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.
Frank Powell is the new chief technology officer at Brooklyn Park, MN-based GLS Cos., now responsible for leading and maintaining the company’s overall IT objectives and architecture.
Relocating from Minnesota, Chris Karger has joined the sales team at Phoenix-based Prisma Graphic.
The newest member to the strategic sales team at Niles, IL-based Specialty Print Communications (SPC) is Sabine Derse, who was most recently employed at Lehigh Direct.
The Printing Industries of America has named Wilma Grant its 2010 Naomi Berber Award recipient. The award recognizes the accomplishments and contributions of women to the graphic communications industry. Grant has served as the Supreme Court’s secure in-plant manager of the Publications Department/Office of Information Technology for the past 30 years.
Dallas-based Padgett Printing has hired Larry Foster as business development director. He most recently served in a similar capacity at 360 Visual Communications Group.
Jim Walker, a 40-year industry vet, has joined the sales team at Houston-based Southwest Precision Printers. The founder of Grover Printing, Walker comes to Southwest from EarthColor.
David Schawk, president and CEO of Des Plaines, IL-based Schawk Inc., has been elected as member of the board of directors for the Make-A-Wish Foundation’s Illinois chapter. He will serve a three-year term. The Make-A-Wish Illinois chapter is celebrating its 25th year of granting wishes to children with life-threatening illnesses.
FedEx Office (formerly FedEx Kinko’s), an operating company of FedEx Corp., is now offering free Wi-Fi service at more than 1,000 of its FedEx Office Print & Ship Centers throughout the United States.
At Sparks, MD-based Schmitz Press, Martin Blair has been tapped as CEO. Blair has been with the company for 23 years and has served as executive vice president since 1996. PI