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Nellymoser Study Reveals Mobile Tagging Trends

Nadia Aly
Wednesday, Nov 17, 2010 at 10:00 AM

Nellymoser, a Microsoft Tag partner specializing in mobile computing, has released a new study of mobile tagging that reveals usage trends among top magazine publishers, editors, and advertisers.


Its survey of the nation's leading monthly magazines found that mobile tagging is adding to consumer engagement in both editorial and advertising content. Video, sweepstakes, and mobile sites are the dominant means for reader engagement via mobile tagging, including Microsoft Tag and QR codes.


Nellymoser analyzed the mobile tags used and mobile content delivered by the top 100 U.S. magazines by circulation from September to November 2010. The company found that more than half (51.6%) of all mobile tags were used to deliver video content. Mobile sites (23.1%), and “Enter to Win” sweepstakes (16.6%) were the other major uses. The study also found that mobile tagging is used more by advertisers (59%) than editorial (41.5%).


Mobile Engagements Launched By Tags


Type of Engagement

100%

Video

51.6%

-  How-to video

10.7%

-  All other video

40.9%

Mobile Site

23.1%

Sweepstakes

16.6%

Coupon

3.6%

Store, M-commerce

2.4%

Music

0.6%


With the rapid growth of smartphone usage by consumers, the publishing industry has quickly adopted mobile tagging. The two types of tags that use a smartphone app, Microsoft Tag and QR codes, represented 95% of all tags in monthly publications, with Microsoft Tag having an 82% share.


Mobile tags that require readers to take a photograph and then send the tag to a service provider, such as JagTag and Spyder, accounted for less than 5% of the mobile tagging market.


Mobile Tags Used In Publications


Type of Tag

100%

Microsoft Tag

81.6%

QR Code

13.6%

JagTag

3.0%

Spyder

1.8%

Pongr

0%

 


“Based on our research, Tag is currently the publishing industry’s preferred 2D barcode technology by a wide margin,” says John Puterbaugh, founder and CEO of Nellymoser. “The lead is so significant in the publishing industry that Microsoft Tag is the clear frontrunner as a next-generation QR code.”


A full copy of “Mobile Action Code Usage Study” is available on the Nellymoser site.

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