QR Codes Best in Magazines, Newspapers & Packaging

by , Aug 26, 2011, 8:15 AM
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A new comScore study on mobile QR (Quick Response) code scanning readable by smartphones, found that 14 million mobile users in the U.S., representing 6.2% of the total mobile audience, scanned a QR code on their mobile device. A mobile user that scanned a QR code 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%).

Mark Donovan, comScore senior vice president of mobile "QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns... "

A demographic analysis of those who scanned a QR code with their mobile phone in June revealed an audience that was more likely to be male, young to middle-age and upper income. More than half of all QR code scanners were between the ages of 18-34. Those between the age of 25-34 were twice as likely as the average mobile user to engage in this behavior, while 18-24 year olds were 36% more likely than average to scan. More than 1 of every 3 QR code scanners had a household income of at least $100,000, representing both the largest and most over-represented income segment among the scanning audience.

Demographic Profile QR Code Scanning Audience  (Total Mobile Audience U.S. Age 13+)

Audience

QR Code Audience (000)

% of QR Code Audience

Index (Code Scanners)

Total Audience: Age 13+

14,452

100.0%

100

Gender:

 

 

 

   Male

8,743

60.5%

125

   Female

5,709

39.5%

76

Age:

 

 

 

   13-17

1,076

7.4%

108

   18-24

2,402

16.6%

136

   25-34

5,317

36.8%

211

   35-44

2,827

19.6%

117

   45-54

1,798

12.4%

68

   55-64

594

4.1%

28

   65+

437

3.0%

22

Income:

 

 

 

   <$25k

1,193

8.3%

54

   $25k to <$50k

2,597

18.0%

79

   $50k to <$75k

2,756

19.1%

96

   $75k to <$100k

2,689

18.6%

125

   $100k+

5,217

36.1%

13

Source: comScore MobiLens, June 2011

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% of the audience, while 27.4% scanned a code from a website on a PC and 23.5% scanned codes from a poster/flyer/kiosk.

Source of Scanned QR Code (Total Mobile Audience U.S. Age 13+)

 

QR Code Audience (000)

% of QR Code Audience (Mult. Sources)

Total Audience: Scanned QR code with mobile phone

14,452

100.0%

Printed magazine or newspaper

7,138

49.4%

Product packaging

5,101

35.3%

Website on PC

3,957

27.4%

Poster or flyer or kiosk

3,393

23.5%

Business card or brochure

1,940

13.4%

Storefront

1,850

12.8%

TV

1,693

11.7%

Source: comScore MobiLens, June 2011

Among mobile users who scanned a QR code on their mobile devices in June, 58.0% did so from their home, while 39.4% did so from a retail store and 24.5% did so from a grocery store.

Location When Scanning QR Code (Total Mobile Audience U.S. Age 13+)

 

QR Code Audience (000)

% of QR Code Audience (Mult. Sources)

Total Audience: Scanned QR code with mobile phone

14,452

100.0%

At home

8,382

58.0%

Retail store

5,688

39.4%

Grocery store

3,546

24.5%

At work

2,844

19.7%

Outside or on public transit

1,827

12.6%

Restaurant

1,095

7.6%

Source: comScore MobiLens, June 2011

For additional information from comScore, please visit here, or for additional insights into QR Code usage in Europe, please visit the comScore Data Mine here.

 

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