Mass market interest in travel eSIM is growing despite low awareness.

Nearly half of consumers surveyed in the USA and UK expressed interest in using a travel eSIM, despite limited adoption, according to Belgium telco Proximus Global. 

An international study, conducted by YouGov on behalf of Proximus Global, surveyed more than 6,500 adults. It found that only 23 per cent of respondents had used an eSIM, while just 33 per cent were familiar with the concept. A further 42 per cent said they weren’t even sure whether their device supported eSIM functionality.

The findings highlight a growing gap between consumer awareness and the commercial potential of eSIM technology. Proximus Global is urging telecom providers, retailers, and travel companies to move quickly in developing services that meet evolving customer needs.

Awareness was lowest in the USA, where 52 per cent of respondents said they had never heard of eSIMs. By contrast, 27 per cent of Chinese consumers said they had used an eSIM, significantly higher than usage rates in the UK and US.

Despite this, consumer appetite is growing. Overall, 49 per cent of respondents said they would consider using a travel eSIM to stay connected abroad. This figure rose to 56 per cent in the UK and 60 per cent in China.

Travel eSIMs allow users to connect to local networks overseas without swapping out a physical SIM card. Most modern smartphones already support the technology.

Consumers are also open to buying travel eSIMs from a wide range of providers. More than a third said they would consider purchasing from non-traditional vendors such as airlines, supermarkets, and travel websites. This model is already being adopted by brands like Revolut, NordVPN, and Carrefour.

“Demand for eSIM technology is rapidly increasing,” said Surash Patel, Chief Revenue Officer at Proximus Global. “Companies that act now will be well-positioned to capture substantial market share. This isn’t just an opportunity for telcos—retail and travel brands can also tap into this space with the right partners.”

Jorn Vercamert, Chief Product Officer at Proximus Global, added: “To lead in the expanding global travel eSIM market, businesses must prioritise consumer education and innovation. By closing the awareness gap, brands can unlock one of the most exciting growth opportunities in mobile connectivity.”