Korea is the world’s leader in smartphone penetration, as 70% of Koreans own a device. Additionally, 48% of Korean online shoppers prefer to make purchases on mobile phones. Mobile adoption is high on the brand side as well; 78% of Korea Beauty brand sites are mobile optimized, surpassing the US and Japan.

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But this year, it seems as if Beauty brands are catering to a shopper that would prefer to see less on mobile. 68% of Beauty mobile sites in L2’s Digital IQ Index: Beauty | Korea have pared down features of their mobile sites. 34% have removed product reviews for their mobile site, and 20% have removed customer service. Estée Lauder no longer shows the videos on its desktop site on mobile, joining the 14% of brands that have removed videos from their mobile sites.

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