The document is a quarterly trend report from ScanLife analyzing mobile barcode scanning data. Some key findings are: - ScanLife processed over 5 million unique users in Q1 2012, nearly double from a year ago. Total scans were over 13 million, a 157% increase year-over-year. - Quick-serve restaurants entered the top 5 industries using barcodes for the first time. Video and app downloads were the most popular content. - Two-dimensional barcodes like QR codes now make up 76% of all codes scanned, driven by increased use in marketing. - The top 5 countries scanning remained consistent from last quarter, with Portugal a new addition, showing mobile barcodes'

1. MOBILE
BARCODE
Q1 2012
TREND REPORT
FEB
JAN

2. INTRODUCTION
Welcome to the ScanLife Mobile Barcode Trend Report for Q1 2012. This edition takes a look at key trends over
the past twelve months as well as some vital insight regarding market adoption from both Smartphone users and
mobile marketers.
Key Takeaways
• ScanLife processed traffic from over 5 million unique users in the quarter, a near 200% increase from a year ago,
and a million more than Q4 2011.
• iPhone OS made fairly significant strides with 6% growth from Q4, and now drives about equal traffic to Android OS.
• Among marketers using the ScanLife platform, the QSR (Quick Serve Restaurant) category made it into our
“top five” industries for the first time.
• The most popular marketing campaigns are delivering video, app downloads and product details.
• Total scans continues to climb as we saw 13 million scans processed through ScanLife in Q1 alone, a 157%
increase from a year ago.
SCANS BY QUARTER 2009 - Q1 2012
15,000,000
10,000,000
5,000,000
1,000,000
2012
UNIQUE USERS Q1 2011 - Q1 2012
0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000
Q1
197%
2011
Q1 GROWTH
2012
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3. Demographics
• Gender continues to skew towards Male, however there has been an 8% shift in the female audience compared
to a year ago. Gender has remained consistent over the last two quarters.
• The 25-34 demographic continues to make up the largest portion of users, which had its highest percentage yet
this quarter at 35%.
• iOS pulled almost equal to Android for the first time showing strong international growth. These two operating
systems deliver 93% of the total traffic.
DEMOGRAPHICS AGE DEMOGRAPHICS GENDER
12% 9
8%
20 16 32%
68%
35
DEMOGRAPHICS OPERATING SYSTEM
SYMBIAN
BLACKBERRY
3%
4%
48
45
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4. QR Code Campaigns
Industry & Media
• The QSR industry made its a debut into our top five, as millions of codes were distributed by some of the most
popular national restaurant chains in the United States.
• Editorial from print publishers dropped out of our top 5 industries this quarter but continues to grow as a whole.
• Outdoor fell out of top media placement and was replaced by In Store. The use of QR Codes In Store and on
packaging has become extremely popular as millions of Smartphones are already being used during the
shopping experience.
TOP 2D CAMPAIGN INDUSTRIES TOP 2D MEDIA PLACEMENT TOP 2D CODE CONTENT
Q1 2012 vs. Q4 2011 Q1 2012 vs. Q4 2011 Q1 2012
RANKINGS Q1 2012 Q4 2011 RANKINGS Q1 2012 Q4 2011 RANKINGS
1 1 1 1
VIDEO
2 N/A 2 3
QSR APP
DOWNLOAD
3 3 3 5
PRODUCT
DETAILS
4 2 4 2
LOYALTY
MAGAZINES PROGRAM
5 5 5 N/A
SOCIAL
IN STORE MEDIA
QR Code Campaigns
Code Content
• For this edition, we looked at the top content strategies being deployed by marketers from ScanLife QR Codes,
meaning what type of content generated the most scans.
• Video content was rated the highest to help deliver more detailed brand or product information.
• CRM Programs (e.g. Sweepstakes) also made the list, demonstrating how QR Codes can be used to drive loyalty
from virtually any media.
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5. Share of Barcode Formats SHARE OF BARCODE FORMATS Q1 2012
• The share of 1D and 2D barcode scanning
has shifted over the past year after being
nearly even in Q1 2011, but has shown
little change since the previous quarter.
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• 2D barcodes now make up 76% of all 76
codes processed by ScanLife, which
correlates to the abundance of QR
Codes in today’s marketing landscape.
Top Countries Scanning
• The top five countries scanning have remained consistent from Q4. The debut of Portugal is an example of
how mobile barcodes are penetrating different parts of the world in every quarter. We continue to process
scans from over 130 countries every day.
TOP COUNTRIES SCANNING Q1 2012 vs. Q4 2011
RANKINGS Q1 2012 Q4 2011 RANKINGS Q1 2012 Q4 2011
1 1 6 7
2 2 7 8
3 3 8 N/A
4 4 9 9
5 5 10 6
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6. NOTES ON THE DATA
The 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 generated
on the ScanLife Platform or from 3rd party generators. The 2D barcode scanning traffic may come from either
the ScanLife app or 3rd party apps.
Contact Us
Create your own account at www.scanlife.com or contact us
with questions at sales@scanlife.com
Scan our Custom Menu Code to connect with ScanLife.
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