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BizReport : Mobile Marketing : September 30, 2010

ScanLife: 700% increase in barcode scanning

If you think the only mobile scans of interest are of the cut-and-clip coupon variety, think again. Over the past year more and more digital barcodes, both coupon form and product information form, have been scanned - meaning used from a mobile device. According to a new report from Scanlife, barcode scanning has increased 700% over the past year.

by Kristina Knight

scanlife.bmpThe report shows that from January 2009 until January 2010, barcode scanning was relatively static, but that from January 2010 through September growth skyrocketed to more than a 700% increase. The most common barcode is that which links to a URL (85%) but codes can link to many other sources including Menu, Contact, Lotto and Other categories.

Currently, the Health and Beauty category is receiving the bulk of barcode scans (21%), followed closely by Grocery (14%) and Books (12.6%). Surprisingly Electronics and Video Game scans ranged from 6% to about 4%, among the lowest of the categories.

Who is scanning barcodes?

• US, Canadian and UK consumers are scanning most often
• Within the US, consumers in California, New York, Texas and Florida are most active
• Women (74%) between the ages of 25 and 54 (74%) with an income between $50,00 and $100,000 per year (33%) are most likely to scan barcodes
• Those with incomes under $50,000 (23%) or between $100,000 and $150,000 (20%) also scan barcodes
• Android (45%) and BlackBerry (27%) users are most likely to scan barcodes
• Only 15% of iPhone users scan barcodes

What is considered a 'scan'? Traditional UPC and EAN barcodes, which are already available on packages, but also the newer 2D QR Codes, Datamatrix and EZcode formats. What is interesting about the mobile scanners is that these codes can include coupon information, but that information isn't all that is available. Mobile codes can include product information or can even point a consumer to a mobile website for other offers and content.

Tags: barcode scanning, mobile barcodes, mobile coupons, mobile marketing, ScanLife

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