QR codes are spurring consumers to take action with response rates that are higher than other direct marketing tactics, according to a new report from Nellymoser. The report, "Scan Response Rates in National Magazines," found that readers of national magazines scan QR codes, Microsoft Tags, digital watermarks and other mobile action codes at an average rate of 6.4 percent. The report also found that mobile users are actively engaged and view an average of 18.9 mobile pages. “The big news is that QR style mobile codes in magazines get higher response rates than other printed direct marketing tools,” said Roger Matus, executive vice president at Nellymoser Inc., Arlington, MA.
“We never knew this before because this is the first time anyone has been able to measure the complete impact of printed mobile codes from the initial scan to the delivery of the mobile experience,” he said. The number of QR codes and other mobile action codes appearing on print ads in magazines has been steadily growing. A recent report from Nellymoser found that approximately 10 percent of magazine advertising pages contained a QR code or other activation mechanism in the second quarter of 2012, up from 5 percent a year ago.
