QR codes gain popularity among UK consumers

QR codes are now being used by a significant number of UK consumers as they appear in growing numbers in advertising, media content and on packaging, according to joint research by Joule and Kinetic Worldwide.

Almost 40% of consumers are now familiar with the interactive matrix barcodes – and across all age groups, 12% of consumers have successfully scanned a QR code with their mobile phone camera. This figure increases to 20% among 18-24 year olds and 15% for 25-34 year olds.

The study found that the majority of consumers are open-minded about using QR codes – 37% of consumers think they could be useful, while 35% are not yet sure. 49% said they would like a product voucher or brand information; 42% said a link to a website could be useful; and 26% would like exclusive content.

On average, men were more likely to have used a QR code (15%) than women (12%) and, of people who have used them, most have done so with codes on advertising and on products (both 41%).

Kinetic and Joule’s research suggests the need for better information and sign-posting of QR codes and better integration into advertising creative. Although QR codes are achieving relatively high usage rates amongst 18-24 year olds, overall 43% of consumers say they have never seen one and just 1% of those aged 55-64 had used one successfully.

Richard Metcalf, business development director at Joule, said: “While QR codes have been in general use in the UK for a relatively short time, their potential to play a significant interactive role in brand communications is becoming clear.

“It’s clear from our research with Joule that younger consumers have been quick to integrate QR code interaction into their repertoire of digital experiences, but more education and information is necessary if QR codes are to reach a wider audience.”