eSIM user appetite grows

eSIMs are moving from niche feature to mainstream selling point, according to new figures from CCS Insight. Consumer awareness of the embedded SIM technology is rising sharply in major markets. In the UK, awareness climbed to almost 75% by the end of 2025, up from 27% in 2022, with users increasingly turning to eSIMs when travelling to save money and avoid swapping physical cards. Awareness levels are lower but growing in other markets, standing at 44% in the US, 35% in Spain and 48% in Germany.

Kester Mann, director of consumer and connectivity at CCS Insight, said this growing interest, combined with wider smartphone support and operator backing, could make eSIM the default way to sign up for mobile service. CCS Insight also reports that SIM-only deals are gaining ground, though device-bundled contracts still dominate. About 45% of UK mobile users now choose SIM-only offers, compared with 25% in Spain and 30% in Germany, a shift linked to slower device replacement and promotions. Rising use of phones as mobile hotspots is pushing demand for unlimited data: 86% of users in the US and India are considering an unlimited plan at their next renewal, along with 72% in Spain and 49% in Germany.