Nellymoser Study Finds Big Jump in Use of QR/Mobile Codes in Magazines
Women’s Magazines Continue to Outnumber Other Titles
In the third quarter, beauty, home and fashion magazine titles combined accounted for the biggest share of action codes—38 percent (436 codes)—demonstrating that women are a strong target audience for this technology. Automotive, health and television categories represented 18 percent of magazine titles. While women’s titles continue to lead, these statistics illustrate that action codes are appealing to a diverse audience across a large spectrum of magazines.
Video, Data Capture, and Social Media are Biggest Uses for Action Codes
Video, data capture forms (sweepstakes and opt-ins) and social media lead the way as the biggest uses for action codes. In the third quarter, nearly 47 percent of action codes led the mobile user to some type of video content, such as a how-to video or product demonstration. Data capture for lead generation or opt-in grew significantly, from 22 percent in first quarter to more than a third of all code use in the latest quarter.
Sweepstakes, in particular, gained favor with advertisers and publishers as a way to capture leads and get readers to opt in to their communications. From January to September sweepstakes grew 517 percent with a trend towards sweepstakes that span an entire publication and involve multiple advertisers and editorial pages.