comScore Inc., a leader in measuring the digital world, has released results of a study on mobile QR and bar code scanning based on data from its comScore MobiLens service.
A QR (Quick Response) code is a specific matrix bar code (or two-dimensional code) that can be read by smartphones. The study found that in June/11, 14 million mobile users in the U.S. – representing 6.2% of mobile users, scanned a QR or bar code on their mobile device. And of that 6.2%, 60.5% were more likely to be male, with users skewed toward ages 18-34 (53.4%) and having a household income of $100k or more (36.1%).
The study also analyzed the source and location of QR or bar code scanning. The most popular source of a scanned QR code were printed magazines or newspapers, with nearly half scanning QR codes from this source. Product packaging was the source of QR code scanning for 35.3% percent, while 27.4% scanned a code from a website and 23.5% scanned codes from a poster/flyer/kiosk. While TV and Business Cards were also noted, there apparently was little or no mention specifically of digital out-of-home or digital place-based media.
QR codes are a way in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach targeted consumers
Among mobile users who scanned a QR or bar code on their mobile devices in June, 58% did so from their home, while 39.4% did so from a retail store and 24.5% did so from a grocery store. Nearly 20% scanned a QR code while at work, while 12.6% did so outside or on public transit and 7.6% did so while in a restaurant.
In a separate look at the European scene, (EU5 region including France, Germany, Italy, Spain and UK) 4.6% of mobile users and 9.8% of smartphone owners scanned a QR or bar code during the month of June 2011.
Among mobile users who scanned a QR or bar code on their mobile devices in that period, 57.4% did so from home, while 22.6% did so while at work and 20% scanned a QR or bar code when outside or on public transport. Nearly 18% scanned a QR code while at a retail store, while 17.2% did so while in a supermarket and 5.7% did so while in a restaurant.