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Mobile Technology : Integrating Mobile into Print

May 2012 By Bryan Yeager
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Mobile technology is at the center of a communication revolution that is sweeping almost every society around the world, including the United States. These devices are changing the way we live and work. People now walk around with powerful, highly capable computers that fit in the palm of their hand and that can provide instant access to information via the Internet, as well as hundreds of thousands of mobile apps. Mobile phone owners are keeping in touch with friends and family by sending trillions of text messages per year, with teenagers sending thousands of text messages per month. 

To stay connected, many Americans own a variety of devices that serve multiple purposes, driving penetration of mobile subscriptions to exceed 100 percent of the U.S. population, according to CTIA. In a nutshell, mobile phones are 21st-century Swiss Army knives that can do everything short of opening a wine bottle.

Despite the ongoing mobile revolution, traditional media remains, and will continue to remain, an important aspect of everyday life. Businesses are diversifying their marketing with the use of online, social and mobile channels; however, print media remains a strong component in that overall mix. 

Why? Because it works. Print can make an instant first impression anywhere: in the mailbox, at home or at work, on the street, at the supermarket and in many other environments. Its analog nature makes it visible and accessible to everyone.

Print Becomes Interactive

Mobile technology opens the door to make print and other media types measurable, interactive and engaging through the use of mobile barcodes (QR Codes, Microsoft Tags and more), mobile messaging and even Augmented Reality. Over the past few years, InfoTrends has been tracking the increase of these mobile elements being integrated with traditional media. 

 

InfoTrends Mobil Technology study
[+] click to enlarge
In September 2011, we launched an extensive study to understand the dynamics of this trend across consumer, marketer and print service provider audiences. The result is “Mobile Technology: Making Print Interactive,” an extensive study that sheds light on how these various mobile technologies can be effectively integrated with print and other media types to bridge the gap between the physical and digital worlds.

 

More than 1,100 consumers were surveyed as part of this study to understand their level of awareness, perceptions and, ultimately, what drives them to interact with different types of “mobile response mechanisms.” Among consumers, awareness of mobile barcodes (also referred to as mobile response codes, action codes, or simply mobile codes) is particularly high: 84.6 percent of respondents reported familiarity with the technology. 

 
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