VIA eSIM

Over the last few years, eSIM technology has shifted from being an emerging feature discussed mainly by telecom insiders to becoming a practical, everyday tool for travelers. At VIA eSIM, we sit at the intersection of this change.

Every activation, every plan choice, and every user interaction provides a real-world signal about how connectivity is evolving especially in dynamic regions like South East Europe (SEE).

To better understand these shifts, we conducted an internal analysis combining activation data from VIA eSIM users with a dedicated customer survey focused on travel behavior and connectivity needs.

The findings point to a clear conclusion: tourists are now the dominant driver of eSIM adoption in SEE, and data-only plans have become the default choice.

This article outlines what we found, how the data was collected, and why these insights matter not just for travelers, but for the broader mobile and telecom ecosystem.

The Headline Insight: 74% of New eSIM Plans Are Data-Only

One statistic stands out immediately.

Across South East Europe destinations, approximately 74% of newly activated VIA eSIM plans are data-only. These plans do not include a traditional mobile phone number and cannot be used for standard voice calls or SMS. Instead, they are designed exclusively for mobile data access.

This is not a marginal preference. It represents a clear majority of users and signals a fundamental change in what people expect from mobile connectivity while traveling.

For most travelers today:

Messaging happens through apps like WhatsApp, Telegram, Signal, or iMessage
Calls are often made over data using VoIP
Navigation, ride-hailing, translation, and travel planning apps dominate usage
SMS and traditional voice are secondary or unnecessary

In short, data has become the product, not the phone number.

Why We Conducted the Survey

While activation data shows what users purchase, it does not fully explain why they make those choices. To close that gap, VIA eSIM conducted an internal survey targeting users who had recently activated an eSIM plan for one or more SEE countries.

The goal was not to produce a statistically perfect representation of the entire telecom market. Instead, it was to create a high-confidence behavioral snapshot of real eSIM users, people who had already demonstrated intent by purchasing and activating a plan.

This combination of behavioral data (activations) and self-reported intent (survey responses) allows for more meaningful interpretation than relying on either source alone.

Survey Methodology and Scope

Survey design

The survey was designed to be:

short enough to encourage completion,
structured to capture core use cases,
and anonymous to reduce response bias.

Key parameters:

Total completed responses: 1,420
Survey duration: 90 days
Target audience: VIA eSIM users who activated a plan for SEE destinations
Distribution channels:
Post-activation email
In-app prompt after successful activation

Survey format:

Multiple-choice questions
Optional short text responses

Core questions included:

Purpose of travel (tourism, business, remote work, transit, other)
Country of residence vs country visited
Length of stay
Whether voice calls or SMS were required
Primary reason for choosing an eSIM instead of a physical SIM
Whether users kept their primary SIM active during the trip

Because the survey was distributed only to verified customers, responses reflect actual usage context, not hypothetical preferences.

Tourists Are the Primary Users

One of the clearest outcomes of the survey is the role of tourism.

Over 68% of respondents identified as tourists
Approximately 21% identified as business travelers or remote workers
The remaining group included transit travelers, short-term visitors, and other use cases

The dominance of tourism explains many of the downstream behaviors observed in the data.

Tourists typically stay for limited periods (often between 3 and 14 days), prioritize ease of setup and predictable pricing, and want connectivity immediately upon arrival.

These needs align perfectly with data-only eSIM plans.

Length of Stay and Plan Selection

Survey responses show a strong correlation between length of stay and plan choice.

Most respondents reported:

stays of less than two weeks,
no intention to replace their primary SIM,
and no need for a local phone number.

For these users, buying a physical SIM card often involving:

visiting a store,
presenting identification,
dealing with language barriers,
and manually swapping SIM cards offers little value compared to instant eSIM activation.

This reinforces the idea that eSIM is not just a digital replacement for a SIM card, but a fundamentally different connectivity layer optimized for temporary use.

What Activation Data Reveals Beyond the Survey

In addition to survey responses, VIA eSIM analyzed internal activation patterns across SEE destinations. Several consistent trends emerge.

1. Short-Term Validity Dominates

The majority of activated plans are tied to short validity periods. This aligns with travel behavior and confirms that eSIM is primarily used as a temporary connectivity solution, not a permanent mobile subscription.

2. Multi-SIM Usage Is the Norm

A large portion of users keep:

their primary physical SIM or eSIM active for calls, authentication, and banking,
while using a VIA eSIM plan exclusively for data.

