New Report from comScore Highlights Interesting Demographics

For those considering using a QR code in their marketing, check this out – the results from this study might help inform your demographic targeting. Thanks to comScore for the info.

comScore, Inc. today released results of a study on mobile QR and bar code scanning based on data from its comScore MobiLens service. The study found that in June 2011, 14 million mobile users in the U.S., representing 6.2 percent of the total mobile audience, scanned a QR or bar code on their mobile device. The study found that a mobile user that scanned a QR or bar code during the month was more likely to be male (60.5 percent of code scanning audience), skew toward ages 18-34 (53.4 percent) and have a household income of $100k or above (36.1 percent). The study also analyzed the source and location of QR or bar code scanning, finding that users are most likely to scan codes found in newspapers/magazines and on product packaging and do so while at home or in a store.