A new study by comScore, Inc. (NASDAQ: SCOR) from his MobiLens service found that in June 2011, 14 million mobile users in the United States, representing 6.2% of the total mobile audience, analyzed a QR or barcode on your mobile device.
The study found that a mobile user scanned a QR barcode or during the month was more likely to be male (60.5% public code), dragster age 18-34 (53.4%) and have a family income of $ 100 k or higher (36.1 percent). The study analyzed the origin and location of QR barcode scanning or finding that users have most likely scan codes found in newspapers/magazines and on the packaging of the product and while at home or in a store.
"QR codes are only one of the ways in which effective mobile marketing can be integrated into existing media and marketing campaigns to help achieve desired consumer segments," said Mark Donovan, comScore senior vice president of mobile. "Retailers understand which segments of consumers scan QR codes, origin and location of these scans and the resulting information delivered, is crucial in the development and deployment of successful campaigns that use QR codes for further engagement and brand".
Demographic profile of a user of QR code
A demographic analysis of who analyzed a QR or barcode with their mobile phone in June revealed an audience that was more likely to be male, young to middle-aged income and higher. Men were the 25 percent more likely (index 125) that the average mobile user to scan QR codes, representing 60.5% of audience scanning.
More than half of all QR code scanner were aged between 18-34 (53.4 percent). Those between the ages of 25-34, which accounted for 36.8 per cent scanner for QR codes, were twice as likely as the average mobile user to engage in this behavior, while 18-24 year olds were 36 percent more likely than average (index 136) to scan. More than 1 of every 3 QR code scanner (36.1 percent) had a household income of at least 100,000 dollars, representing both the largest and most over-represented segment of income among the public.
Demographic profile public/scan QR barcodeJune 2011
Total Mobile audience of the United States ages 13 +
Source: comScore MobiLens
* Index =% QR/Bar Code Scanners/% of total mobile users X 100
Index of 100 indicates the media representation
Origin and location of the QR code scanned
Analysis of the origin and location of QR or barcode scan revealed further study how consumers are interacting with this marketing tool. The most popular source of a QR code scanned was a print magazine or newspaper, with almost half scan QR codes from this source. The packaging of the product was the source of the QR code scanning 35.3 percent of the audience, while 27.4% scanned a code from a web site on a PC and analyzed 23.5 percent from codes/poster/flyer kiosk.
Source of scanned/QR barcodeJune 2011
Total Mobile audience of the United States ages 13 +
Source: comScore MobiLensTotal Public: QR/bar code scanned with cellphone
* Percentages do not add up to 100% as respondents could select more than one source of QR/scanned bar code
Among mobile users who analyzed a QR or barcode on their mobile devices in June, 58.0 per cent made from their home, while the 39.4% did so from a retail store and 24.5% did so from a grocery store. Nearly 20% of a QR code scanned while on the job, while 12.6% did so outside or on public transport and 7.6% did so while in a restaurant.
For more insights into the use of QR code in Europe, please visit the comScore data mine.
Position when scanning QR/barcodeJune 2011
Total Mobile audience of the United States ages 13 +
Source: comScore MobiLensTotal Public: QR/bar code scanned with cellphone
* Percentages do not add up to 100% as respondents could select more than one location when QR/bar code scanning
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Tags: comScore, Marketing, mobile phone barcode scanning, smartphones, study
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