Home is Where the QR Code Is
comScore has just posted the results of their June 2011 survey regarding the funky, black and white squares and here’s what they found.
14 million mobile users in the US have scanned a QR code. That sound like a nice number until you put it in perspective. It represents only 6.2% of all mobile users.
60.5% of the code scanners were men, mostly between 18-34 with an income of over $100k.
Where did they find these codes? Nearly half said a print magazine or newspaper. A close second with 35.3% was product packaging. Posters, business cards, flyers and storefronts also made the list. The two strange choices were websites (27.4%) and TV (11.7%).
Websites perplexes me because the usual purpose of a QR code is to link the user to more material which is generally located on a website. If I’m already there, why make me jump through hoops to use a code? Why not just show me what you want to show me? TV is odd because you’d have to either be very quick or use a pause command to stop the TV commercial long enough to scan the code. I’m surprised that even 11% of the people mentioned that option.
The last place I saw a QR code was on a soda cup from a fast food restaurant. I was in the car, so I didn’t activate the code until I got home, which put me in the majority. 58% of QR code users say they scan codes at home. 39.4% said at a retail location, grocery stores, restaurants, work and on public transportation also made the list.
I think that we have a long way to go before QR codes become part of the common usage. But the fact that people are scanning at home points to something I’ve been pushing lately, the concept that mobile isn’t just for those on the go. More and more we’re seeing people using their cell phone as a substitute for their computer and that’s going to have a big impact on online marketing.
Are you using QR codes as a consumer or a marketer? I’d like to hear about the pros and cons.