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14 Million Americans Scanned QR or Bar Codes on Their Mobile Phones in June 2011

August 12, 2011

RESTON, Va., Aug. 12, 2011 /PRNewswire/ — comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today 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 U.S., representing 6.2 percent 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 percent of code scanning audience), skew toward ages 18-34 (53.4 percent) and have a household income of $100k or above (36.1 percent). The study also analyzed 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.

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“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 utilize 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 percent more likely (index of 125) than the average mobile user to scan QR codes, representing 60.5 percent of the scanning audience.

More than half of all QR code scanners were between the ages of 18-34 (53.4 percent). Those between the age of 25-34, who accounted for 36.8 percent 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 percent more likely than average (index of 136) to scan. More than 1 of every 3 QR code scanners (36.1 percent) had a household income of at least $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 U.S.  Age 13+
    Source: comScore MobiLens
    -------------------------
                                  QR/Bar       % of     Index*
                                  ------       ----     ------
                                   Code       QR/Bar
                                   ----       ------
                                 Audience      Code
                                 --------      ----
                                      (000) Audience
                                      ----  --------
    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: <$25k                1,193        8.3%       54
        -------------                -----        ---       ---
        Income:  $25k to <$50k       2,597       18.0%       79
        ----------------------       -----       ----       ---
        Income: $50k to <$75k        2,756       19.1%       96
        ---------------------        -----       ----       ---
        Income: $75k to <$100k       2,689       18.6%      125
        ----------------------       -----       ----       ---
        Income: $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 percent of the audience, while 27.4 percent scanned a code from a website on a PC and 23.5 percent scanned codes from a poster/flyer/kiosk.


    Source of Scanned QR/Bar Code
    June 2011
    Total Mobile Audience U.S.  Age 13+
    Source: comScore MobiLens
    -------------------------
                                              QR/Bar       % of
                                              ------       ----
                                               Code       QR/Bar
                                               ----       ------
                                             Audience      Code
                                             --------      ----
                                                  (000) 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 percent did so from their home, while 39.4 percent did so from a retail store and 24.5 percent did so from a grocery store. Nearly 20 percent scanned a QR code while at work, while 12.6 percent did so outside or on public transit and 7.6 percent did so while in a restaurant.


    Location When Scanning QR/Bar Code
    June 2011
    Total Mobile Audience U.S.  Age 13+
    Source: comScore MobiLens
    -------------------------
                                                  QR/Bar      % of
                                                  ------      ----
                                                   Code      QR/Bar
                                                   ----      ------
                                                Audience      Code
                                                --------      ----
                                                     (000) 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%
        ----------                                  -----        ---
    *Percentages will not sum to 100% as respondents may select
     more than one location when QR/bar code scanned

About comScore

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SOURCE comScore, Inc.


Source: newswire



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