Some 14 million mobile users in the US—or 6.2% of the total mobile audience—scanned a QR (Quick Response) or bar code on their mobile device in June 2011,according to data from comScore MobiLens.
The most popular source of a scanned QR code was a printed magazine or newspaper, with nearly one-half (49.4%) of mobile audiences scanning QR codes from that source, followed by product packaging (35.3%).
More than one-quarter of mobile users (27.4%) scanned a code from a website via PC and 23.5% scanned codes from a poster/flyer/kiosk.
Demographic Profile of a QR Code User
Mobile users that scanned QR or bar codes during the month were more likely to be male (60.5% of the code scanning audience), skew toward age 18-34 (53.4%) and have an annual household income of $100k or above (36.1%).
Location When Scanning QR/Bar Code
Among mobile users who scanned a QR or bar code on their mobile devices in June, 58.0% did so from their home, while 39.4% did so from a retail store and 24.5% did so from a grocery store.
Nearly 20% scanned a QR code while at work, while 12.6% did so outside or on public transit, and 7.6% did so while in a restaurant.
"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, SVP of comScore 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."