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New Survey Sheds Light on Scanning Behavior

by david
Comscore just released some dedicated survey results validating the growth of QR Code adoption in the United States.  The survey found that more than 14M people scanned a code in the month of  June alone! This reinforces some of the numbers we've been estimating of around 40-45M people in the US that have downloaded a barcode scanning app in the past year. Some other great stats tell us where people are scanning from (both the media and the physical location):
Source of Scanned QR/Bar Code June 2011 Total Mobile Audience U.S. Age 13+ Source: comScore MobiLens
QR/Bar Code Audience (000) % of QR/Bar Code Audience*
Total Audience: Scanned QR/bar code with mobile phone 14,452 100.0%
Printed magazine or newspaper 7,138 49.4%
Product packaging 5,101 35.3%
Website on PC 3,957 27.4%
Poster or flyer or kiosk 3,393 23.5%
Business card or brochure 1,940 13.4%
Storefront 1,850 12.8%
TV 1,693 11.7%
What really strikes us here is the wide variety of places that codes are being scanned from.  50% from magazines is to be expected, but almost 12% from TV is amazing!
Location When Scanning QR/Bar Code June 2011 Total Mobile Audience U.S. Age 13+ Source: comScore MobiLens
QR/Bar Code Audience (000) % of QR/Bar Code Audience*
Total Audience: Scanned QR/bar code with mobile phone 14,452 100.0%
At home 8,382 58.0%
Retail store 5,688 39.4%
Grocery store 3,546 24.5%
At work 2,844 19.7%
Outside or on public transit 1,827 12.6%
Restaurant 1,095 7.6%
Some other suprising stats here:
  • For a technology  that is best "on the go", it's amazing that 58% scanned from home (presumably where they have a PC).  This shows how reliant people have become on their mobile device for more information.
  • Retail is an obvious place to be scanning, but it is also encouraging to see that 25% have done so from a grocery store where most people have little time to spare.
The survey also includes information on demographics of people scanning, much of which reflects data from our latest Trend Report. Gender: Males make up 60% (exactly the same as our data) Largest age group:  24-34 at 37% (we showed 33%) Again, great to see a large 3rd party like Comscore start releasing some data on the behavior and adoption of QR Codes.   We hope this will encourage everyone to get involved if you haven't already!

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