QR Codes Finally Resonating with US Mobile Phone Users

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 …   Read More

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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.”

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10 comments

  1. Roger M

    The Nellymoser Action Code study shows that the number of QR codes and Microsoft Tags published in magazines jumped 400% from January to June 2011. http://goo.gl/dWj0A

  2. mybloggervoice

    Companies like MobSav.com have been using their location based coupon network to get consumers like myself easy access to coupons with QR codes right on my phone….this was a good study with great information!

  3. Caitlin

    I love that QR codes are getting more and more attention. I just hope that companies continue to use them in appropriate ways, and really think about the destination.

    I work for a company called BestBuzz, who has created a new layer of communication between brands and their customers' friends. We take QR codes to the next level by instantly posting the special offer or promotion to Facebook, ultimately allowing all of their Facebook friends the chance to see the message.

    1. Mike W

      That sounds like a great strategy to use the QR code to post the special offer directly to Facebook. How are you doing this?

    2. C. Majors

      Why wouldn't you simply post a link? Seriously – I want to know why scanning something on FB is better than a link – besides, if I'm on my mobile, how do I scan it? Just click on it? Then, what's the point – It seems better used in a print type application that directs you to something of value. Note the word VALUE. RE: ABC Chicken now open – Scan for an awesome coupon – OR Like us on FB (Scan Code) then check in at any ABC Chicken for a free meal…

  4. Mobile Marketer

    Hopefully QR codes can start to gain traction finally. I would love to see this technology utilised more in Australia but we've never seemed to get any momentum!

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  8. Ann

    This is an important, encouraging study for those hesitant or thinking about testing out mobile marketing for their companies. QR codes are quick to set up and can be linked to virtually any type of information, such as specialized landing pages or exclusive coupons. Having a mobile device nearby is becoming second nature to many consumers, and this is quite evident in the comScore study. And it’s clear to see that whether the person is on-the-go or sitting at home, the consumer will engage in mobile activity.
    Ann
    SteadyRain

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