14 million mobile phone users in the U.S. (6.2% of the total number of mobile phone users) scanned a QR or bar code with their mobile device in June 2011, according to the latest MobiLens research from comScore.
A QR (Quick Response) code is a specific matrix bar code (or two-dimensional code) that is readable by smart phones.
More than half of all QR code scanners were between the ages of 18–34 (53.4%).
Additionally, the study found that a mobile user that scanned a QR or bar code during the month was more likely to be male (60.5% of code scanning audience), skew toward ages 18–34 (53.4%) and have a household income of $100k or above (36.1%).
ComScore also discovered that users are most likely to scan codes found in newspapers or magazines and on product packaging, and do so while at home or in a store.
“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,” says 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 utilise QR codes to further brand engagement.”
In a separate look at 5 European countries — France, Germany, Italy, Spain and UK — comScore found that 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, 22.6% did so at work and 20% scanned a QR or bar code when outside or on public transport. Nearly 18% scanned a QR code at a retail store, while 17.2% did so in a supermarket and 5.7% did so in a restaurant.