L2’s Digital IQ Index: Beauty | UK finds tablets account for a larger percentage of traffic in the U.K. than in the U.S., France and Germany. Twelve percent of internet traffic in the U.K. originates from tablets vs. 6% in France and Germany and 9% in the U.S. Smartphones account for a smaller percentage of internet traffic in the European countries, 8% in the U.K. and 4% in France.
However, U.K. Beauty brands have not tailored their investments to the high tablet usage. While 64% of Index brands have a mobile site, 68% use their desktop site for tablets and just 31% of brands have a responsive tablet site.
Researching beauty products before buying online or in-store were the most popular online activities among U.K. internet users. Fifty-seven percent of internet users in the country said they have researched a beauty product online before buying online, and 47% had researched a beauty product before buying in-store. Likewise, 28% said they would consider researching a beauty product online before buying online and 31% would consider researching a product online before buying in-store. A good case for developing a brand site that is easy to navigate on all devices.
L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List