Awareness and usage of eSIMs, and their impact on churn: consumer survey

The survey suggests that eSIM customers will churn at a higher rate than non-eSIM customers. This report uses the results of our consumer survey to provide an analysis of eSIMs and churn in 19 countries.

Questions answered in this report

• What share of customers uses an eSIM and how does this vary by country? What developments in eSIM usage are we likely to see? 
• What share of customers is aware of eSIMs and how is this changing?
• How does eSIM usage and churn affect consumer behaviour? Are eSIM customers more likely to churn than non-eSIM customers, and how does this vary by age, handset, contract type and tenure?

Survey data coverage

The survey was conducted in association with Dynata between July and August 2025. The survey groups were chosen to be representative of the internet-using population in the above-mentioned regions. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents per country (at least 750 respondents for Saudi Arabia and the UAE).

Geographical coverage

• Europe: Finland, France, Germany, Ireland, Italy, Norway, Poland, Spain, Sweden, Turkey and the UK
• North America: Canada and the USA
• Asia–Pacific: Australia, New Zealand and the Philippines
• The Middle East and Africa: Saudi Arabia, South Africa and the UAE