The company noted users in the UK, US, Spain and Germany are becoming more familiar with what eSIMs are. Awareness of eSIMs among UK consumers approached 75 per cent at end-2025, up from 27 per cent in 2022. The company noted users in the nation are increasingly interested in employing an eSIM when travelling, listing convenience and cost as factors. SubscribeCCS Insight told MWL eSIM awareness in the US stood at 44 per cent, Spain 35 per cent and Germany 48 per cent. The company’s figures indicate appetite for SIM-only deals is growing, though is not yet at levels to surpass bundled packages.