Nearly 6.2% of the total mobile audience in the US or 14 million mobile users, scanned a Quick Response (QR) or bar code on their mobile device in June 2011, according to a study by ComScore.
The study on mobile QR and bar code scanning is based on data from comScore’s MobiLens service.
A QR code is a specific matrix bar code or two-dimensional code that is readable by smartphones.
ComScore noted that understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial for marketers in developing and deploying campaigns that successfully utilise QR codes to further brand engagement and reach desired consumer segments.
The study found that 60.5% of code scanning audience during the month was more likely to be a male, and 53.4% were in between ages 18-34 and 36.1% of code scanners constituted those with a household income of $100k or above, representing both the largest and most over-represented income segment among the scanning audience.
The study also analysed the source and location of QR or bar code scanning, and found that users are most likely to scan codes found in newspapers/magazines and on product packaging and do so while at home or in a store.
Also, 58% scanned a QR or bar code 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.
The study noted that the most popular source of a scanned QR code was a printed magazine or newspaper, with nearly 50% scanning QR codes from this source.
Almost 35.3% of the audience used product packaging as the source of QR code scanning, while 27.4% scanned a code from a website on a PC and 23.5% scanned codes from a poster/flyer/kiosk.
