Are People Using QR Codes Yet; If So, How?
In a report recently published by ScanLife, an estimated 30-40% of all smartphone users have downloaded a barcode scanning application and that 97% of respondents believe mobile barcodes are useful to them.
According to a survey recently published by MGH, an integrated marketing firm based in Baltimore, MD, a “staggering” 72% of smartphone users surveyed said that they are likely to remember ads that include QR codes.
So how, exactly, are these QR codes being used to gain customers or retain those companies already have?
The top users (87%) said that it would be to obtain discount coupons, while over 60% said it would be to enter a sweepstakes, make a purchase, and access additional information. Slightly over 50% said that it would be to receive more information.
PUSH VS PULL
In other words, people prefer to “pull” information in (access it) rather than have it “pushed” at them, and using QR codes seems to be an excellent way to achieve that end.
Because QR code technology is still relatively new in this application, little information is available about how companies are using it, and even less is available about their success with it.
But because what has been noted is that coupons and sweepstakes seem to be the biggest categories of positive responses, it clearly indicates that people are using the technology to save money while making purchases, if not get something for nothing (no surprise there).
Recipes and nutritional information are other categories where respondents indicated a positive interest. Supermarkets are embracing the technology with POP (Point of Purchase) signage that helps shoppers make purchase decisions.
What we can see in these early surveys is that consumers are ready to embrace the technology if, and only if, the results of using it work to their benefit. Prospective or existing customers want to be engaged, but on their terms. They want to cherry pick what suits them, and not have stuff thrown at them in the companies’ hopes that something will stick.
Mobile technology, whether it’s QR codes or NFC to make payments, is fast becoming a way to gain and maintain customers. Predictably, early adopters of technology are the ones using QR codes right now, but like all things technical, it will quickly find its way to the general public. In anticipation of this, businesses should be prepared by being sensitive to how people want to use it.
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