eSIM technology has been heralded as a game-changer in mobile connectivity, offering unparalleled flexibility and convenience. However, a recent survey by Counterpoint Research highlights a significant gap in eSIM awareness, with only 35% of respondents familiar with this innovative solution. Despite concerted efforts from eSIM vendors, network operators, and device manufacturers, the adoption of eSIMs remains slow, largely due to limited awareness and compatibility challenges. This article delves into the findings of the survey, uncovering the barriers and opportunities that define the current state of eSIM adoption.

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, the ability to have multiple carriers on a single device, simplified setup and acquisition processes, and enhanced security.

Final Thoughts about eSIM Awareness

The high satisfaction rates among existing eSIM users—over 90% reporting positive experiences—underscore the untapped potential of this technology. However, the limited integration of eSIM functionality in budget-friendly and mid-range smartphones, which dominate markets in emerging regions, remains a critical obstacle. Addressing this gap by prioritizing eSIM compatibility across a wider spectrum of devices could catalyze its adoption globally. With strategic efforts focused on accessibility and affordability, eSIM technology stands poised to redefine mobile connectivity for a broader consumer base.