QR Codes Hardly A Hit With Consumers
Despite spirited support from Madison Ave., consumers just aren’t that into QR codes. In fact, according to Forrester Research, only 5% of Americans scanned the brand gateways between May and
July of last year. What explains consumers’ tepid response? “Advertisers are looking at every way possible that they can connect with consumers,” Forrest analyst Patti Freeman Evans
tells Bloomberg Businessweek. “Consumers [on the other hand] aren’t saying, ‘Oh, I really want to be able to connect with companies and brands.” As such, advertisers’
“initial enthusiasm has tempered,” says Chia Chen, an SVP at Digitas.