The company analyzed the 2D barcodes used and mobile content delivered by the top 100 U.S. magazines by circulation from September to November 2010. In total, 57 titles were reviewed, which consisted of 146 issues. Of the 146 issues, 71 of them had at least one 2D barcode.
- 2D barcodes are used more by advertisers (59%) versus editorial (41.5%).
- Top three uses of 2D barcodes: video content (51.6% ), micro site (23.1%), "enter to win” sweepstakes (16.6%).
- Type of barcode used: Microsoft Tag (81.6%), QR Code (13.6%), JAGTAG (3.0%).
- 2D barcode placement on page: lower left hand quadrant (41%), lower right hand quadrant (39%), upper left hand quadrant (5%), upper right hand quadrant (11%).
- Instructions included with the barcode (86.6%).
I am curious to know how Nellymoser defined the term "instructions." To know that some companies sum up instructions in as few as two words (e.g., Snap It, Click It, Scan It), and others provide a more thorough explanation, I have a feeling the 86.6% would drop considerably if only detailed and truly helpful instructions were counted.
Nellymoser plans to continue conducting this research on a quarterly basis, and whether or not they start to include channels other than magazines is not known. To view the entire 3Q study click here.