that targeted marketing could help increase adoption across demographics.

Research Analyst at Counterpoint Siddhant Cally said, “The growth of travel eSIMs is an exciting trend, but more efforts are needed to drive mass adoption. The majority of barriers are due to a lack of consumer awareness about travel eSIMs. By providing clear and transparent pricing and reducing the information asymmetry, carriers and third-party providers can drive greater awareness and adoption, making travel eSIMs the preferred choice for an increasingly mobile world.”

As the eSIM ecosystem matures and more eSIM-compatible devices are launched, Counterpoint expects a steady increase in adoption across age groups and regions. With the right awareness campaigns and simplified user experiences, the barriers to travel eSIM adoption can be significantly reduced, opening up new opportunities for the industry.

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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