Our Digital IQ Index: Beauty | Germany found tablet adoption among Beauty brands in the German market to be slow, but faster than in the France and the U.S. Only 10% of Beauty brands in Germany have responsive design, and only 8% have tablet-specific sites. 82% used an unmodified desktop site for the tablet. Adoption has been even slower in the U.S. and France. 91% of Beauty brands in the U.S. use their desktop site for tablets and only 16% of French cosmetics brands had tablet-optimized sites.
The U.K. is ahead of all said countries, with 31% of Beauty brands country incorporating responsive design or building tablet-specific sites. High tablet usage in the country could be partially responsible. Tablets account for 12% of internet traffic in the U.K. compared to 6% in Germany and France. However, tablet in the U.S. is higher (9% of total internet traffic) but had the lowest percentage of tablet-optimized sites, 3%.