QR Code Scans: Newspapers, Magazines Most Likely Source
Mobile
August 12, 2011 -- According to comScore, Inc., a firm specializing in measuring the digital world, 14 million mobile users in the U.S., representing 6.2% of the total mobile audience, scanned a QR or bar code on their mobile device, in June 2011.
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%), skew toward ages 18-34 (53.4%), and have a household income of $100k or above (36.1%).
The study also analyzed the source and location of QR or bar code scanning, finding that users are most likely to scan codes found in newspapers/magazines and on product packaging and do so while at home or in a store.
Demographic Profile of a QR Code User
A demographic analysis of those who scanned a QR or bar code with their mobile phone in June revealed an audience that was more likely to be male, young to middle-age and upper income.
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Demographic Profile QR/Bar Code Scanning Audience June 2011 |
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| % of QR/Bar Code Audience | Index* | ||
| Gender: | |||
| Male | 60.5% | 125 | |
| Female | 39.5% | 76 | |
| Age: | |||
| Age: 13-17 | 7.4% | 108 | |
| Age: 18-24 | 16.6% | 136 | |
| Age: 25-34 | 36.8% | 211 | |
| Age: 35-44 | 19.6% | 117 | |
| Age: 45-54 | 12.4% | 68 | |
| Age: 55-64 | 4.1% | 28 | |
| Age: 65 | 3.0% | 22 | |
| Income: | |||
| Income: <$25k | 8.3% | 54 | |
| Income: $25k to <$50k | 18.0% | 79 | |
| Income: $50k to <$75k | 19.1% | 96 | |
| Income: $75k to <$100k | 18.6% | 125 | |
| Income: $100k | 36.1% | 134 | |
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Source: comScore MobiLens |
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Source and Location of QR Code Scanned
Analysis of the source and location of QR or bar code scanning revealed further insights into how consumers are interacting with this marketing tool.
The most popular source of a scanned QR code was a printed magazine or newspaper, with nearly half scanning QR codes from this source. Product packaging was the source of QR code scanning for 35.3 percent of the audience, while 27.4 percent scanned a code from a website on a PC and 23.5 percent scanned codes from a poster, flyer, or kiosk.
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Source of Scanned QR/Bar Code June 2011 |
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Media Source |
% of QR/Bar Code Audience* | |
| Printed magazine or newspaper | 49.4% | |
| Product packaging | 35.3% | |
| Website on PC | 27.4% | |
| Poster or flyer or kiosk | 23.5% | |
| Business card or brochure | 13.4% | |
| Storefront | 12.8% | |
| TV | 11.7% | |
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Source: comScore MobiLens *Percentages will not sum to 100% as respondents may select more than one source of QR/bar code scanned |
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Among mobile users who scanned a QR or bar code on their mobile devices in June, 58% did so from their home, while 39.4% did so from a retail store and 24.5% did so from a grocery store.
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Location When Scanning QR/Bar Code June 2011 |
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| Location | % of Consumers | |
| At home | 58.0% | |
| Retail store | 39.4% | |
| Grocery store | 24.5% | |
| At work | 19.7% | |
| Outside or on public transit | 12.6% | |
| Restaurant | 7.6% | |
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*Percentages will not sum to 100% as respondents may select more than one location when QR/bar code scanned. |
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"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," Mark Donovan, comScore senior vice president of mobile is quoted as saying. "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."
Source: comScore, 14 Million Americans Scanned QR or Bar Codes on Their Mobile Phones in June 2011, August 12, 2011.
