To Reach Male Shoppers, Marketers Try QR Codes

Earlier this month, I highlighted an eMarketer study that showed low consumer acceptance of QR codes. One recommendation from the study was to provide something of value when consumers scan a QR code. A new study on the topic shows which consumers make the best candidates for these types of promotions.

According to industry operator, ScanLife, the mobile barcode scanning trend is growing. The firm reports a huge increase in the number of scans per minute it is recording when comparing 2012 to last year. Typically, the firm now sees 120 scans per minute versus the 24 scans per minute in 2011. ScanLife also reports that its largest campaign this year resulted in over 2 million scans. Last year, the top performer had 30,000 scans.

For the most part, scanners remain largely male. Men initiate 69% of scans. The average age of scanners is also on the rise, suggesting that QR codes are gaining wider acceptance. Last year, only 41% of scanners were over age 35. This year, half of all scanners are 35+.

Marketers may be inclined to think that consumers only scan QR codes when they are on the go with their phones. But, ScanLife’s data shows that 60% of consumers are actually scanning at home. Scanning activity also shows a strong time-​of-​day behavioral trend. The peak scanning time runs from 6:00 p.m. to 8:00 p.m.

By industry, consumers are most likely to scans codes about toys or health and beauty products. They also show a higher tendency to scan promotions that are designed as contests or loyalty programs (i.e. for many people, it’s all about the rewards.)

[Source: Mobile Barcode Trend Report. Scanlife​.com. August 2012. Web. 29 Aug. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.