The share of Germans who used their phone to access the internet increased to 54% in 2014 from 40% in 2013. And Beauty brands need to catch up to that demand with more sophisticated features. A comparison of U.K and Germany-specific mobile sites of Beauty brands shows a big gap. For example, just 38% of Germany Beauty sites have a store locator vs. 78% of U.K. Beauty sites. A mere 19% are geolocation-enabled, two having added the feature from last year. To put that in perspective, less than two-thirds of Beauty brands in German have invested in basic mobile features (modular menus, finger input optimization on their site:
There are a few exceptions to the norm. Maybelline’s Germany mobile site hands off to etailers, facilitates social sharing and lets users save items to their wish list. Clinique’s mobile site is geo-location enabled and includes reviews. For more on the digital strategies of 69 major Beauty brands in the German market, look out for our upcoming Digital IQ Index: Germany Beauty.