Study Finds Record Number of ‘Action Codes’ Printed in the Top 100 U.S. Magazines
Nearly half of all action codes in Q2 (49 percent) came from companies in four industries: beauty, home, health and automotive. There was a significant jump in the use of codes by the automotive industry, from 81 codes in Q1 2012 to 195 codes in Q2.
QR codes continued to dominate the mobile activation market in Q2, with more than an 80 percent share. Microsoft Tag had a 14 percent market share. All other types of codes combined had less than a 10 percent market share. Digimarc watermarks now lead the “Other” category, having risen from just five codes in all of 2011 to 96 codes in the first half of 2012.
Video Dominates Action Code Use
Video was the most common action code use with 40 percent of codes leading to some type of video experience such as a product demo, behind the scenes look or entertaining clip. This represents a slight increase over Q1 when 35 percent led to a video.
Sweepstakes (for list building and opt ins) and social media sharing via Facebook, Twitter and email, were also popular with about 20 percent of action code experiences leading to these types of engagements. These numbers have stayed steady from Q1.