Get our RSS feed
Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Mobile Marketing : August 08, 2011
Smartphone users asked where and why they scan QR Codes
QR Codes have caused quite a buzz among marketers, but what about the people they're targeted at? Market researchers Lab42 asked 500 American adults where they saw QR Codes, if they used them and what is was that motivated them to scan.
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
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- Report reveals men's emerging role in household supermarket shopping chore
- How data will impact businesses in 2014
- Report: Social pushing coupon search, use
- Platforms enhance mobile experience
- Few marketers plan for social media negativity
- Report highlights mobile's role in hotel customer experience
- Study: Mobile users want home screen options
- What's a CDO and why does your brand need one?
Featured White Papers
- Choosing the Best Web CMS for Customer Experience Management
In this paper, learn how to choose the right CMS for you and your business from the eyes of a... - Mobile Marketing: The Time is Now
Consumers are now more comfortable using retailers' mobile applications that can help them find specific products and brands, or just... - The Definitive Guide to Marketing Automation
Why is marketing automation so hot right now? This guide will show you what marketing automation is and how it... - The Inbound Website: Getting Found with SEO & Social
Extend your inbound marketing strategy to your entire website with actionable tips and best practices that help you increase visitors,... - 17 Ways to Build a Great Brand Today
This white paper highlights 17 developments that are influencing brand-building today and what great brands are doing about them.... - How to Stop Webpage Speed from Killing Your Marketing
Your website visitors have high expectations about how quickly your web site should load on their desktop and mobile devices....