QR codes more familiar with smart phone owners than reports suggest
Perception Research Services (PR
S) has released the results of a new survey concerning QR codes and their familiarity among consumers in the U.S. QR codes have become widely used mobile marketing tools, allowing companies to engage consumers that are highly reliant on their mobile devices. The codes have proven capable of providing consumers with valuable information that can influence purchases. Despite the prospects of QR codes, however, some reports suggest that they are rarely used by consumers and that many people do not know what the codes are. This is not the case, according to PRS.
Survey shows mobile shoppers are in tune with QR codes
According to the PRS survey, approximately 54% of consumers surveyed own smart phones. Nearly 76% of these people make use of their mobile device for shopping purposes through mobile commerce platforms. Roughly half of these mobile shoppers use their devices to check prices and do research on products they may be interested in. Electronics and packaged goods are the most common categories consumers focus on while using their mobile device to shop.
94% of smart phone owners recognize QR codes
The survey shows that a staggering 94% of smart phones owners recognize QR codes, with another 44% saying they have used the codes while shopping before. The PRS survey suggests that consumers are not as unfamiliar with QR codes as other research has suggested in the past. The level of comprehension smart phone owners show with the codes may actually be one of the reasons advertisers and retailers continue using the codes so aggressively.
Poor experiences could discourage QR code use
Despite the fact that such a high percentage of smart phones owners know what QR codes are, they may still be relatively leery of using the codes for many reasons. Retailers and advertisers often use QR codes to engage mobile consumers, but few companies actually take the time to test their codes to ensure a positive consumer experience. A poorly implemented code could discourage consumers from using them in the future, and word of mouth often persuades other consumers to avoid QR codes as well.
BWild |
November 27, 2012
Survey shows UK consumers want better QR codes
A new study conducted in the United Kingdom by Hitachi Consulting shows that British consumers are willing to use QR codes, if only marketers and businesses were able to use them effectively. QR codes have become favored tools throughout the advertising industry, with many agencies leveraging the capabilities of these codes to engage mobile consumers. Though advertisers and businesses have shown major favor for the codes, consumers have been less enthusiastic, with some considering the codes garish while others are entirely unfamiliar with them.
12% of consumers have scanned QR codes while shopping
According to the survey, approximately 12% of all British consumers have ever scanned a QR code while shopping. Another 36% said, however, they would be willing to use QR codes if they provided them with discounts, rewards, and more personalized services. The survey shows that younger consumers are more likely to use QR codes if they know they will be rewarded for doing so. Overall, consumers want to see QR codes used in a less ambiguous way so they know exactly what the codes are for and how they can benefit from scanning them.
Young consumers considered ideal target for QR codes
Young consumers, in particular, are an ideal target for QR codes because these people have already shown interest in the codes in the past. These consumers are steeped in mobile technology and have already established some degree of familiarity with QR codes and barcode scanning applications. As these consumers become more prominent in markets around the world, advertisers and companies have been looking for ways to engage them, using QR codes as an effective tool. Surrounding these codes in a shroud of vagueness, however, has proven unattractive for young consumers, who are demanding more straightforward and clear services.
Consumers demand more straightforward codes
Despite the relatively low use of QR codes amongst UK consumers, the codes remain one of the most widely used marketing tools in the advertising space. Marketers consider the codes to be highly effective in their ability to engage consumers, even if these consumers do not actually use the codes. The survey suggests that retailers may have to take a new approach to their use of QR codes if they want to engage a younger audience.
