New research from Chadwick Martin Bailey looks at why customers scan QR codes and what they expect once they do so. According to the study, half of smartphone users have scanned a QR code at least once.
As QR codes become increasingly prevalent – over 90% of the top 100 magazines in the US featured at least one mobile barcode since May 2011 (eMarketer) – customer recognition is picking up, even if they’re not exactly sure what the codes are. Only one in five (21%) of internet users said they have heard of “QR codes,” but a whopping 81% of respondents – when showed a QR code image – said they have seen one before.
What do consumers do once they’ve scanned a code? The majority – 57% – do nothing, but 21% share the information with someone, and 18% make a purchase.
Why do consumers scan QR codes?
- 46% of those who have scanned a QR code did so because they were “curious”
- 41% scanned a QR code to get more information about the brand/product/event, etc
- 18% did so to take advantage of a discount/coupon/free gift
- 16% did so to gain access to exclusive content
Magazines and newspapers (35%) are the most common QR code source for those who have scanned one, and packaging (18%) was the next most popular QR code source. The process worked well for most users: 70% of those who scanned QR codes said it was very easy.
The study results do indicate that marketers should continue working on QR code content: out of those who have scanned one, only 41% felt that the information was useful. Men (44%) found QR codes more useful than women (36%).
