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05 February 2013

Use of QR barcodes varies across territory and medium

According to a recent study of QR code usage among consumers in the US, UK, Germany and France undertaken by Pitney Bowes, US e-consumers are more likely to scan QR codes across every medium in which the codes appear. In an e-commerce space increasingly dominated by mobile devices, QR codes are a key bridge between traditional print- and TV-based marketing and marketing approaches taking place mainly in the digital domain, reports Emarketer.com

Nearly two out of five Americans between 18 to 24 years old and 36% of Americans between 25 to 34 years old reported having scanned QR codes printed in magazines. In Germany, where usage was next highest, 27% of 18- to 24-year-olds and 23% of 25- to 34-year-olds had scanned barcodes in magazines.

Young adults were most likely to scan barcodes in magazines, with an average of 27 per cent having done so in all countries surveyed. 21 per cent of consumers had scanned barcodes located on other printed materials, such as mail, posters or packaging while QR codes delivered through digital media were less likely to be scanned, with 13 reporting having scanned barcodes on websites, 9 per cent in an email and 7% on TV.


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