ScanLife Trend Report Q4 2011


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As the world leader in mobile barcode technology, ScanLife publishes quarterly trend reports. Send me an email if you would like to be on our distribution list.

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ScanLife Trend Report Q4 2011

  2. 2. INTRODUCTIONThis is our Q4 2011 ScanLife Trend Report which looks at the busiest quarter of the year for mobile barcodes andsome year-end growth comparisons to 2010. Mid-November through December proved to be another big period foractivating new users as people are searching for product information and millions of new Smartphones were activated.Key Takeaways • 2011 saw a 300% growth in barcode scanning over 2010, and 1000% over 2009 • Q4 2011 saw more scans than all of 2009 & 2010 combined • Over 3,000,000 new ScanLife users were activated in Q4, 2011 • Half of our users report being 18-34, and 60% are male which is consistent with the previous report • Among marketers using the ScanLife platform, the Consumer Packaged Good industry saw the most scans for the first time ever • During the holiday season, two of the biggest scan days were actually after Christmas and many of those people scanning were first time usersSCANS BY QUARTERUser Audience InformationA large influx of new users drove significant growth in Q4. Over 3M were activated in Q4 alone. 1
  3. 3. Age & Gender of ScanLife app users saw minor changes. For example, the Under 25 age demographic now makesup about 33% of all scans which may be indicative of decreasing Smartphone prices and data plans.The number of iPhone users increased by about 10 points taking some share from Android. BlackBerry continuesto fall substantially with only a 6% share in Q4 compared to over 20% a year ago.TOP COUNTRIES SCANNING N/C 1. United States 2. Spain 3. Canada 4. Denmark 5. France NEW 6. United Kingdom 7. Germany 8. Mexico 9. Brazil 10. IsraelMarketer AdoptionOne of the primary ingredients to increased scanningnumbers is growing adoption among those that are publish-ing 2D barcodes like marketers and media publishers. 2
  4. 4. Marketer Adoption (con’t)The Consumer Packaged Good (CPG) industry moved up five spots to #1 with the most scans via the ScanLifeplatform. This can be seen as another indicator of mass adoption. The other top industries remained unchanged.As usual, codes are being placed on a variety of media. In this quarter, we saw a large influx of traffic from codesplaced on websites (PC). Primarily this was done to easily deliver mobile apps directly to the device.TOP 2D CAMPAIGN INDUSTRIES Q4 2011TOP 2D MEDIA PLACEMENT Q4 2011RESEARCH HIGHLIGHTSScanLife conducted an online survey of over 100 independent marketers. Here are some of the highlights: • 50% of marketers are currently using 2D barcodes • 86% plan to in the near future • 61% report using open source code formats with QR Codes the most popular • The top three media placement choices included magazines & newspapers, direct mail and product packaging 3
  5. 5. Holiday CheckoutThe fourth quarter has always been a significant periodof growth for barcode scanning as new codes arepublished and new Smartphones are activated. However,this year both 2D and 1D barcodes saw large increasesin scan rates as shoppers are becoming more accus-tomed to using QR Codes to view more information aspart of their retail experience.Scans by DayUnsurprisingly, the largest scan day of the year was BlackFriday, or the day after Thanksgiving in the United States.Scans by Time and Location TOP CITIES ON BLACK FRIDAYWe went a bit deeper on Black Friday to understandwhen people were scanning over the 24 hour period.Late morning to early afternoon saw the mostsustained traffic, but interestingly the largest spikes 3were at the very beginning and end of the biggest saleday. This could indicate that people scanning barcodesare also looking for the best possible deals, and use the 4 5 1technology to make more informed decisions. 2 4
  6. 6. NOTES ON THE DATAThe data in this report was pulled from the ScanLife Reporting Platform. It represents traffic from both two-dimensional barcodes (i.e. QR Codes) and UPC barcodes. The 2D barcodes scanned may have been generatedon the ScanLife Platform, or from 3rd party generators. The 2D barcode scanning traffic may come from eitherthe ScanLife app or 3rd party apps.Contact UsCreate your own account at or contact uswith questions at sales@scanlife.comScan our Custom Menu code to connect with ScanLife.Does your code need some color in its life? We can help... 5