QR Codes have not fulfilled their promise to connect brands with large audiences, according to a new eMarketer report that states "one and done users do not create a mass audience." eMarketer
estimates the percentage of smartphone users who will scan a mobile barcode will edge up from 25% to 27% within 1.5 to 2 years, as the use of the phones in the U.S. by adults rises from 43.9% in
2011 to 58.3% by 2014. The research points to findings from Mobio that suggest 60% of North American consumers who scanned QR Codes in Q3 2011 did so just once.