Consumer magazine publishers are embracing mobile action codes in a big way, according to a new survey by Nellymoser, which specializes in mobile marketing
services. Nellymoser has compiled figures showing the total number of mobile action codes, including QR codes, Microsoft Tags, Digimarc watermarks, SpyderLynk SnapTags, and JagTags, in the top 100
magazines available on newsstands.
The Nellymoser survey found that the top 100 titles deployed 2,200 mobile action codes in the second quarter of 2012. That’s the largest figure since Nellymoser began compiling the data last year.
In 2011, the total number of mobile action codes increased from 352 in the first quarter to 1,062 in the second quarter, 1,155 in
the third quarter, and 1,899 in the fourth quarter. In 2012 the same magazines deployed 1,365 mobile action codes in the first quarter.
On a year-over-year basis, that equals a 107% increase in the second quarter.
The sequential growth rate is also impressive, as the total number of codes deployed in the second quarter increased 61% from the previous quarter. Nellymoser noted that the second quarter marked the first time that every magazine counted in the top 100 featured a mobile action code.
The proportion of ad pages bearing a mobile action code jumped
from 5% in the second quarter of 2011 to 10% this year.
The most popular use for mobile action codes is linking to mobile video: 40% of the codes counted took the user to some kind of video content, including product demos and the like. Around 20% of the action codes enabled the user to participate in sweepstakes or share content socially.