It’s amazing what goes on when you’re not paying attention.
- A 3-part series on QR Codes consistently grabs traffic
- How Do QR Codes Work and What Do You Need ranks the highest
My ignorance of those bar-code thingies inspired the series. Apparently, I was not alone.
I haven’t given the codes much thought since then.
- I occasionally notice them
- I never scan them
- But, the stats intrigued me – how popular are QR Codes?
I Googled my way to answers – or at least the latest battle of beliefs.
Popularity Contest
If usage indicates popularity, QR (Quick Response) codes are a mixed bag.
Of course, that also depends if you buy into the statistics.
- QR code scans increased 300 percent from 2010 to 2011 – ScanLife
- 14 million Americans scanned QR codes on their mobile phones in June 2011
- That’s 6.2 percent of mobile phone users comScore, Inc.
- U.S. consumer adoption grew from 1 to 5 percent in 2011 – Forrester Research
- 24 percent of U.S. adults are using the codes – Temkin Group
What about on the other side of the pond?
- In the UK, bloggers complain about the overuse of QR codes by businesses
- The London Underground is plastered with the squares of code
- Codes are found on gravestones and billboards
- One survey reports 19 percent of UK respondents have scanned a QR code – Econsultancy
Bad Marketing?
Some attribute the negative fallout to bad marketing.
Assumes Knowledge
Many businesses assume their consumers know how to scan the codes.
- Posted codes have little or no instructions
- Some consumers are unaware they need a QR software application (app)
Based on my unscientific traffic figures, and other surveys, there does appear to be a knowledge gap.
Empty Promises
Proponents of the codes criticize how some marketers use them.
- They direct the consumer to information that has little value
- The information takes too long to load or is not mobile-friendly
- The posted code does not tell the consumer what they receive by scanning it
Placement
If the London gravestones are not enough to get you scratching your head, consider the following placements of QR Codes.
- Backs of buses/trucks – What’s next? A no scanning while driving law?
- Highway signs – Definitely a no scanning while driving law
- GIANT codes on buildings – Where’s Spiderman when you need him?
- QR code on a menu that takes you to a download of the menu – Say what?
Security Scares
Leave it to the spammers/scammers of the world to figure out a way to mess with the technology.
- Some download malware
- Others connect to text messaging scams
Final Code
If you are one of those who would like to learn the basics about QR codes, check out the 3-part series.
- What Are QR Codes and Why Should We Care?
- How Do QR Codes Work and What Do You Need
- QR Codes: The Good, the Bad & the Ugly
Then decide for yourself if it is a fading fad or budding brilliance.
Whats your choice?
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Excellent round-up of data and accompanying analysis Cathy.
I see the potential usefulness of QR codes, but businesses need to get smarter about how they use them, and the security concerns need to be addressed.
Thanks, John. I agree with you. I recently saw one for a real estate firm where you could download the listings to your mobile phone. I thought that was a good idea so you could easily take it with you.
Thanks for stopping by, John.
Good stuff, Cathy. I see the codes everywhere and for a short while felt left out ’cause I don’t have a smart phone that will scan them. That phase didn’t last long for me. I have sort of assumed most of them were like coupons and would give me cents off of something I probably didn’t want anyway.
Security issues means I’m not even remotely interested now… glad for the heads up.
Thanks, Anne. I played with them as research for the posts, but haven’t found a need to extend it beyond that. I think they can work when, as John suggests, they work out the security risks and get smarter in their marketing.
Thanks for stopping by, Anne.
Good roundup, Cathy. I think they’re useful under some circumstances, but sometimes they don’t add anything but an interim step in getting to a website – and what’s the point of that?
I wonder if they could have an application for freelance writers? It could take your customers to a newsletter sign-up or a significant discount for new customers. It’s just a thought I had, and believing that they’re here to stay. I know there are many people who don’t have a smart phone, but I bet that will dwindle quickly in the next five years.
I think this entire concept of QR codes are solutions in search of problems. Of course, if you need someone to jump to the website http://mydomain.com/this_is_an_offer/that_expires_today, then the QR code may be more useful. But, if it’s just to go to mydomain.com, that wins hands down.
Hi Sharon: Yeah, I think some people get caught up in the gimmickry and don’t think about whether or not it actually adds value.
