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14M Americans Scanned QR Codes via Smartphone in June

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Some 14 million mobile users in the US—or 6.2% of the total mobile audience—scanned a QR (Quick Response) or bar code on their mobile device in June 2011, according to data from comScore MobiLens.

The most popular source of a scanned QR code was a printed magazine or newspaper, with nearly one-half (49.4%) of mobile audiences scanning QR codes from that source, followed by product packaging (35.3%).


More than one-quarter of mobile users (27.4%) scanned a code from a website via PC and 23.5% scanned codes from a poster/flyer/kiosk.

Demographic Profile of a QR Code User


Mobile users that scanned QR or bar codes during the month were more likely to be male (60.5% of the code scanning audience), skew toward age 18-34 (53.4%) and have an annual household income of $100k or above (36.1%).


Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.


Location When Scanning QR/Bar Code

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.

"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, SVP of comScore 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 utilize QR codes to further brand engagement." 


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  • by Jonathan Fri Aug 19, 2011 via web

    I think all this information is great. I too found some information from Lab42, and thought about places I've seen where QR codes should never be!

    What do you think? http://bit.ly/oq4k5l

  • by Joe Ariganello Wed Aug 24, 2011 via web

    It comes as no surprise that 14 million mobile users scanned a QR code in June of 2011 – they offer unlimited opportunities and marketing potential. It shows that consumers are hungry for more information that is easily accessible. For advertisers, QR codes offer a measurable ROI and allow for content to be adjusted based on the real time tracking of each individual campaign’s success. Integrating location and messaging will only further success, especially with campaigns designed to bring in store traffic. As you mention, the ability to track consumer segments, source and location of the QR codes allow for brands to continually measure their successes and grow from them.

  • by Chris Sun Sep 18, 2011 via web

    These stats are really interesting, but I wonder how much of the placement and novelty of the codes is really driving the numbers. For example, If more codes are on print ads than outdoor, this might skew the numbers. Also, I personally have been turned off by the experience after scanning codes in my home when I could have just as easily gone to the website.

  • by Arjun Fri Oct 14, 2011 via web

    Am surprised that there are no stats available for this on India - considering that India has 600 Mn active mobile users, about 30 Mn smart phone users and with smart phones growing at a YoY rate of 200%

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