Use of QR Codes Remains Relatively Low
Mobile
May 6, 2013 -- While Americans use various online research channels as they consider purchases, they do not view QR Codes as a valued tool of the equation, finds a study of online purchasing research habits from Radius Global Market Research (GMR).
- When asked about current experiences with QR Code technology, only 12% of consumers indicated scanning QR codes for product info -- this includes big-ticket items, as well as smaller items.
- The number of consumers who planned to use QR Codes in the future was also 12%.
"While there continues to be a dramatic increase in the number of consumers who own smartphones that support QR Code technology, use of the technology is not keeping pace," states GMR director Jamie Myers. "It's clear from Radius GMR's study that marketers will have to close the current gap between capability and perceived utility if they want consumers to engage with their brands via QR Codes."
About: Radius's study surveyed U.S. households. The firm's proprietary Know More(TM) internet panel represents over 3.4 million households, with over 6 million consumers in the U.S. and over 1.5 million consumers in Canada, the U.K. and Europe, Australia and Scandinavia.
Source: Wall Street Journal, Consumer Study Shows Influence of Online Research Over Purchase Decisions Expanding Beyond Big-Ticket Items, May 6, 2013.
