Print in the Mix
Product Barcode Scanning Up 700 Percent
Barcode technology provider ScanLife has released a new report offering insight into consumer use of product barcodes based on its own platform data collected between June 2009 and September 2010.
ScanLife, like other mobile barcode reading applications, allows consumers to download the software to their mobile phones and use the camera feature to get product information, coupons or other information by scanning 1D (UPC barcodes) and 2D (ex: QR Codes) barcodes placed on product packaging, featured in magazine and newspaper ads, as well as outdoor advertising.
Among the findings:
• There was an aggressive growth of scanning traffic—up more than 700 percent in 2010, demonstrating consumer adoption of this emerging advertising device.
• Starting in July 2010, there were more scans in a single month than all of 2009 combined.
• Health and beauty products were the most popular category, making up 21 percent of scans, followed by groceries (14.4 percent) and books (12.6 percent).
• Linking to a Website was the most common type of action encouraged by a 2D code, with 85 percent driving traffic to a URL.
• Most importantly, consumers are making purchases through mobile devices—health and beauty, books and electronics show the highest sales conversion rates.
To read this Print in the Mix Fast Fact and other print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
Edwards Brothers, Ann Arbor, MI, has hired Andrew Pate to the newly created position of director of digital and program sales. He previously held positions at On Demand Books, Lulu.com and Lightning Source.