QR Codes: Popular...and Unpopular
Mobile Action Codes (QR codes, Microsoft Tags and 2D barcodes) are becoming an important advertising tool for engaging readers, according to a new study by Nellymoser Inc., a mobile engagement company. The study found the use of magazine action codes in the Top 100 U.S. monthly magazines grew 476 percent from January to September 2011, with a significant portion of that growth in advertisements.
Nellymoser surveyed the top 100 U.S. magazines by circulation and looked at the published issues from July to September 2011. Growth was seen in many areas including:
- Total number of action codes in magazines grew 476 percent—from 88 in January to 507 in September.
- The percentage of ad pages with at least one action code grew from 3.53 percent of ad pages in January to 5.76 percent of ad pages in September.
- The average number of action codes per issue grew from 2.33 codes per issue in the first quarter to 4.83 codes per issue in the third quarter.
Advertising usage is outpacing editorial for action code growth. In January, there were seven advertising action codes for each editorial code. By September, the ratio was nearly 20:1.
At the same time, a youth marketing agency called Archrival did a study of its own, asking over 500 students on 24 college campuses for their thoughts on QR codes. They found that:
- 81% of students owned a smartphone.
- 80% of students had previously seen a QR code.
- 21% of students successfully scanned a QR code example.
- 75% of students said they are “Not Likely” to scan a QR code in the future.
Though QR codes enjoy a high level of awareness among college students, Archrival found that just 21% could properly scan and activate them.
"According to our findings, students simply struggled with the process," notes Brand Manager Don Aguirre. "Some didn’t know a 3rd party app was needed, many mistakenly assumed it could be activated with their camera, and others just lost interest, saying the activity took too long. This could be why 75% of students said they were “Not Likely” to scan QR codes in the future."