Is the love of QR codes shared by consumers?
Are QR codes as popular with consumers as they are with marketers? The 2D datamatrix bar codes seem to be everywhere – in newspapers, on posters, on packaging – but Forrester Research shows that just 5% of Americans who own a mobile used the codes in the three months to the end of July 2011.
The early adopters using the technology to scan and interact with brands tended to be young, affluent and male, according to the research. This number could have increased by now but is there still a lack of enthusiasm from consumers compared to marketers?
It is no surprise that advertisers are excited about the potential of QR codes – they can encourage e-commerce or generate a lead. The 2D codes are are highly versatile, and can be linked to content ranging from a static electronic business card or restaurant menu to a Facebook profile, an interactive feedback survey, movie download or rich media mobile internet site.
However, Ad Age says there are three reasons why consumers are not as engaged. Firstly, people are confused about how to scan them. Secondly, there is little uniformity among the apps required to read them and lastly, people have been disappointed when they have scanned and got a poor result (either little useful information or a re-direct to the company’s website).
Melissa Parrish, Forrester’s senior analyst-social and mobile marketing, says QR codes are “another instance of shiny-object syndrome… Something becomes trendy or sexy, and marketers feel they have to jump onboard to position themselves as innovative and make sure they don’t fall behind”.
Writing for Newsline in October, Rob Thurner also questioned whether QR codes are just PR hype or a game changer for mobile. “On the surface, QR codes are a no brainer. They’re free for brands to add to their marketing collateral and product packaging, thanks to widely available open source software, which anyone can download from the web. It’s quick and easy to create the codes. And they’re free to the user, excepting any data charges, which may be incurred to access or download the data following the initial QR code interaction.
“QR codes also deliver instant global audience reach, appealing to international brands like Betfair. As mobile operators play no role in the QR code interaction, all consumers can use them without needing to rely on country-specific SMS shortcodes required for text based campaigns.
“However, to achieve mass audience reach, and secure significant [marketing] budgets, five obstacles must be overcome – consumer awareness; audience targeting; handset compatibility; integrated planning and delivery; and stakeholder buy-in.”
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