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14 million Americans scanned QR codes in June

Marketing

Newspapers, magazines and product packaging most likely source of QR code scans on mobile phones

David Kuack | August 29, 2011

comScore Inc., a digital analytics company, has released results of a study on mobile QR code scanning. The study found that in June 2011, 14 million U.S. mobile users, representing 6.2% of the total mobile audience, scanned a QR code on their mobile device. The study found that a mobile user that scanned a QR code during the month was more likely to be male (60.5% of code scanning audience), skew toward ages 18-34 (53.4%) and have a household income of $100,000 or above (36.1%).

The most popular source of a scanned QR code was a printed magazine or newspaper, with nearly half scanning QR codes from this source. Product packaging was the source of the code scanning for 35.3% of the audience, while 27.4% scanned a code from a website on a PC and 23.5% scanned codes from a poster/flyer/kiosk.

Of those who scanned a QR code on their mobile devices, 58% did so from their home, 39.4% from a retail store and 24.5% from a grocery store. Nearly 20% scanned a QR code while at work, while 12.6% did so outside or on public transit and 7.6% did so while in a restaurant.

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