Lots of Americans Scanning QR and Bar Codes With Their Phones

comScore released some interesting data about QR code and bar code use among Americans. According to the firm, 14 million Americans scanned them on their mobile phones in June.

That’s 6.2 percent of the total mobile audience, according to comScore.

The study also found users scanning QR or bar codes during the month were 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). 

Additionally, comScore 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.

“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” said Mark Donovan, comScore senior vice president of mobile. “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”

According to the firm, men were 25% more likely to scan QR codes.