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BizReport : Mobile Marketing : November 30, 2011


QR Code scanning stumps college students

QR Codes have long been touted as the next hip thing in advertising and marketing but one particularly valuable segment of society just isn't getting with the program. New research from youth marketing agency Archrival reveals that the majority of college students have no plans to scan.

by Helen Leggatt

1117-archrival-final.jpgWhen Archrival surveyed over 500 students from college campuses across the US they found little enthusiasm for QR Codes.

The little black and white pixilated squares were largely ignored, even though 81% of students had a smartphone and 80% had previously seen a QR Code.

So why the lack of interest? According to Archrival's results it would appear that while the studious survey respondents were clever enough to get in to college, just 21% managed to scan a QR Code example presented to them.

Difficulties arose because some believed all that was needed was a camera and were not aware that a third-party app was required. Many got bored with the process as it took too long and others didn't want to download the scanning app.

"These are serious barriers marketers must account for and overcome if they plan on incorporating QR codes into any strategy that targets young consumers," says Archrival Brand Manager Don Aguirre. "Remember, when it comes to trends, especially those in the tech fields, adoption doesn't trickle down to college students but rather the other way around. The college campus is what drives our popular culture -- always has, always will. Without adoption or buy-in from this segment, a product will continually struggle for relevancy."






Tags: advertising, Archrival, barcode scanner, college students, mobile app, mobile marketing, QR Code, survey, trends








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  • Difficulties arose because some believed all that was needed was a camera and were not aware that a third-party app was required. Many got bored with the process as it took too long and others didn't want to download the scanning app.

    (http://www.txtimpact.com/Bl...

  • I'm not sure about this. We sponsored a QR code campaign for welcome week a couple of months ago. We used spray chalk and put QR codes on the sidewalks, parking garage walls and other high traffic areas. We saw thousands of scans over a 3 day promotion.

    We sell QR code Stickers at http://www.StickerScan.com and can see first hand the fast growth of QR code popularity!





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