QR codes continue to be the hot potato within the marketing industry and this was especially apparent during Econsultany’s recent Digital Cream Sydney event, not least on the mobile table.
Arguably QR codes seem to invoke a general divide amongst marketers – you either love or hate them – and they’re something that Econsultancy has written about more than numerous times, ranging across great examples in practice, through to the shockingly bad.
But what’s the consumer appetite for QR codes?
In association with Toluna, Econsultancy surveyed more than a thousand Australian consumers to explore this question and, despite a general enthusiasm amongst marketers for the mobile channel, it turns out that the majority of consumers seemingly don’t even know what a QR code is...
In total, Econsultancy polled 1,050 consumers using the Toluna research panel during the beginning of November. In summary, the topline findings reveal that:
- 62% of consumers don’t know what a QR codes are, or how to use them
- Just over half (51%) of the 18-34 age demographic can recognise QR codes
- Proportionately, 44% of males know what a QR codes are and how to use them, compared to 35% of females
- Across all consumers who knew what QR codes are, nearly half (51%) had used one in the last three months
The full findings to the research are below:
Do you know what QR codes are and how to use them?
Do you know what QR codes are and how to use them? (Gender)
Do you know what QR codes are and how to use them? (Age)
The proportion of consumers (38%) who did recognise QR codes were also asked whether they had personally used the mobile channel during the last three months. Interestingly, the proprtion was almost equally split in general, although within this, there was more weighting towards the younger demographic.
Have you personally used a QR code in the last three months?
Have you personally used a QR code in the last three months? (Gender)
Have you personally used a QR code in the last three months? (Age)
[Image credit: Dan Zen]
Reader comments (10)
12:45AM on 15th November 2012
I have heard about QR codes but I really have no idea what I can get from them. It seems like majority of Australia agrees with my dilemma.
6:18AM on 15th November 2012
Is this poll of 1,050 consumers or '1,050 consumers with smartphones'?
7:47AM on 15th November 2012
I recently attended an SEO conference and decided that instead of handing out business cards I'd take 1 card with a QR code on it.. Never again. Consumers and techies alike are still struggling with QR codes.
11:45AM on 15th November 2012
Thanks for the insights, but I don't think the situation is much different in UK or in the resto of Europe.
When it comes to new technologies, unless properly advertised these pass unnoticed for quite a while.
12:59PM on 15th November 2012
It's official: Australia is still a paradise.
Content Marketer at Koozai Ltd
9:32AM on 16th November 2012
As Jeremy points out above, a lot of people have heard about QR codes, although they aren’t really sure how to use them or what they can offer. It does seem to be a trend that only those who are technically minded have picked up on and are really getting full use out of. Besides that, those who are curious and interested to find out how they operate are likely to start getting to grips with QR codes.
There would be no reason for older generations, or those without smartphones to start using them as they would be restricted by not having the correct technology in place. It will be interesting to see if the QR code will become a permanent feature within marketing over the next couple of years, or whether it will die out and be replaced by another form of marketing.
7:51AM on 19th November 2012
typo above - it's obviously the staff *who* hardly knew...
6:16AM on 22nd November 2012
It is not surprising that 62% of Australian consumers don’t know what QR codes are. According to the The Sydney Morning Herald 80% don't even know how long it takes to boil an egg http://bit.ly/QbTWle
9:30AM on 27th November 2012
Well, I think this situation has two sides: you may be interested in technologies but you don't know how they can be applied in everyday life by some reasons. The other - you don't know anything about the technology and never worry on this. This can be an immense advantage because some people say that they are happy without some techologies, so their lives are full of other impressions. In this case Australia is something like a paradise
10:19AM on 29th November 2012
It has been reported that 62 of the Australian consumers do not know what qr code is
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