QR Code Scanning In Baltimore And Washington

QR Code and Smartphone statistics for Washington and BaltimoreA small part of the latest poll of Baltimore & Washington, DC Area Consumers regularly conducted by Capitol Communicator/WB&A Market Research shows that four in ten area residents have scanned a QR Code. The statistic appears at the bottom of page three of the report and is reproduced below. The full report can be viewed here (PDF).

Overall, Washington, DC area residents are more likely to own a smartphone than Baltimore area residents (58% vs. 42%). However, both markets have shown an increase in smartphone ownership since lanuary 2011, when Washington, DC ownership was at 51% and Baltimore was at 34%. Additionally, both levels of ownership are higher than the national percentage of adult ownership reported by the Pew Research Center (35%).

As would be expected due to the higher ownership rate, a higher portion of total Washington, DC area residents surveyed have used a smartphone to scan a QR Code (23% vs. 17%), which can be used to obtain additional information or discounts on products and services.

However, when looking at only those who own a smartphone, about four in ten area residents in both Baltimore and Washington, DC have scanned a QR Code (40% vs. 39%).


4 thoughts on “QR Code Scanning In Baltimore And Washington”

  1. “four in ten area residents have scanned a QR Code”


    Closer to one to two in ten “area residents.”

    Also, does not reflect whether they have scanned multiple codes and do they currently scan codes (did you scan a code within last 30-days).

    Therefore, another meaningless statistic in the land of QR.

  2. I think Comscore’s recent study, which looked at a sample size of 14 million cellphone users over the month of June 2011, was much more representative. Based on their sample, 6.2% of all cellphone users scanned a QR code. If we assume a Smartphone penetration rate in the US of 35%, this would be be roughly 16% of Smartphone users, far from the 4 in 10 number. I provide analysis of these numbers here http://www.adverscan.com/Blog/new-non-biased-qr-usage-metrics.html

  3. Incorrectly, I had thought QR Codes were just the point-and-shoot version of “bit.ly” — a one-way link to take me to your webpage.

    It turns out that the real marketing magic from these little pictures comes from using the right type of reader. Most QR readers so far have been developed as above, uni-directional, but the interesting bit is how new software makes QR codes bi-directional, meaning a potential customer can alert the advertiser of his interest and identity when he clicks, forward his contact info to them or ask to be called by a salesman right away. And all this is easy, the way we like it as marketers, point-and-shoot, then click.

    I was actually at a conference for the very old fashioned textiles industry this weekend in NYC — http://furnituretodayonline.com/conferences/htt/context/2011/index.html — where a company named SYNQWARE was presenting its QRSYNQ reader — http://www.qrsynq.com — that promised all of the above.

    The idea here was to use these codes on product labels (take me immediately to the online reviews about it before I buy) or at trade shows (point-and-shoot at my booth to bookmark my company, send me your e-business card or ask me to call you). The other use I liked was to learn that digital print shops can customize these for catalogs, meaning each one we send to your house has its individual code – once you scan it, we get a message, alerting us that you’re a potentially good lead.

    From a marketing point of view, this is as powerful as the iContact / ConstantContact emailing message systems, in that a marketer gets enough feedback to allow potential customers to self-identify as good leads. In my business, that’s very good stuff!

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