[STUDY] QR Code Mobile Technology: Gauging Consumer Awareness and Usage - Steve Parker, Jr- Levelwing

In recent years smartphone use among Americans has skyrocketed As consumers become increasingly more reliant on digital outlets for shopping information gathering and social interaction advertiser engagement through print media has become a challenge to say the least That39s where integrated marketing specifically QR codes come in By placing a QR code on print material consumers can use their smartphones to scan the code which can then lead to a website contact information predetermined text and more But QR codes have left a lot of marketers questioning amp8211 do people know what they are Do consumers actually use them And which audiences are they most effective onIn July Levelwing a datadriven digital agency performed an online survey to gauge consumer awareness and usage of QR codes Coincidentally two separate studies were released around the same time amp8211 one reported by Advertising Age and one by comScore amp8211 that actually found emerging trends similar to those found in the Levelwing survey Both studies found the demographic for barcode scanners was more likely to be a male between the ages of 18 and 34 The study reported by Advertising Age only looked at magazines and found scanning percentages ranged between 417 of all readers The comScore study on the other hand looked at codes scanned across all mediums and found 62 of the total mobile audience scanned a code in JuneUsing a short questionnaire Levelwing surveyed 928 respondents on their awareness and use of QR codes as an emerging mobile technology The respondent demographic profile was mostly male educated beyond high school 71 had earned a college degree of some kind and earned less than 100000 annuallyThe survey found that while respondents were familiar with and using mobile technology many of them had yet to scan a QR code This could imply QR codes have not yet attained optimal tipping point level of exposure despite the fact that respondents noted seeing QR codes from an average of three sources mostly magazines on the Internet and on instore displaysNot surprisingly 76 of respondents who had scanned a QR code did so using an iPhone or an Android smartphone The most common reasons for scanning the code were to obtain more information visit a website get a coupon or acquire contact information Interestingly of the respondents who have scanned a QR code the 22 who have made a purchase after scanning did so similarly via online and instore channelsLevelwing was also interested in finding out about the likeliness of future scanning When asked how likely they were to scan a QR code in the future respondents who had never scanned a code before had mixed reactions with responses closely split between likely neutral and unlikelyBecause QR codes are still gaining traction among US consumers continued research must be performed to gauge ongoing awareness and usage As with any new technology educating consumers about how and why to use them should remain a top priority for digital marketers incorporating QR codes into their integrated marketing campaigns Click here to obtain a full copy of the Levelwing research report QR Code Mobile Technology Consumer Awareness ampamp UsageImage Source LevelwingSteve Parker Jr is a CoFounder and Managing Partner of Levelwing a digital advertising agency that provides datadriven marketing solutions Steve can be reached at sparkerlevelwingcomRead all Steve39s MediaBizBloggers commentaries at AskingSmarterQuestionscomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership

[STUDY] QR Code Mobile Technology: Gauging Consumer Awareness and Usage - Steve Parker, Jr- Levelwing

Author

Publish date

Channel

Archived in

Steve Parker Jr.

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

[STUDY] QR Code Mobile Technology: Gauging Consumer Awareness and Usage - Steve Parker, Jr- Levelwing

Enjoying This Commentary? There's More to Love

Steve Parker Jr.

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership