QR Codes aren’t giving consumers what they want

According to a new report by eMarketer, “QR Codes: Marketers Keep Hitting ‘Go,’ but Consumer Adoption Still Slow.” Adult smartphone usage is expected to grow from 43.9% in 2011 to 58.3% in 2014. “Because smartphone use is projected to grow so rapidly, that means the total number of mobile barcode users will show considerable growth, reaching nearly 38.6 million adults by 2014,” said eMarketer. This impressive growth is giving marketers a very large new audience to present 2D barcodes to, but a “one and done” scan does not make a mass audience.

The reason QR Codes aren’t being adopted by a United States audience is because what American consumers want in a QRCode and what marketing campaigns are giving them are two different things. Consumers want deals and discounts, while marketing departments are trying to deliver brand information or build lists. A September survey by the Association of Strategic Marketing of US marketers who used QR Codes found that two-thirds of the codes used delivered product information, while less than one-quarter delivered discounts.

Because of this disconnect, consumers aren’t embracing 2D Scans. “Until marketers move beyond the practice of pushing content to consumers via mobile barcodes, and instead give consumers what they want … many consumers will continue to consider their first mobile barcode experience their last,” said eMarketer.

We have a great new tool and a growing audience, but if we don’t offer the user the experience they are looking for, our efforts just won’t be successful.

To learn more about how you can integrate QRCodes into your next mailing, contact a Printing Partners salesperson or visit us online.


Source: eMarketer, QR Codes Aren’t Giving Consumers What They Want, July 17 2012.

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