6% of U.S. Mobile Audience Have Scanned a QR Code on Their Mobile Device
A recent report from comScore shows that 14 million Americans scanned QR codes on their mobile phones in June. The most likely places for this action were at home or at a store.
According to comScore, nearly 14.5 million mobile users in the U.S. – 6.2 percent of the total U.S. mobile audience – scanned a QR code on their mobile device in June. The mobile user that scanned a QR code in June was likely to be male, in the 18-34 age range and making $100,000+ in household income.
Of those who scanned a QR code in June, 60.5 percent were male while 39.5 percent were female. When it came to age, 36.8 percent were between 25-34, 19.6 percent were between 35-44, 16.6 percent were between 18-24 and 12.4 percent were between 45-54.
Meanwhile, 36.1 percent of QR code scanners in June earned $100,000+ in annual household income, while 19.1 percent earned $50,000-75,000, 18.6 percent earned $75,000-100,000 and 18.0 percent earned $25,000-50,000.
comScore also looked at the source of scanned QR codes and found that 49.4 percent were from printed magazines or newspapers, while 35.3 percent were from product packaging, 27.4 percent were from a website on a PC, 23.5 percent were on a poster/flyer/kiosk, 13.4 percent were from a business card or brochure, 12.8 percent were from a storefront, and 11.7 percent were from TV.
The report also highlighted where mobile users were when they scanned a QR code on their mobile devices in June. Home was the most popular location, with 58.0 percent of respondents saying they scanned a QR code with their mobile device at home. Retail stores followed with 39.4 percent.
Grocery stores came in third with 24.5 percent, while at work was fourth with 19.7 percent, outside or on public transit had 12.6 percent, and at a restaurant had 7.6 percent.
“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,” said 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.”
According to a survey from Lab42, 42 percent of respondents are familiar with QR codes, while 58 percent are not. Of the latter group, 43 percent don’t know what it is, 26 percent don’t have a smartphone, 14 percent have never seen one and 13 percent think they’re inconvenient. Having a smartphone, knowing the reward or result, and knowing how to scan them would be incentives for this set of respondents to scan QR codes.
Forty-six percent of those who are familiar with QR codes scanned them for a discount, 44 percent did so for info on a product or service, 43 percent did so out of curiosity, 28 percent did so because of a great ad and 17 percent did so to contact someone.
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