A new comScore report of a study on mobile QR and bar code scanning, revealed that in June 2011, 14 million mobile users in the U.S., representing 6.2% of the total mobile audience, scanned a QR or bar code on their mobile device.
The study reflects that a mobile user that scanned a QR or bar code during the month was more likely to be male (60.5% of code scanning audience.
More than half of all QR code scanners were between the ages of 18-34 (53.4%). Those between the age of 25-34, who accounted for 36.8% 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% more likely than average (index of 136) to scan. More than 1 of every 3 QR code scanners (36.1%) had a household income of at least $100,000, representing both the largest and most over-represented income segment among the scanning audience.
comScore also notes that 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 or bar code on their mobile devices, 58.0%did so from their home, while 39.4% did so from a retail store and 24.5% did from a grocery store. Nearly 20% scanned a QR code while at work, while 12.6% did outside or on public transit and 7.6% while in a restaurant,” comScore added.