|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.
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.
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.
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.
Interestingly, Latinos also spend more time watching mobile video.
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