New research indicates a dramatic increase in consumer Awareness and adoption of eSIM technology in the United Kingdom, coinciding with a significant shift toward SIM-only mobile plans. According to the eighth annual UK consumer survey from analyst firm CCS Insight, 74 percent of people are now aware of eSIMs, a substantial rise from 27 percent in 2022.
The survey, conducted in December 2025 among 1,006 UK mobile users aged 16 and over, found that a third of respondents have already used an eSIM to sign up with a domestic mobile provider. This growth in practical usage, alongside heightened awareness, suggests the technology is moving beyond early adoption toward mainstream acceptance.
iPhone Users Lead Adoption
Adoption is particularly strong among iPhone users, a trend attributed to Apple’s strategic move toward eSIM-only devices. The launch of the eSIM-only iPhone Air model is cited as evidence that support from both device manufacturers and network operators is now directly influencing consumer behavior, not just knowledge.
The data points to a clear progression from awareness to active use. CCS Insight believes this combination of factors signals that eSIM technology is approaching a critical tipping point within the UK telecommunications market.
Travel eSIM Presents Major Opportunity
A fast-growing segment within the eSIM ecosystem is the travel market. The survey reveals that almost one in four respondents have already used a travel eSIM. This figure rises to 32 percent among consumers who have travelled abroad in the past three years.
Future intent is also strong, with approximately 73 percent of those surveyed stating they would consider using a travel eSIM on their next international trip. The primary motivations cited for this interest are convenience and potential cost savings compared to traditional international roaming charges.
SIM-Only Plans Capture Nearly Half the Market
Parallel to the rise of eSIMs, SIM-only mobile plans continue to gain substantial market share. The survey found that close to 45 percent of UK consumers now subscribe to a SIM-only tariff. This represents an increase of roughly 10 percentage points compared to market data from five years ago.
Analysts point to longer smartphone replacement cycles and increasingly competitive pricing for airtime services as key factors accelerating the shift away from traditional bundled handset contracts. This consumer preference for flexibility and cost control is reshaping operator business models and retail strategies.
The convergence of these two trends, eSIM adoption and SIM-only plan growth, indicates a fundamental change in how UK consumers acquire and manage mobile connectivity. The move favors digital, flexible solutions over physical SIM cards and long-term device financing contracts.
Looking ahead, industry observers expect the momentum behind eSIM technology to continue, driven by further device support, enhanced operator provisioning, and clearer consumer education. The growth of the travel eSIM segment is also anticipated to expand as more providers enter the market and awareness of its benefits increases among frequent travellers. The sustained consumer shift toward SIM-only plans is likely to pressure mobile networks to continue competing aggressively on price and data allowances while developing new value-added services.
Source: CCS Insight
