Content Marketing Blog

QR code users are young, affluent males

Quick Response (QR) codes have been around for a number of years and have formed a part of numerous marketing campaigns – with varying degrees of success.

In the second quarter of 2011, the top three countries using these 2D barcodes were the US, Germany and Italy, with Australia coming in 10th.

But recent studies by online consumer research group ComScore has shown that QR code users are on the rise down under – and that they are affluent males aged 18 to 34.

When it comes to adoption levels, Australians topped the charts in the second quarter of 2011 with a 13.8 per cent increase in the number of mobile phone users scanning 2D barcodes to access additional content.

Over 54 per cent of scanners were found to belong to the demographic of young men with smartphones, with more than a third of respondents indicating that their total household income was at least $100,000 per annum.

Most users found QR codes used in printed media or product packaging to be useful in providing them with quick access to more information, such as technical statistics, maps or dedicated landing pages.

The benefits of this ability to perform a "mobile search" is exactly what the demographic likes about the medium – it's simple to use and lowers the barrier to information access out in public.

Savvy businesses have been making use of QR codes to track consumer responses to the inclusion of such dynamic promotional efforts by applying analytics to the incoming links.

This allows them in turn to generate landing pages more in tune with the profiles of their target market – such as directing the mobile browser to a dedicated page and tracking performance against other campaigns.

It is easy to see how QR codes can be integrated with other online promotional efforts, such as Facebook campaigns, to encourage user interaction and develop stronger ties with their chosen demographic.