According to the latest research from comScore, Inc., in June 2011, 14 million mobile users in the U.S. (6.2 percent of the total mobile audience) scanned a QR or bar code on their mobile device.
A QR (Quick Response) code is a specific matrix bar code (or two-dimensional code) that is readable by smartphones.
The statistics were gleaned from a study on mobile QR and bar code scanning which came from the firm’s comScore MobiLens service.
More than half of all QR code scanners were between the ages of 18-34 (53.4 percent).
Additionally, the study found that a mobile user that scanned a QR or bar code during the month was more likely to be male (60.5 percent of code scanning audience), skew toward ages 18-34 (53.4 percent) and have a household income of $100k or above (36.1 percent).
ComScore also analyzed “the source and location” of QR or bar code scanning and discovered that users are most likely to scan codes found in newspapers or magazines and on product packaging and do so while at home or in a store.
“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” says Mark Donovan, comScore senior vice president of mobile. “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”