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!
