SOURCE: Nellymoser, Inc.

Nellymoser, Inc.

November 17, 2010 08:00 ET

New Study Reveals That U.S. Monthly Magazines Now Look to QR Codes, Microsoft Tag to Engage Readers With Mobile Videos, Contests and Micro Sites

New Nellymoser Study of Mobile Action Codes Reveals Usage Trends Among Top Magazine Publishers, Editors and Advertisers

ARLINGTON, MA--(Marketwire - November 17, 2010) - A new study of the nation's leading monthly magazines today revealed that mobile action code usage is adding to consumer engagement in both editorial and advertising content. Mobile video, sweepstakes, and micro sites are the dominant means for reader engagement via "mobile action codes," such as 2D bar codes, QR codes and Microsoft Tag.

Nellymoser, Inc., a mobile technology firm located outside of Boston, analyzed the mobile action codes 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 action codes were used to deliver video content. Micro sites (23.1%), and "Enter to Win" sweepstakes (16.6%) were the other major uses.

Mobile Engagements Launched By Action Codes

Type of Engagement 100%
Video 51.6%
  How to video 10.7%
  All other video 40.9%
Micro Site 23.1%
Sweepstakes 16.6%
Coupon 3.6%
Store, M-commerce 2.4%
Music 0.6%

The study also found that action codes are used more by advertisers (59%) versus editorial (41.5%).

"The Nellymoser study clearly demonstrates the growing value these action codes have for magazine publishers, advertisers and editors as a means for creating additional reader engagement," noted John Puterbaugh, President and CEO of Nellymoser, Inc. "Mobile action codes now make it possible to create an engaging and interactive user experience that can be delivered and accessed anytime and anywhere."

 With the rapid growth of smartphones by consumers, the publishing industry has quickly adopted action codes. The two types of action codes that use a smartphone app, QR codes and Microsoft Tag, represented 95 percent of all action codes appearing in monthly publications, with Microsoft Tag leading with an 82 percent share. Action codes that require a user to take a photograph and then send the code to a service provider, such as JagTag and Spyder, accounted for less than 5 percent of the entire action code market.

Action Codes Used In Publications

Type of Action Code 100%
Microsoft Tag 81.6%
QR Code 13.6%
JagTag 3.0%
Spyder 1.8%
Pongr 0%

"Both the smartphone and mobile barcode markets are highly fragmented," said Aaron Getz, general manager for Microsoft Tag. "That is why we believe Microsoft Tag is attractive to publishers and advertisers because it is an end-to-end mobile 2D barcode solution for a variety of mobile platforms and provides extensive analytics that are especially useful for publishers and advertisers."

A copy of the report on mobile action code usage is available at

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About Nellymoser

Nellymoser Inc. (, a mobile technology company founded in 2000 and headquartered in Arlington, MA, turns printed action codes (e.g., 2D bar codes, QR codes, Microsoft Tags, SMS) into instant, interactive consumer "engagements" on mobile phones. These range from contests and product videos to interactive multimedia engagements that can be shared on social media (e.g., Facebook, and Twitter) and include e-commerce for instant product purchases. Nellymoser's customers include leading publishers, advertisers, retailers, and consumer packaged goods companies. All companies and products listed herein are trademarks or registered trademarks of their respective holders.

Contact Information

  • Contact:
    Peter Himler
    Flatiron Communications LLC (for Nellymoser)
    Email Contact
    (m) 516-729-6461