Mobile QR codes are still far from gaining mainstream adoption in U.S., according to a new comScore study. In June 2011, only 14 million people, or 6.2 percent of all mobile subscribers in the country, had scanned a QR or other type of barcode on their device, Media Post reported.
In addition, the usage of the codes skewed to young, affluent males – 60.5 percent of QR code enthusiasts were males, 53.4 percent were between the age of 18 to 34, and 36.1 percent had a household income of $100,000 or higher.
In terms of where people are using QR codes, print magazines and newspapers are on the top – Nearly half (49.4 percent) did so via print sources. Product packaging came next with 35.3 percent, a desktop Web site with 27.4 percent, and a poster, flyer or kiosk with 23.5 percent. 13.4 percent of users scanned it on a business card or brochures, 12.8 percent on a storefront, and 11.7 percent on TV, according to comScore.
“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,” said Mark Donovan, comScore senior vice president of mobile.
Although tech-savvy young guys seem to be the most likely to embrace QR codes, Ypulse found that nearly two-thirds of students have no idea what they are, while 6 percent have seen them but don’t know how to use them. Also, among those who have heard of them, only 42 percent think they are easy and useful, Media Post reported.