Smartphone users asked where and why they scan QR Codes

First off, over half (58%) of the 500 Americans age 18 and over surveyed by Lab42 said they weren't familiar QR Codes. That's partly because some don't own a smartphone (26%) and those that do haven't yet stumbled across a code (17%).

Of those that are familiar with QR Codes (42%) over two-thirds (67%) have seen them in magazines or in retail stores (62%). Other places where QR Codes have caught smartphone owners' eyes are on billboards and posters (40%), in restaurants (36%) and museums (25%).

So what is it that drives a smartphone user to run up the barcode reader app, take aim and scan a QR Code? Unsurprisingly the biggest motivator is the promise of a discount (46%) although requesting product information isn't far behind (44%).

Curiosity was cited by almost as many again (43%) but few (28%) are driven by the quality of the ad associated with the code.

Over half (58%) of those familiar with QR Codes know that QR stands for Quick Response, and fast access to information is one of the benefits expressed of scanning the codes.

Tags: America, barcode, consumer insight, Lab42, mobile marketing, QR Code, smartphone use, survey