QR codes are popping up in more and more places, from billboards to business cards, and mobile consumers are responding: 32% of smartphone users say they have used a QR code and 70% say they would be interested to do so, either for the first time or again, according to a survey from MGH.
Moreover, nearly three-quarters of smartphone users say they are very or somewhat likely to recall an ad with a QR code.
Below, other findings from MGH's online survey of 415 smartphone users.
A QR (quick-response) code is a two-dimensional barcode-like image that can be read by software on a smartphone, usually via downloadable app. Once scanned, QR codes direct users to mobile-optimized Web pages for more information.
Awareness for QR codes is relatively strong: 65% of smartphone users say they have seen a QR code, most often on product packaging (56%), in magazines (45%), on coupons (45%), and in newspaper ads (27%).
QR Code Users Seeking Deals
Among smartphone users who have scanned QR codes, the top reason is to find coupons or discounts (53%), product or service information (52%), and to enter a sweepstakes (33%).
Nearly one-quarter of smartphone users have scanned QR codes to make purchases online (23%), interact with social channels (23%), and access video content (24%).
QR Code Users Demographics
Women (51%) and men (49%) scan QR codes at nearly equal levels, while such users tend to be young (48% are age 18-34) and affluent: 71% have an annual income of $50,000 or more:
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Ad Recall
QR codes may help in ad recall: 31% of smartphone users say they would be highly likely to remember an ad with a QR code and 41% say they would be somewhat likely to recall such an ad.
Smartphone users who say they would either use a QR code again or for the first time (70%) cite the following top five motivations for doing so:
- Finding discounts or deals: 87%
- Entering a sweepstakes: 64%
- Accessing additional information: 63%
- Making a purchase: 60%
- Signing up to receive more information: 53%
About the data: Findings are from a survey of 415 smartphone users via the Vision Critical Springboard America panel, conducted in February 2010.
