ComScore published its ‘2012 Mobile Future in Focus’ report today with key insights from 2011 and what they mean for the coming year. It’s a mobile marketers ‘must read’ and the full report is available for download from their website here. This is a snippet specifically on QR Codes from the report:
During 2011, QR Codes came onto the scene as a way to bridge mobile and traditional media across various mediums including print publications, product packaging, outdoor kiosks and more. A QR (“Quick Response”) code is a specific matrix bar code (or two-dimensional code) that is readable by smartphones. In December 2011, 1 in every 5 smartphone owners in the U.S. scanned a QR Code with their phone, leading Canada and European markets as the top scanning market. Canada and Germany both saw near 16 percent of smartphone owners scanning QR Codes during the month, while the UK and Spain (home to the most penetrated smartphone markets) saw just 12 percent of their audiences scanning QR Codes.
Of those U.S. smartphone owners that scanned a QR Code in December 2011, the most popular source of scanning was product packaging (done by 42 percent of the scanning population), while the most popular location for scanning was at home (done by 57 percent of scanners). Product information was the most popular result of scanning a QR Code with nearly 3 in 4 of the scanning audience directed to product info. Nearly one-third of those that scanned a QR Code resulted in a coupon or offer, while 1 in 4 received event information. QR Codes demonstrate just one of the ways in which mobile marketing can be integrated into existing campaigns to help reach desired consumer segments and further bridge the gap between mobile and traditional marketing strategies at relatively low risk and investment for brands. But in order for it to become a truly effective marketing tool, marketers must understand how consumers are engaging with these codes and how these codes can complement marketing strategies to create another connection point with consumers.