Practically everyone who accesses the internet in China does so using their smartphone. With more than a billion mobile users, the country is home to nearly as many mobile accounts as people. But despite mobile’s outsized importance for Chinese consumers, few Beer brands have invested heavily in mobile site technology.
Nearly half of brands in L2’s Digital IQ Index: Beer China do not have a working mobile site. Moreover, half of brands with mobile sites fail to optimize them, making it more difficult for users to view content.
Brands have not leveraged mobile apps to compensate for their lack of site sophistication. Only Heineken has a Chinese-language app on iTunes, and Budweiser, Guinness, and San Miguel are the only brands with apps available on Google Play. By failing to target smartphone users, brands could be missing a major opportunity to promote content and drive conversions.