Thanks for sharing your point of view, Sharon.
Wade – you can create the QR codes yourself, and have it point to a landing page or whatever. As I said, the key is whether or not it adds value to the mobile phone user or could they simply get the same at your site.
I am by no means an expert. Thanks for stopping by, Wade, and sharing your thoughts.
Funny, Roy, in my research. I found that exact same assessment. Maybe that was you. 😀
I think there could be a place for them, but so far I haven’t seen anything compelling to include them in my marketing. Thanks for your thoughts on the subject, Roy.
Thanks for the post. I am about to run an ad for my product and now I am wondering if I should even include a QR code on the ad or not. Good food for thought.
Hi Jonathan: I would say the answer is the popular it depends. Depends on the message, targeted audience, etc. The reports show (not surprisingly) that younger demographics tend to use QR codes more than others.
Check out the posts and linked studies and see if it makes sense for you. Would love to hear what you decide.
Thanks for stopping by and best of luck with your ad!
One smart way QR codes can be used it to use it to build a customer loyalty program. For instance, a restaurant can have a spot on their menu that says something like this:
“Scan this QR code or send a text to xxxx with the word ‘START’ in the body to get free dessert with your meal. Just show the confirmation screen to your server to claim your dessert.”
Of course, they would then be able to send texts whenever they wanted to drum up some extra business.
Oh, I like that idea, Daniel. See, a little marketing savvy and you can make them work to your advantage. I think they will hang around and evolve. We all just have to get smarter about them.
Thanks for sharing your idea, and for stopping by, Daniel. I appreciate it.
Good piece Cathy.
In response to Wade’s comment about their usefulness for freelance writers, for those with ebooks they can be very useful at events. Have a sign with the QR code and they can buy your ebook on the spot. I’ve also seen writers hand out bookmarks or business cards at shows with the QR code for buying a book on.
Hi Fiona: great ideas. Thanks for stopping by & sharing them. 🙂
Firstly, I appreciate a good read, especially from someone who has done their homework. However, because we can find flaws in how people have implemented QR codes, does not reflect bad of the technology, just the ignorance of implementation. Would it be just as fair to apply the same logic to bash smartphones and summarize that they are a fad too because of so many stupid apps, poorly coded apps, hackers and maleware apps, etc.
My company focuses on leveraging QR codes to assist in sales, especially ‘warm sales generation’. We have been involved with QR codes since Mar 2011 and spent months researching the technology, developing tools for our customers to implement “content behind the QR Code”. Everyone from our customers, to their customers; love how we implement the technology and where.
We focused on Automotive (Cars, RV, Boat) for the past 2 years, and now we are expanding to provide information while furniture shopping, pre-auction information on products, etc. Our customers appreciate the fact that our approach allows them to re-use the codes instead of having to print new ones… keeping costs down and being more ECO friendly.
QR Codes were invented for inventory control, and it is perfect for inventory control, or in our case inventory details (after hour sales details, or pre-auction sales details). Too many companies promoted the codes as these magical checkerboards that increase sales through web site hits, or even better… some of the examples you shared.
Personally, I would love to see QR Codes on everything, when implemented correctly, we as a society could have information a scan away. Unfortunately, too many people flipped a quick coin and everyone is focusing on that, not the growth of 14 million scans 2 years ago, and probably well over 40 million scans last year. The technology acceptance is growing, no longer is it the 20 somethings… but now 30 somethings and even many 40 somethings know how to use the code. And when it comes to saving money, these same people are using their phones to scan the codes for coupon savings just as fast as the old 2by5 barcodes.
Who knows, maybe marketing and sales firms will finally get sued for misrepresentation of what QR codes do?
Thanks again Cathy,
Ozz
Hi Ozz: Generally, I don’t approve comments that promote the readers’ product, but I appreciate your different point of view and the fact that your comments are not self-promotional. So, thank you.
I agree that it’s not so much the technology of QR codes that is the problem, but the way people are using them. Scanning has been highly successful in inventory control, as you point out.
I think QR codes will be prominent in our future, and I also agree with your assessment that too many flipped a quick coin. (love that phrase) 🙂 We just have to get smarter about how we use them.
Thanks again, Ozz, for a well-presented argument supporting QR codes. I do appreciate it.