National magazines are adopting mobile action codes at ever increasing rates, and it appears with good reason, according to new research from Nellymoser. Looking over 12 months at 7 titles that used its Companion App to both create the magazine’s mobile application with scanner and the campaigns that were scanned in the magazine, the company found the median response rate to be 4.5-5.9%, with visitors keeping the app open for about an average of 10 minutes.

The average response rate, weighted by circulation and removing the highest and lowest scores, was 6.4%.

Visitors Return, View Several Pages

On top of their strong response rates, the mobile action codes proved highly engaging. During the average 10 minutes that an app was open, visitors viewed roughly 19 mobile pages, though there was a significant range among the titles, from 2.6 to 62.9.

via Magazines’ QR Codes Said Delivering Strong Response, Engagement Rates.