The U.K. has the highest percentage of mobile shoppers (those who complete a transaction on their smartphone vs. mobile browsers) than any other European country. Thirty-two percent of the British make a purchase on their smartphone at least once a month, compared to just 8% of the French, 15% of Germans and 19% of the Swedish population. Often those who don’t purchase on mobile use it during the shopping process; 56% of U.K. consumers compare prices, read product reviews and download coupons while they are in stores.
So which enterprises are investing in capturing these mobile shoppers? Estée Lauder has made smart mobile investments, as the top five mobile sites as ranked in L2’s Digital IQ Index: Beauty U.K. (Aveda, Bobbi Brown, Estée Lauder, Origins, and Jo Malone) are Estée Lauder brands. The company’s reach extends beyond the top five; it owns 60% of the top ten mobile sites in the Index, with La Mer ranked 8th. Brands were ranked on factors such as ease of navigation and absence of broken links.
Surprisingly, L’Oréal Group has underinvested in U.K. mobile. It owns four of the six worst performing sites in the Index (L’Oréal Paris, Giorgio Armani, Cacharel Fragrance, and Lancôme), which are unresponsive, unmodified versions of the brands’ desktop sites.