Marketing News & Expert Advice
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14 million mobile users in the U.S. scanned QR codes during the month of June, representing 6.2 percent of the nation's total mobile audience, according to data from comScore.
A survey conducted by the online measurement firm found the average QR code user was more likely to be male, aged between 18 and 34, and to have a household income of over $100k. The research also suggested that most codes are scanned from newspapers, magazines, and product packaging, and that the scan was likely to take place in the home or in a store.
| Demographic Profile of QR Code Scanning Audience, June 2011 | ||||||
|---|---|---|---|---|---|---|
| Property | QR Code Audience (000) | QR Code Audience (%) | ||||
| Total Audience | 14,452 | 100 | ||||
| Male | 8,743 | 60.5 | ||||
| Female | 5,709 | 39.5 | ||||
| Age: 13-17 | 1,076 | 7.4 | ||||
| Age: 18-24 | 2,402 | 16.6 | ||||
| Age: 25-34 | 5,317 | 36.8 | ||||
| Age: 35-44 | 2,827 | 19.6 | ||||
| Age: 45-54 | 1,798 | 12.4 | ||||
| Age: 55-64 | 594 | 4.1 | ||||
| Age: 65+ | 437 | 3 | ||||
| Income: <$25k | 1,193 | 8.3 | ||||
| Income: $25k to <$50k | 2,597 | 18 | ||||
| Income: $50k to <$75k | 2,756 | 19.1 | ||||
| Income: $75k to <$100k | 2,689 | 18.6 | ||||
| Income $100k+ | 5,217 | 36.1 | ||||
| Source: comScore MobiLens | ||||||
| Source of Scanned QR Code, June 2011 | ||||||
|---|---|---|---|---|---|---|
| QR Code Audience (000) | QR Code Audience (%) | |||||
| Total Audience | 14,452 | 100 | ||||
| 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 | ||||||
| Location When Scanning QR Code, June 2011 | ||||||
|---|---|---|---|---|---|---|
| QR Code Audience (000) | QR Code Audience (%) | |||||
| Total Audience | 14,452 | 100 | ||||
| At home | 8,382 | 58 | ||||
| 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 | ||||||
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ABOUT THE AUTHOR
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
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