A new study from Chadwick Martin Bailey, a mobile market research and analysis firm, shows that smart phone owners are still somewhat divided on how they feel about QR codes. The study focused on how people are using the QR codes they encounter. The codes have been used in a wide variety of marketing campaigns, mostly ones in which companies distribute discounts amongst consumers. Some codes are beginning to show up that, when scanned, allow consumers to make purchases. The study notes that discount distribution continues to be the most popular purpose of the codes.
According to the study, approximately 50% of smart phone owners in the U.S. have scanned a QR code. The majority of these people scanned a code to receive some kind of discount on a product or service. The study found that 18% of consumers scanned codes to purchase products. These codes were found at pop-up stores – 2D storefronts featuring QR codes instead of physical products.
Those that did not scan a QR code noted that they were unaware of what the codes were or how to use them. This is a common problem with QR codes and one that companies and marketers have been trying to overcome. With many consumers still unfamiliar with the codes, marketing campaigns using them may not be as successful as they could be. Companies interested in using the codes for their campaigns may need to take steps to ensure that consumers know how to scan the codes.
