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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 | ||||||
Convergence Analytics: Digital Measurement in Transition
This joint report by ClickZ and Efectyv Marketing seeks to identify how the evolution of digital analytics affects and challenges practitioners, vendors, and investors. Download it today!
ABOUT THE AUTHOR
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
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