{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

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]

Jake Hird

Published 14 November, 2012 by Jake Hird

Jake Hird is Econsultancy Australia's Director of Research and Education. Follow him on Twitter and Google+, connect with him on LinkedIn or see what he's keeping an eye on via diigo

126 more posts from this author

Comments (11)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Jeremy Norton

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.

almost 4 years ago

Avatar-blank-50x50

Roger Smolski

Is this poll of 1,050 consumers or '1,050 consumers with smartphones'?

almost 4 years ago

Avatar-blank-50x50

Sebastian Cowie

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.

almost 4 years ago

Avatar-blank-50x50

Andrea Moro

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.

almost 4 years ago

Avatar-blank-50x50

Joe Tanako

It's official: Australia is still a paradise.

almost 4 years ago

John Waghorn

John Waghorn, Content Marketer at Koozai Ltd

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.

almost 4 years ago

Avatar-blank-50x50

Y.Goulnik

typo above - it's obviously the staff *who* hardly knew...

almost 4 years ago

Avatar-blank-50x50

Wendy Fuller

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

almost 4 years ago

Avatar-blank-50x50

Anton

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

almost 4 years ago

Avatar-blank-50x50

Team Building Adelaide

It has been reported that 62 of the Australian consumers do not know what qr code is

over 3 years ago

Avatar-blank-50x50

alok gupta, trainer at techrichey

I cant believe this. Australian are that slow to adopt a new technique.

over 3 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.