QR Code Users Are Affluent 18-34 Males

SearchEngineLand just posted a great article on who is using (scanning) QR codes, and are QR codes here to stay? Here are some highlights…

Sample QR Code

The benefit of QR codes is that a marketer or publisher can put anything “behind” the code: a website URL or landing page, or a product detail page with lots of relevant and highly specific information. QR codes are also highly versatile and can appear in digital and traditional media or on product packaging.

QR Code scanning is a form of mobile search — yes, that’s what I said. People are actively seeking additional information by scanning the code. It’s a visual query input. In the absence of the code they would type (or speak) a query into a search box.

Proponents of QR Codes in the US cite growing usage by smartphone owners and marketers. There are a number of successful case studies out there, many of them involving traditional media.

Now a new report from comScore, a party with no agenda around QR Codes, reflects growth among selected mobile users: affluent males, 18-34 years old in particular:

More than half of all QR code scanners were between the ages of 18-34 (53.4 percent). Those between the age of 25-34, who accounted for 36.8 percent of QR code scanners, were twice as likely as the average mobile user to engage in this behavior, while 18-24 year olds were 36 percent more likely than average (index of 136) to scan. More than 1 of every 3 QR code scanners (36.1 percent) had a household income of at least $100,000, representing both the largest and most over-represented income segment among the scanning audience.

Beyond this comScore found that the majority of QR code scanning was happening in magazines and newspapers, or on product packaging. This illustrates one of the virtues of QR codes: they can be integrated into the physical world to make products and printed media more “dynamic,” and capture analytics and consumer response to those offerings or ads.

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