Survey: 1-in-5 QR codes scanned initiate a purchase

BOSTON — As many as 20% of smartphone users made a purchase after scanning a QR code, according to a Consumer Pulse study released Wednesday by Chadwick Martin Bailey and iModerate Research Technologies.

“Consumers are curious about QR codes and the information they can get,” stated Jeff McKenna, senior consultant at Chadwick Martin Bailey. “But companies need to understand what consumers expect from a scan whether it’s more information, a coupon or exclusive offer. Companies who use QR codes successfully to drive engagement or sales will be those who meet customer expectations and offer compelling reasons to scan.”

The study also looked at ease of use, with 70% of those who scanned finding scanning to be a very easy process. However, only 41% reported the information they got to be useful.

Data was collected from 1,228 adults via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey in October 2011.

A Chadwick Martin Bailey report with additional findings from this study is available here.

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