Magazines a popular source of scanned QR codes in the US

Quick response (QR) codes are finding their way into marketing campaigns on an increasing basis. They're showing up in print ads, posters, flyers and other signage; on websites and kiosks-just about anywhere an advertisement or marketing creative appears. According to a new study compiled by comScore for its MobiLense service, printed materials are getting the highest response rates from prospects.

The study found that for the month of June, 14 million mobile device users in the US scanned a QR code. That's about 6 percent of the total mobile audience, according to comScore.

Those 14 million users were most likely to do their scanning in a magazine or newspaper, says the report – 49.4 per cent of the audience scan the codes found in them. Product packaging is the second most popular source for code scans at 35.3 per cent, followed by Web sites on PCs at 27.4 per cent. Posters, flyers or kiosks represented 23.5 per cent of scanned codes.

"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 campaigns that successfully utilise QR codes to further brand engagement," says Mark Donovan, comScore senior vice president of mobile, in a prepared statement.

According to the study, scanners tend to be male (60.5 per cent) and between the ages of 18 and 34 (53.4 per cent). Lastly, QR codes were more than likely to be scanned from home (58 per cent), but codes in the field had respectable levels of activity: retail stores sourced 39.4 per cent of scans, grocery stores 24.5 per cent and "at work" 19.7 per cent. Outside or on public transit (12.6 per cent) and restaurant (7.6 per cent) rounded out the list.

Source: Folio