QR codes have taken a while to catch on. Analysts first said that this technology would a popular tool for younger people to use. Then, earlier this year, Pitney Bowes predicted a growing use of QR codes connected with smartphone adoption. Now, it seems that a broader range of age groups are turning to QR codes and this trend is encouraging enterprises to increase their use of this marketing tool as well.
One industry operator, ScanLife, has been tracking the rise in QR use and reported that March 2013 was a peak month for this activity with 6.7 million scans being carried about by consumers on their system. Marketers will be interested to know that consumers show some variation on which days they engage in scanning. Saturdays (16%) and Sundays (15%) are the busiest scan days while Mondays (13%) are the slowest. By time of day, scanning activity begins to increase sharply at 9:00 a.m., peaks at around 2:00 p.m., and then begins to drop off by 9:00 p.m.
ScanLife statistics show a distinct difference in consumer behavior by gender. About 2/3 of QR code scanners are male. By age group, there’s a more even distribution:
- Under age 18: 6%
- Ages 18–24: 14%
- Ages 25–34: 23%
- Ages 35–44: 25%
- Ages 45–54: 18%
- Ages 55+: 14%
The top reasons for scanning a QR code are obtaining product information, accessing social networks, and engaging in mobile commerce. Consumers are most likely to scan codes from the retail, food& beverag,e and wireless industries.
To learn more about QR Code Users, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.[Source: Mobile Barcode Trend Report. Scanlife.com. 2013. Web. 8 May 2013]