August 13th, 2011

QR code scan­ners likely to be male, young and rich

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 1834 (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 1834 (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.

1 comment to QR code scan­ners likely to be male, young and rich

  • I liked your art­icle is an inter­est­ing tech­no­logy
    thanks to google I found you

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