14 million Americans scanned QR or bar codes in June 2011

15 Aug 2011

RESTON, US: comScore, Inc, a leader in measuring the digital world, has released results of a study on mobile QR and bar code scanning based on data from its comScore MobiLens service.

A QR ("Quick Response") code is a specific matrix bar code (or two-dimensional code) that is readable by smartphones. The study found that in June 2011, 14 million mobile users in the US, representing 6.2% of the total mobile audience, scanned a QR or bar code on their mobile device. 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% of code scanning audience), skew toward ages 18-34 (53.4%) and have a household income of US$100 000* or above (36.1%). The study also analysed 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.

"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," said Mark Donovan, comScore senior vice president of mobile. "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 utilise QR codes to further brand engagement."

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. Men were 25% more likely (index of 125) than the average mobile user to scan QR codes, representing 60.5% of the scanning audience.

More than half of all QR code scanners were between the ages of 18-34 (53.4%). Those between the age of 25-34, who accounted for 36.8% of QR code scanners, 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 (index of 136) to scan. More than 1 of every 3 QR code scanners (36.1%) had a household income of at least US$100 000, representing both the largest and most over-represented income segment among the scanning audience.

Demographic Profile QR/Bar Code Scanning Audience June 2011 Total Mobile Audience US Age 13+ Source: comScore MobiLens
	QR/Bar Code Audience (000)	% of QR/Bar Code Audience	Index*
Total Audience: 13+ yrs old	14,452	100.0%	100
Gender:
Male	8,743	60.5%	125
Female	5,709	39.5%	76
Age:
Age: 13-17	1,076	7.4%	108
Age: 18-24	2,402	16.6%	136
Age: 25-34	5,317	36.8%	211
Age: 35-44	2,827	19.6%	117
Age: 45-54	1,798	12.4%	68
Age: 55-64	594	4.1%	28
Age: 65+	437	3.0%	22
Income:
Income:	1,193	8.3%	54
Income: US$25k to	2,597	18.0%	79
Income: US$50k to	2,756	19.1%	96
Income: US$75k to	2,689	18.6%	125
Income: US$100k+	5,217	36.1%	134

*Index = % of QR/Bar Code Scanners/% of total mobile users X 100
Index of 100 indicates average representation

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% 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/Bar Code June 2011 Total Mobile Audience US Age 13+ Source: comScore MobiLens
	QR/Bar Code Audience (000)	% of QR/Bar Code Audience*
Total Audience: Scanned QR/bar 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%

*Percentages will not sum to 100% as respondents may select more than one source of QR/bar code scanned

Among mobile users who scanned a QR or bar 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. Nearly 20% scanned a QR code while at work, while 12.6% did so outside or on public transit and 7.6% did so while in a restaurant.

For additional insights into QR code usage in Europe, please visit the comScore Data Mine.

Location When Scanning QR/Bar Code June 2011
Total Mobile Audience US Age 13+ Source: comScore MobiLens
	QR/Bar Code Audience (000)	% of QR/Bar Code Audience*
Total Audience: Scanned QR/bar 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%