Comunicados de prensa

agosto 12, 2011

14 Million Americans Scanned QR Codes on their Mobile Phones in June 2011

Newspapers/Magazines and Product Packaging Most Likely Source of QR Code

QR Code Users Most Likely to Scan Code while at Home or Store

RESTON, VA, August 12, 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results of a study on mobile QR code scanning based on data from its comScore MobiLens service. A QR (“Quick Response”) code is a specific matrix bar code (or two-dimensional code) that is readable by smartphones. The study found that in June 2011, 14 million mobile users in the U.S., representing 6.2 percent 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 percent of code scanning audience), skew toward ages 18-34 (53.4 percent) and have a household income of $100k or above (36.1 percent). The study also analyzed the source and location of QR code scanning, finding that users are most likely to scan codes found in newspapers/magazines and on product packaging and do so while at home or in a store.

“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” said Mark Donovan, comScore senior vice president of mobile. “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”

Demographic Profile of a QR Code User

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. Men were 25 percent more likely (index of 125) than the average mobile user to scan QR codes, representing 60.5 percent of the scanning audience.

More than half of all QR code scanners were between the ages of 18-34 (53.4 percent). Those between the age of 25-34, who accounted for 36.8 percent of QR code scanners, were twice as likely as the average mobile user to engage in this behavior, while 18-24 year olds were 36 percent more likely than average (index of 136) to scan. More than 1 of every 3 QR code scanners (36.1 percent) 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
June 2011
Total Mobile Audience U.S. Age 13+
Source: comScore MobiLens
QR Code Audience (000) % of QR Code Audience Index**
Total Audience: 13+ yrs old 14,452 100.0% 100
Gender:      
Male 8,743 60.5% 125
Female 5,709 39.5% 76
Age:      
Age: 13-17 1,076 7.4% 108
Age: 18-24 2,402 16.6% 136
Age: 25-34 5,317 36.8% 211
Age: 35-44 2,827 19.6% 117
Age: 45-54 1,798 12.4% 68
Age: 55-64 594 4.1% 28
Age: 65+ 437 3.0% 22
Income:      
Income: <$25k 1,193 8.3% 54
Income: $25k to <$50k 2,597 18.0% 79
Income: $50k to <$75k 2,756 19.1% 96
Income: $75k to <$100k 2,689 18.6% 125
Income: $100k+ 5,217 36.1% 134

*The set of questions asked specifically whether respondents had used their mobile phone to scan a 2D/QR code and an image of such a code was provide so there would not be confusion with 1D/UPC codes.
**Index = % of QR Code Scanners/% of total mobile users X 100, Index of 100 indicates average representation

Source and Location of QR Code Scanned

Analysis of the source and location of QR code scanning revealed further insights into how consumers are interacting with this marketing tool. 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 percent of the audience, while 27.4 percent scanned a code from a website on a PC and 23.5 percent scanned codes from a poster/flyer/kiosk.

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

*The set of questions asked specifically whether respondents had used their mobile phone to scan a 2D/QR code and an image of such a code was provide so there would not be confusion with 1D/UPC codes.
**Percentages will not sum to 100% as respondents may select more than one source of QR code scanned

Among mobile users who scanned a QR code on their mobile devices in June, 58.0 percent did so from their home, while 39.4 percent did so from a retail store and 24.5 percent did so from a grocery store. Nearly 20 percent scanned a QR code while at work, while 12.6 percent did so outside or on public transit and 7.6 percent did so while in a restaurant.

For additional insights into QR Code usage in Europe, please visit the comScore Data Mine.

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

*The set of questions asked specifically whether respondents had used their mobile phone to scan a 2D/QR code and an image of such a code was provide so there would not be confusion with 1D/UPC codes.
**Percentages will not sum to 100% as respondents may select more than one location when QR code scanned

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information please visit www.comscore.com/companyinfo

Contact:
Sarah Radwanick
Lead Corporate Marketing Manager
comScore, Inc.
+44 (0) 20 7099 1784
worldpress@comscore.com