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August 17, 2011

QR Code Usage in America:6% Mobile Users Active


Source of Scanned QR Code*
June 2011
Total Mobile Audience U.S. Age 13+
Source: comScore MobiLens
  QR Code Audience (000) % of QR Code Audience**
Total Audience: Scanned QR code with mobile phone 14,452 100.0%
Printed magazine or newspaper 7,138 49.4%
Product packaging 5,101 35.3%
Website on PC 3,957 27.4%
Poster or flyer or kiosk 3,393 23.5%
Business card or brochure 1,940 13.4%
Storefront 1,850 12.8%
TV 1,693 11.7%

*The set of questions asked specifically whether respondents had used their mobile phone to scan a 2D/QR code and an image of such a code was provide so there would not be confusion with 1D/UPC codes.

**Percentages will not sum to 100% as respondents may select more than one source of QR code scanned 

ComScore recently released a first look at QR code usage from its comScore MobiLens service. The report found that more than 14 million Americans scanned a QR code on their mobile phone in June 2011, representing 6.2 percent of the entire mobile population in the U.S. More than 1 of every 3 QR code scanners (36.1 percent) had a household income of at least $100,000, representing both the largest and most over-represented income segment among the scanning audience.

Demographic Profile of a QR Code User
A demographic analysis of those who scanned a QR code with their mobile phone in June revealed an audience that was more likely to be male, young to middle-age and upper income. Men were 25 percent more likely (index of 125) than the average mobile user to scan QR codes, representing 60.5 percent of the scanning audience.
More than half of all QR code scanners were between the ages of 18-34 (53.4 percent). Those between the age of 25-34, who accounted for 36.8 percent 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 percent more likely than average (index of 136) to scan. More than 1 of every 3 QR code scanners (36.1 percent) had a household income of at least $100,000, representing both the largest and most over-represented income segment among the scanning audience.