Why 49% of Travelers Would Use eSIMs—If Only They Knew About Them
With international travel expected to reach 1.8 billion people per year by 2030, up from 1.5 billion in 2019, the demand for innovative connectivity solutions, such as eSIMs, is increasing. eSIMs offer flexibility and convenience, eliminating the need for physical SIM cards, and are emerging as a compelling alternative to purchasing local SIMs or using mobile roaming. The global travel eSIM market is projected to exceed $3 billion by 2033, highlighting its transformative potential.
Proximus Global’s new consumer research reveals 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 found that only 33% of consumers globally are aware of what an eSIM is, while 42% are unsure if their phone includes one.
Global consumer awareness of eSIM technology is low
- Globally, one-third (33%) of consumers say they’ve heard of an eSIM and know what it is.
- A further 21% have heard of eSIM but don’t understand what it is.
- In the U.S., awareness is even lower: over half (52%) of consumers say they’ve never heard of an eSIM at all.
Awareness is notably low in the US, where 52% of respondents reported not knowing 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 allows 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.
Consumer understanding of their own handset technology is also low
- Four in ten people (42%) globally are unsure whether their phone has an eSIM.
- Only 18% of consumers in the UK say their phone is equipped with an eSIM.
- 48% of consumers in the US are unsure whether their phone has an eSIM.
Global consumer interest in eSIM services is strong
In the test group, once consumers were introduced to a basic explanation of eSIM technology and how it can assist in seamless global connectivity for travelers, they indicated a strong interest in adopting this technology, even despite initial low awareness and understanding. This highlights the opportunity for eSIM providers to cater to consumer appetites.
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Nearly half of consumers in China, the U.S., and the U.K. would consider using an eSIM when traveling abroad, with an average of 49% expressing interest, and China leading the way at 60% interest, 11% higher than the global average.
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 open to buying travel eSIMs from non-traditional carriers
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, NordVPN, 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 at 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,” stated Jorn Vercamert, Chief Product Officer at Proximus Global.
“By closing the awareness gap, stakeholders can unlock the full potential of this untapped market opportunity.”
Opportunities for Growth
Mobile operators have an opportunity to diversify offerings with flexible, cost-effective eSIM solutions tailored for travelers, to create stickiness with their existing customer base as they travel.
Retailers and other non-carrier/traditional suppliers are in a strong position to leverage customer loyalty in other consumer areas, such as supermarkets, airlines, etc., to expand into eSIM offerings.
Roadmap for Success
To secure a strong position in the growing global travel eSIM market, businesses will need to educate consumers on the technology while developing innovative eSIM-enabled services that address travelers’ growing needs.
Telcos and enterprises alike can also look to leverage partnerships with global communication enablers to unlock the potential for scalable travel eSIM solutions.
Final thoughts about travel eSIMs
The rise of eSIM mirrors past tech shifts—like mobile payments or digital boarding passes—that initially stumbled due to low awareness, not lack of value. Proximus Global’s findings highlight a similar pattern: once informed, nearly half of consumers express interest in travel eSIMs. The opportunity lies in education, not invention.
As the market heads toward $3 billion by 2033, non-traditional players—travel brands, fintech apps, even supermarkets—have a rare chance to lead. Like Apple Pay reshaped payments, travel eSIMs can redefine mobile connectivity. The winners will be those who act now to close the knowledge gap and own the user experience.
