Mobile Activation Study (Jan-Dec 2013)

As in previous years, the study found continual and steady growth in the mobile activated space, but 2013 also saw an explosion in the range of technologies used to deliver activations. Compared to a total of 8,448 activations in 2012, 2013 saw 13,088 activated pages in the magazines surveyed. The top activated magazines included Marie Claire, Esquire, Redbook, Cooking Light and InStyle, showing the range of readership target demographics that are participating in mobile programs.

The primary activation type was Image Recognition (IR), followed by QR—taking second place for the first time in the history of the study, and watermarking in third. The most represented segments were Fashion & Style (3,893) and Lifestyle & Leisure (3,196) followed by Home & Gardening (855), Home & Cooking (816), Entertainment & TV (750), and Fashion & Beauty (704).

Some of the striking results include:

• 246 % increase in magazine titles using mobile activated print by editorial teams
• Number of mobile experiences has risen to 13,088 - a 54.9% growth over 2012
• Image recognition and augmented reality were the dominant activation vehicle with 60% market share
• Advertisers remain actively engaged with QR comprising 60% of all advertising activations

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Apple Is Falling Behind in the Smartphone Game

Apple increased global iPhone shipments by 13% last year, but its growth rate is lagging behind competitors in the smartphone space — arguably the company's most important market.
In 2013, Apple shipped 153.4 million iPhones, up from 135.9 million in 2012. However, Samsung, one of Apple's biggest smartphone competitors, increased shipments from 219.7 million to 313.9 million, marking 43% growth. This is compared the overall market, which grew by 38.4%.

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Is the iPad Era Already Drawing to a Close?

When it comes to Apple, hope and pessimism spring eternal. Just ask the accidentally dueling billionaires Carl Icahn and Larry Ellison.

Oracle co-founder and CEO Ellison, in a interview with Charlie Rose that aired on "CBS This Morning" last Tuesday, predicted that, as the Los Angeles Times summed up in a headline, "Apple is doomed without Steve Jobs." He conveyed his feelings in a sort of real-time infographic: "We saw Apple with Steve Jobs," Ellison said while raising his finger. "Now, we're gonna see Apple without Steve Jobs," he added while dropping his finger.

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Print to Mobile Sees Emergence of Image Recognition and Augmented Reality in 2012

Nellymoser study reveals rapid adoption of image-based technology, representing 19% of all mobile activated print experiences.

Mobile activation in the Top 100 U.S. magazines has dramatically changed from 2011 to 2012. Several compelling patterns have emerged, notably the increasing popularity of issue-wide mobile programs and magazine branded scanning apps, particularly those leveraging augmented reality, image recognition, and invisible watermarking technology. Over the last two years that Nellymoser has tracked the use of print to digital content in magazines, there has been overwhelming growth in mobile activations used in both editorial and advertising content.

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