QR Codes Best in Magazines, Newspapers & Packaging

A new comScore study on mobile QR (Quick Response) code scanning readable by smartphones, found that 14 million mobile users in the U.S., representing 6.2% of the total mobile audience, scanned a QR code on their mobile device. A mobile user that scanned a QR code 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 $100k or above (36.1%).

Mark Donovan, comScore senior vice president of mobile “QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns… ”

A demographic analysis of those who scanned a QR code with their mobile phone in June revealed an audience that was more likely to be male, young to middle-age and upper income. More than half of all QR code scanners were between the ages of 18-34. Those between the age of 25-34 were twice as likely as the average mobile user to engage in this behavior, while 18-24 year olds were 36% more likely than average to scan. More than 1 of every 3 QR code scanners had a household income of at least $100,000, representing both the largest and most over-represented income segment among the scanning audience.

Demographic Profile QR Code Scanning Audience  (Total Mobile Audience U.S. Age 13+)
Audience QR Code Audience (000) % of QR Code Audience Index (Code Scanners)
Total Audience: Age 13+ 14,452 100.0% 100
Gender:      
   Male 8,743 60.5% 125
   Female 5,709 39.5% 76
Age:      
   13-17 1,076 7.4% 108
   18-24 2,402 16.6% 136
   25-34 5,317 36.8% 211
   35-44 2,827 19.6% 117
   45-54 1,798 12.4% 68
   55-64 594 4.1% 28
   65+ 437 3.0% 22
Income:      
   <$25k 1,193 8.3% 54
   $25k to <$50k 2,597 18.0% 79
   $50k to <$75k 2,756 19.1% 96
   $75k to <$100k 2,689 18.6% 125
   $100k+ 5,217 36.1% 13
Source: comScore MobiLens, June 2011

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 QR 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.

Source of Scanned QR Code (Total Mobile Audience U.S. Age 13+)
  QR Code Audience (000) % of QR Code Audience (Mult. Sources)
Total Audience: Scanned QR 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%
Source: comScore MobiLens, June 2011

Among mobile users who scanned a QR code on their mobile devices in June, 58.0% did so from their home, while 39.4% did so from a retail store and 24.5% did so from a grocery store.

Location When Scanning QR Code (Total Mobile Audience U.S. Age 13+)
  QR Code Audience (000) % of QR Code Audience (Mult. Sources)
Total Audience: Scanned QR 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%
Source: comScore MobiLens, June 2011

For additional information from comScore, please visit here, or for additional insights into QR Code usage in Europe, please visit the comScore Data Mine here.

Latinos Over-Index on Smartphones & Watch More Mobile Video

Nielsen recently released The Cross-Platform Report and there’s an interesting nugget of information tucked into the very end of the report that indicates that Latinos have the highest penetration of Smartphones than any other ethnicity.

Latinos Have More Smartphones

Interestingly, Latinos also spend more time watching mobile video.

Latinos Spend More Time Watching Video on Mobile Devices

In light of the increased Smartphone penetration amongst Latinos, it’s not really all that surprising that they’re watching more video on their wireless devices.  The question now will be how do video producers take advantage of the trend.

Grab the full report here: Nielsen Cross Platform Report Q1, 2011