Almost 40% of UK consumers are now familiar with QR Codes — the interactive matrix barcodes — as they are increasingly used in advertising, media content and on packaging, according to research from Kinetic Worldwide in conjunction with Joule.
Across all age groups 12% of consumers have successfully scanned a QR code with their mobile phone and accessed the information it contained. This figure increases to 20% amongst 18–24 year olds, and 15% amongst 25–34 year olds.
The study found that the majority of consumers are open-minded about using QR codes, or believe they could be beneficial. 37% of consumers think they could be useful, whilst 35% are not yet sure.
When asked about the content delivered by QR codes, not surprisingly 49% said they would like a product voucher or brand information. 42% said a link to a website could be useful, and 26% said they would like exclusive content.
On average, men (15%) were more likely to have used a QR code than women (12%) and, of people who have interacted them, most have done so with QR codes on advertising and products (both 41%).
However, Kinetic and Joule’s research suggests there is still a long way to go before they are used by a wider audience and clearer ‘signposting’ and explanation of QR codes is required.
Whilst 18–24 year olds are relatively high users, overall 43% of consumers still say they have never seen one, and just 1% of those aged 55–64 had used one successfully.