QR Codes: the Barcodes that Fuel Mobile Marketing

 A QR code (short for Quick Response) is a  matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones.
 
The code consists of black modules arranged in a square pattern on a white background. The images contain a message that can be unlocked by using an application on a smartphone.  The information encoded can be text, URL or other data.
 
Use of the codes started in Japan, but use in the US is increasing, offering up new opportunities for mobile communication.
 

According to a recent survey of smartphone users, commissioned by MGH to determine the usage of QR codes, 72% of smartphone users indicated that they would be likely to recall an ad with a QR code.

Demographics of US Smartphone Users Who Have Used a QR Code (% of Respondents, February 2011)
Demographic % of Respondents
Gender
   Male

51%

   Female

49

Age
   18-34

39%

   35-54

48

   55+

13

HH Income
   < $25K

6%

   $25K-50K

23

   $50K +

71

Education
   High school or less

11%

   College/associate

26

   University +

63

Source: MGH Survey, March 2011

32% of smartphone users surveyed said they’ve used a QR code, a much higher percentage than various other previous surveys of QR usage. Top usage of those who said they’ve used a QR code was to secure a coupon, deal or discount (53%).

Reason For QR Code Use by US Smartphone Users (% of Respondents, February 2011)
Reason for QR Use % of Respondents
Get coupon, discount or deal

53%

Access additional information

52

Enter sweepstakes

35

Register for more information

26

Access video

24

Make a purchase

23

Interact with social Media

23

Other

11

Don’t know

2

Source: MGH Survey, March 2011