Mobile bar codes see 600pc year-to-year growth in second quarter of 2011
By Lauren Johnson
July 21, 2011
Mobile bar code scanning increased by 600 percent in the second quarter of 2011 compared to the second quarter of 2010, according to Scanbuy.
The report collected data from April 1 to June 30. According to Scanbuy, its Scanlife applications generated an average of one scan per second.
“The volume of traffic now coming through our system shows the adoption of mobile bar codes with both consumers and companies using them,” said David Javitch, vice president of marketing at Scanbuy, New York.
“We’ve seen an increase in the amount of mobile barcodes available, which leads to more scans,” he said.
QR versus UPC
Scanbuy works with both 2D bar codes and UPC codes, and the study found significant differences between the scanning habits of 2D bar codes and UPC codes.
The report found that 2D bar code scans are higher than scans via 1D bar codes, signaling a shift from 2010.
Additionally, the study highlighed that consumers are engaging more with marketers and mobile campaigns.
More than 45,000 QR codes were scanned from the ScanLife platform in the second quarter, resulting in a 300 percent increase from 2010.
“The rate of 2D bar code scanning is increasing at a rapid pace, but the rate of UPC scanning has slowly declined,” Mr. Javitch said.
According to Mr. Javitch QR codes generate more traffic during the holidays when consumers are comparison shopping.
However, UPC code scans saw 40,000 unique scans in a single month, showing the diversity of the mobile barcodes.
“It will be interesting to see if QR codes continue to slow down the second half of the year,” Mr. Javitch said.
“The report is proof that users are scanning a huge variety of products and leaving a unique trail of scans,” he said.
Mobile direction
Retail, wireless industries and publishing ranked in as some of the most successful industries using mobile bar codes.
“This report is meant to fuel marketers’ confidence when rolling out mobile bar code campaigns,” Mr. Javitch said.
“As long as the value and consumer interaction is there, the technology and user interaction is already established,” he said.
Scanbuy estimates that there are 45 million smartphones in the U.S. that are capable of scanning mobile bar codes.
“At a high level, a user needs options with mobile barcodes, which includes offering several videos or pieces of content to pick how they want to interact with it,” Mr. Javitch said.
“The mobile industry is growing quickly and marketers are testing what works with their business and integrating it into their business plans,” he said.
“In the future, we will see a shift from [thinking] strategically to more tactical mobile bar codes.”
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