Australian consumers still widely unfamiliar with QR codes

QR codes continue to be a hot topic in marketing and have even begun to generate some hype around their use in mobile commerce. Despite the fact that the codes have become widely used, however, many consumers are still unfamiliar with the barcodes. This is especially true in Australia, where Econsultancy, a market research publisher, and Toluna, a survey and market research firm, have found that the majority of consumers do not know what QR codes are.

Codes still obscure despite their age

QR codes are not new technology. The codes emerged in the early 1990’s in the auto industry of Japan, developed by Denso Wave, a subsidiary of Toyota. Denso Wave used the codes to keep track of inventory. The codes eventually found their way into the hands of advertisers, who were able to leverage their striking appearance and ability to distribute information quickly to engage consumers. Over a short period of time, QR codes became rampantly popular in Japan, and are still so today. Outside of Japan, however, the codes have had more trouble finding traction with consumers.

Survey shows many consumers are unfamiliar, but also that many are well aware of QR codes

According to the survey from Econsultancy, 62% of Australian consumers do not know what a QR code is, let alone what the barcodes are meant to do. The survey does show, however, that approximately 51% of consumers between the ages of 18 and 34 recognize the codes and know how to use them, with another 51% of these consumers having used a code within the last three months. The problem seems to be awareness, as many of the companies that use QR codes either for mobile commerce or marketing do not take the time to educate consumers on what the codes actually are.

Codes picking up momentum in mobile commerce

QR codes are becoming more popular in the realm of mobile commerce, especially in terms of so called “pop-up,” or virtual stores. These stores can be located anywhere and take up little room. Instead of physical products, these stores feature pictures of products they sell, with a QR code attached. When the codes are scanned, consumers can purchase the product associated with a QR code through a mobile website. UK retailer Tesco has done this in the past, as well as other retailers throughout the world.

Marketers now need to use these barcodes for more than just pushing content.

According to data from an Ofcom study, more than half of smartphone users in the United Kingdom regularly scan QR codes and perform other tasks with their devices while they’re out shopping.

It also noted that 21 percent of shoppers use their devices for scanning barcodes.

This means that over one in every five consumers in the U.K. are scanning the QR codes that they see in advertising, on product packaging, and in other locations, in order to obtain more information about the products that they are considering for purchase.

As there are 25 million British people with smartphones (as penetration of these devices has reached 51 percent in that country), considering that one fifth of them are using QR codes on a regular basis, this means that 4.5 million people in the U.K. are regular scanners while shopping.

The implications of this heavy use of QR codes should not be overlooked.

Marketers and retailers alike should recognize that this presents a tremendous opportunity, and that the odds are that the number of users will only skyrocket along with the ever rising penetration of smartphone devices. Though NFC does still hold a great deal of potential, it is QR codes, and not near field communications, that are currently changing the way that British mobile consumers are engaging with brands.

Experts in the industry, such as Laura Marriot, the CEO of NeoMedia, believe that QR codes are now on the cusp of a time of rapid expansion, and that as an increasing number of verticals are starting to notice this trend, the importance of the barcodes to marketing will blossom.

The key is for marketers to understand that it is not simply a method of providing content to consumers. In fact, this tendency is doing more harm than good for the overall health of the use of QR codes. Instead of simply providing the barcodes in order to allow consumers to scan them and view a website or a page about a product, it is being recommended that they be used for a much more appealing and action based purpose.

Experts are encouraging marketers to use QR codes to share discounts, promotions, offers, and other attractive benefits that will encourage consumers to continue to scan, and to use what they receive in order to make a purchase