Survey: Majority of consumers utilize QR Codes
QC Codes are still resonating with consumers – offering a key opportunity to brands and retailers.
Seventy-one percent of consumers say QR Codes are useful in their daily lives, with getting more information (75%), finding discounts (52%) and payments (35%) being the top uses, according to a new survey of consumers from QR Code platform Uniqode.
Consumers are generally trusting of QR Codes, with almost 60% being confident that codes are safe to scan. Over 25% of respondents trust codes more than they did last year. Over 80% of consumers are willing to share data, whether with consent (42%) or an opt-out option (41%).
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Almost all (98%) marketers report QR Codes having a positive impact on their marketing over the past 12 months. Marketers are deploying codes across social media (64%), digital ads (60%), printed materials (50%) and product packaging (42%), with a majority (60%) planning to increase usage further.
Nearly half (45%) of marketers rank analytics as the most important QR Code feature and the one that needs the most work. Marketing teams track metrics such as click-through rates (30%), customer engagement (30%) and conversion rates (22%). However, only 12% connect scans to revenue.
“QR Codes deliver real value when companies move beyond treating them as a simple campaign add-on and start managing them across their full lifecycle,” said Justine BaMaung, VP of marketing at Uniqode. “As consumers increasingly expect QR Codes to deliver useful information in the moment, the companies seeing the strongest ROI create dynamic and branded experiences, scale the management of codes across teams and track scans in ways that connect directly to business outcomes.”
Uniqode’s "State of QR Codes Report" is based on a survey of 524 U.S.-based marketers, 1,000 U.S. consumers and more than 188 million analyzed QR Code scans.
