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BizReport : Blogs & Content archives : August 15, 2011

Reports: Mobile consumption skyrocketing, QR codes sought after

More consumers are in the mobile marketplace every day finds research from Gartner, but more than that, smartphones and a drive for more content is pushing mobile consumption. Of the 400 million mobile consumers worldwide, one-quarter are now smartphone/smart-device owners who are consuming more and more content. One of the biggest consumption places? The mobile QR/bar code.

by Kristina Knight

QRexample.jpg Data from Gartner shows worldwide mobile device sales increased more than 16% (Year over Year) in Q2 2011; sales of smartphones increased by 74%. There are now more than 425 million mobile consumers (globally). For the smartphone segment, Symbian's operating system leads with a 40% market share, followed by Android (17% share). Apple's iOS holds a 14% market share.

"Over the past few years we've seen incredible developments within the mobile advertising community. From in-app ads to retargeting techniques, mobile advertising strategists are blazing the trail every day. These latest statistics from Gartner further prove the need and growing opportunity for this industry. As more people begin to utilize mobile and smartphone devices as a top mode of contact, we'll see the mobile advertising industry push the limits of their offerings for advertisers," said Paran Johar, CMO, Jumptap.

Meanwhile data from comScore finds that 14 million American consumers scanned QR or barcodes with their mobile device in June 2011. Most of those scanning codes are younger (18-34) males who find the codes in newspapers or magazines (49%). Product packaging (35%) and Websites (27%) are also hotspots for QR scanning.

Where are users scanning? Home (58%), Retail Store (39%), Grocery Store (24%) and Work (19%) lead the way.

"QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments," said Mark Donovan, comScore senior vice president of mobile. "For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement."

Tags: comScore, Gartner, JumpTap, mobile ads, mobile advertising, mobile content, mobile devices, mobile marketing

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