This “layered connectivity” approach allows travelers to stay reachable while controlling roaming costs and performance.

3. Cross-Border Travel Is Common

South East Europe is uniquely suited to eSIM adoption due to:

geographic proximity of countries,
frequent cross-border travel,
and varied roaming pricing structures.

eSIM eliminates the friction of buying multiple local SIM cards, making it particularly attractive in this region.

Why Data-Only eSIMs Are Winning

The dominance of data-only plans is not accidental. It reflects broader changes in how people communicate.

App-based communication has replaced traditional channels

Messaging and calling apps are now:

device-agnostic,
location-independent,
and often preferred even in users’ home countries.

For travelers, this trend is even more pronounced.

Authentication no longer requires a local number

Most users keep their primary number active for:

one-time passwords,
banking,
and account recovery.

This reduces the need for a local number while traveling.

Simplicity matters

Data-only eSIMs:

activate instantly,
avoid regulatory complexity,
and reduce user confusion.

From a user perspective, less functionality often means better usability.

Implications for the Telecom Industry

These findings help explain a broader market trend seen across SEE and Europe more widely.

Since around 2022 reported growth in new mobile subscribers has slowed yet mobile data usage continues to increase. This is not a contradiction.

Traditional subscriber metrics were designed around:

physical SIM issuance,
long-term contracts,
and one user per SIM.

eSIM especially data-only eSIM breaks these assumptions.

A traveler using one primary SIM plus one or more temporary eSIM profiles generates real network traffic without appearing as a new long-term subscriber in carrier statistics.

Why SEE Is a Key Region to Watch

South East Europe occupies a unique position:

it is a major tourism destination,
it serves as a transit region between EU and non-EU markets,
and it has a high share of price-sensitive travelers.

These factors make SEE an early indicator of how eSIM adoption will unfold elsewhere. What we see in SEE today may become the dominant model in other regions over the next few years.

Limitations and Transparency

It is important to be clear about what this data does and does not represent.

The survey reflects VIA eSIM users, not the entire mobile market.
Responses are self-reported and contextual.
Activation data reflects real usage, but only within VIA eSIM’s ecosystem.

Despite these limitations, the consistency between survey responses and activation behavior provides a high level of confidence in the underlying trends.

Looking Ahead: What We Expect Next

Based on current patterns, VIA eSIM expects:

continued growth in data-only eSIM plans,
increasing adoption among tourists, remote workers, and digital nomads,
and a gradual normalization of multi-SIM usage.

Voice and SMS will remain relevant but increasingly as secondary features rather than core value drivers.

Conclusion

The rise of data-only eSIMs in South East Europe is not a temporary spike or a niche behavior. It reflects a deeper shift in how people define connectivity when they travel.

For travelers, the value is clear: instant, flexible, and frictionless access to mobile data.

For the telecom industry, the message is more complex: traditional metrics and models no longer capture the full picture.

At VIA eSIM, we will continue to analyze real user data and share insights transparently, helping both travelers and industry stakeholders better understand how mobile connectivity is evolving.

Frequently Asked Questions (FAQ)

1. How reliable is VIA eSIM’s survey data?

The survey is based on 1,420 completed responses from verified VIA eSIM customers who activated plans for South East Europe destinations. While it does not represent the entire telecom market, it reflects real user behavior from actual eSIM purchasers, making it a strong indicator of travel-focused connectivity trends. The findings are further supported by internal activation data, which helps validate self-reported responses.

2. Why are most VIA eSIM users choosing data-only plans instead of plans with phone numbers?

Our data suggests that most travelers prioritize mobile data over traditional voice or SMS. Messaging apps, VoIP calling, navigation tools, and cloud-based work platforms reduce the need for a local phone number.

3. Does this trend apply only to South East Europe, or is it happening globally?

While this analysis focuses on South East Europe, similar trends are emerging globally especially in regions with high tourism volumes and cross-border travel. SEE is an especially strong case study due to its dense geography, multi-country travel patterns, and high traveler inflow, making it an early signal of broader international adoption patterns.

4. What does this mean for the future of traditional SIM cards?

Physical SIM cards are unlikely to disappear immediately, particularly for long-term subscribers and legacy users. However, our data suggests that short-term and travel-based connectivity is increasingly moving toward eSIM, especially data-only eSIM plans.

What Our Data Shows: How Travelers Are Reshaping eSIM Usage in South East Europe