If you thought QR Codes were just a trend, you may be wrong.
A new study from mobile marketing and technology company Nellymoser reveals that from January to December 2011, QR and other mobile codes grew 617 percent in the top 100 U.S. magazines.
The study covered 164,255 pages from the top 100 U.S. magazines (by circulation), and discovered that the monthly count of codes grew from 88 in January to 631 in December. It also showed that advertisers contributed a lot to this growth, with the monthly percentage of codes from advertising increasing from 87 percent in January to 96 percent by the end of the year – with almost all the codes from Q4 leading to product demonstrations, branding videos, sweepstakes, e-commerce and/or social sharing sites.
“The remarkable growth of mobile action codes in 2011 signals that this technology has moved from an experimental phase to becoming an integral part of a brand’s print marketing strategy,” says Roger Matus, Executive Vice President of Nellymoser and study co-author. “QR codes bring a magazine to life with engaging content that is delivered when and where it’s convenient for the reader. Unlike a static advertisement, print-to-mobile campaigns let brands pursue many marketing goals at once – from branding, product demonstrations and list building to m-commerce and social media sharing.”
And while advertisers prefer QR codes (72%), editors and integrated marketers favor Microsoft Tags, which made up 93 percent of the codes in editorial content.