comScore: Mobile QR Code Use on the Rise

Contributed by: Stephanie Hobbs

Earlier this month, comScore released an study about the growing use of mobile QR and bar code scanning by consumers.

The June 2011 study found that 14 million mobile users in the U.S., or 6.2% of the total mobile audience, have scanned a QR or bar code on their mobile device. The study also showed that those using the technology are more like to be male (60.5% of total), between the ages of 18-34 (53.4%), and have a household income of $100,000 or above (36.1%).

If you aren’t familiar with QR code technology, it has to do with a matrix barcode, readable through QR scanners and mobile phones, encoded with data. The barcode can include text, URL, or other data that provides the device for consumers – to find a specific website for information, to provide a discount coupon or to download a file via their mobile phone.

Our industry has already been looking at applications for QR technology. Back in August of last year, we wrote about SuperMedia’s introduction of QR technology nationally on the covers and inside its Yellow Pages directories, as well as in its direct mail service. SuperMedia’s use of QR codes links the company’s traditional print offerings with its new mobile apps and tools, providing consumers with seamless linkage between its online and offline offerings.

We’ll continue to keep an eye out for additional applications of QR technology, which exemplifies one way our industry can continue to integrate its various platforms in a way that is increasingly popular with consumers.

And on a side note, many of us here at Local Search Association have introduced QR codes to our business cards – an easy way for those we meet to add our contact information to their databases.

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