Consumers “apathetic” about QR codes
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Just one third (36%) of consumers know what QR codes are for and how to scan them, despite the growing number of brands using the tool in their advertising campaigns.
Only 11% of consumers have used a QR code in the past, according to the online study carried out by Simpson Carpenter.
Of those that have used QR codes, just under half (47%) said they found them useful and would like to see them more widely available, although one in five respondents said they did not offer any advantages and would not be likely to use them again.
The biggest barrier to QR codes’ wider adoption is technology, with 52% of respondents saying they did not own a device to be able to scan a code. However, almost a quarter (23%) of respondents said that apathy was their main reason for non-use.
Kevin Connolly, director of major studies at Simpson Carpenter, says “technology and familiarity” are the main reasons people are not yet adopting QR codes.
He adds: “Marketers would do well to focus on educating and informing consumers about their purpose rather than simply adding QR codes to their products and their advertising campaigns.”
A number of brands have used QR codes in recent campaigns, including Betfair which has signed a deal to place the codes on the Great British beach volleyball team’s bikini bottoms.
Readers' comments (8)
Queaar (http://queaar.com) | Sat, 3 Sep 2011 5:21 am
It is about educating people that they can scan qr codes even with a 3-4 year old model smart phone with camera (i-nigma does provide reader app for free download and almost for all phone models). QR codes are going to stay here for long and we have to educate people about this new dimension of information delivery to their phones. we have been working on ideas to popularize as well as make qr codes profitable. here is a presentation - http://blog.queaar.com/post/9210055342/how-qr-codes-can-solve-parking-troubles
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LionfishMedia | Wed, 7 Sep 2011 4:26 pm
Its an interesting article. We've started using them on client adverts for an mobile app and have seen almost 500% more click thrus using the QR than on any previous advertising media - dedicated URLS / phone numbers. All this in media and for a product that historically has been popular with an older and by implication less tech-savvy demographic.
It perhaps offers a new mechanism to entice a new, younger audience to your product if you suffer from an aging user base or are entering into the mobile tech market. With free QR generators online and googel analytics tracking it costs very little to trial and we are now going as far as putting it on product packaging for a new 'app-cessory' to facilitate access to the App quicker by linking the QR directly to the App on the App Store when viewed on the iPhone.
Definitely has value for relevent products and services.
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Toby Brown | Thu, 8 Sep 2011 9:53 am
I think many advertisers are forgetting their trade with QR codes. Just sticking them on their adverts 'For more information' isn't suddenly going to drive instant engagement and response - this is happening all too often at the moment. Consumers need to offered something worthwhile if they are going to bother going through the scanning process. Brands should be offering vouchers, special deals, previews and information that consumers can't get elsewhere. Give them a reason to bother!
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Alvin Hussey - HelloU.com | Thu, 8 Sep 2011 7:04 pm
Couldn't agree more with LionfishMedia. The concept of QR codes of driving offline media to an online destination for a quick and easy action is a fantastic one. However a brand should not just put QR codes on their packaging, print ads - there needs to some reason or purpose why someone will scan a code - whether to enter a competition, get a voucher, find out their local store etc. Especially with regards to the younger demographic.
We are just now starting to use them to drive students to our new site and already we have a much higher response than expected!
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Anonymous | Fri, 9 Sep 2011 4:56 pm
You can use them for special siutations where you want to track ROI. So perhaps a tradeshow even, asking people to scan something and route them a certain way for a certain goal.
But if it's just to find out about, for example, a Ford - I'll just type Ford into Google. Easier and no special apps required.
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James Gurd | Mon, 12 Sep 2011 6:15 pm
Surely this is the same debate as every other content marketing channel? It comes down to relevance and value. Just adding a QR code to something doesn't mean people will use it. You have to ensure the use of a QR code satisfies a need, whether that need is implicit or explicit.
There are plenty of examples of QR codes being used effectively in B2C and B2B - the comment from LionFishMedia demonstrated this. So instead of worrying whether or not consumers get QR codes, use them alongside other calls to action and ways to access content, then measure results. We'd never progress if we didn't try new solutions, test how to use them and tweak to suit demand.
I also think communication is key. Very much like the early issues with 3D Secure, lack of awareness hindered uptake. Companies using QR codes can take simple steps to help inform customers - tell them about them via newsletters, brochures, company updates, the website etc.
Thanks
james
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steve procter | Tue, 13 Sep 2011 4:34 pm
front page of London paper yesterday (I forget which, they all look the same) had a very expensive looking ad with a QR code. I spent 20 mins googling on my iphone to find an app to download to let me scan it. And I am a techie so had an idea what to look for. Imagine a "normal person" trying to figure it out.
It struck me that the agency that offered QR as the only call to action should be burned at the stake. Utterly depressing to think they took a fee to produce this when such a low % of mobile users have smartphones and a QR app.
Of course being in the SMS trade, I would say SMS keywords are the way to go (or combine them both) but guess this will open up a whole new conversation ;-)
steve procter | www.itagg.com
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Paolo | Wed, 21 Sep 2011 5:58 pm
Hello,
among the possible usage of QR codes, I'd invite you to try a new exeprimental service, called Identity (t.m.), that lets you have a sort of "Virtual Business Card" to share with others, entering a (future, I hope...) Community where to save favourites scanned contacts and products, sharing ratings on products.
I'd be glad if you could try it, having a surely qualified fedback...
You can find more info about the service here:
http://www.hereqr.it
Thanks!
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