IDEOLO Snapshot on QR Code Market Research 2013-14. Trends, Market Share, Opportunities and the future of... Sources: Kleiner Perkins Caufield & Byers, Venture Capital at KPCB. MIP Osservatorio Mobile Marketing, eMarketer, Scanlife, Mashable, Wired, QRt.co. Author IDEOLO - make Digital Experience Marketing Luca Zambrelli - luca.zambrelli@ideolo.it

1. our goal
IDEOLO gives our
clients a competitive
advantage
snapshot on MARKET RESEARCH
about QRCODE 2013
Authors:
Luca G Zambrelli luca.zambrelli@ideolo.it

2. A lot has been written and said about QR codes.
Many pronounce them dead – others see a
positive future for them. Often these opinions are
agenda-driven.
!
*2014 January
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3. 7 million scans, 64% Male, 60% Android,
Value Shoppers
*2Q 2013
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4. Consumers
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A recent estimate of consumer usage: 24% of American
smartphone users claim to have scanned a barcode or QR
code in the past 30 days (during Q2 2012), behind only
China (30%) and Korea (38%) among the 9 countries
tracked. (Nielsen, 2/1/13)
!
An even more bullish estimate: 83% of North American
consumers are aware of QR codes, and 47% of those have
ever used their mobile device to scan one. Among those
who have scanned a code, almost half did so from a
magazine (49.8%), in-store sign (49.3%), or packaging while
shopping (49.2%), while 17.7% did so from a newspaper
and 8.7% from a transit ad. (BrandSpark International,
1/24/13)
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Regular in-store use: 9.4% of smartphone and tablet
owners report regularly scanning a QR code to get more
information about a product while shopping in a store, and
that figure rises to 12.8% among black adults. Smartphone
and tablet owners are less likely to scan QR codes regularly,
though, than to conduct a number of other in-store
activities such as checking in for a discount (13.3%) and
requesting a price match (10.9%). (Prosper Insights; 3/6/13)
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5. Consumers
!
What about Europeans? 11% of urban European adults
18-54 report having scanned a QR/barcode in response to
an out-of-home ad in 2012, up from 5% in 2011. (CBS
Outdoor; 3/22/13) In the UK, 10.8% of smartphone users
report scanning QR/bar codes with their mobile phones, a
figure that rises to 14.5% among 18-24-year-olds
smartphone users. (comScore, 2/14/13)
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Remote ordering is rare: When purchasing online or via
mobile device, just 4% of global consumers say remote QR
code ordering has an influence on their decision.
(Accenture, 4/15/13)
!
Influence on purchases is low: Asked about their most
recent purchase or transaction across a series of categories,
only 1-12% (OTC drugs on the low side, electronics on the
high end) of respondents indicated having used QR codes
to get information about a purchase, with 3-15%
(household appliances on the low end, baby care
equipment on the high end) more saying they would use
them in the future. On average, only about 5% of
respondents reported using QR codes to inform their
most recent purchase, with future interest also relatively
low. (Radius Global, 5/6/13)
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6. On the basis of the data contained above, one can reasonably say that
somewhere in the realm of 1 in 5 smartphone users have scanned a
QR or barcode on their device.
!
18% of retailers believe that the ability to scan QR codes, compare
products and pricing is having a significant impact on their business.
That’s more than can say the same about mobile payments (16%) and
showrooming (12%) as influences, but less than others such as social
media (71%) and the use of in-store mobile technology by store
associates.
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7. QR code? A powerful – if imperfect — weapon
!
And while QR codes admittedly aren’t the most efficient technology
around – consumers must first download the app, then scan the code
to be directed to a website – no other technology or app has the
reach or universality QR codes claim. NFC shows tremendous
promise as a way to transmit data quickly with a single tap, but
penetration rates of NFC-enabled handsets is still very low.
Augmented reality apps like blippar can be undeniably compelling, but
none has gained any real traction. And although 2D scanners like
ShopSavvy have attracted millions of shoppers, they don’t offer the
broader functionality of QR codes.
!
For advertisers, there’s still a lot to like about QR codes. They’re
relatively cheap to deploy, can be placed almost anywhere (which isn’t
to say they should be placed almost anywhere), and can engage the
young, tech-savvy users marketers salivate over.
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8. On the basis of the data contained above, one can
reasonably say that somewhere in the realm of 1 in 5
smartphone users have scanned a QR or barcode on their
device.
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10. Lots to learn from CHINA
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11. The future of QR Code
!
Imaging and electronics company Ricoh introduced
Clickable Paper two years ago, but the company
just introduced iOS and Android apps in the United
States late last year.
!
The technology lets you click on an image without
zooming in on a code or logo first. After clicking,
you're directed to a range of options, including an
Amazon link, a YouTube video and a website; it also
lets you tweet or share the information on
Facebook. That's a big improvement from QR
Codes, which send you to one dedicated site. You
can also lose the ugly, increasingly anachronistic
code itself.
!
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Video at http://www.youtube.com/watch?v=Pah_VCsKvo8
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12. Sources: Kleiner Perkins Caufield & Byers, Venture
Capital at KPCB. MIP Osservatorio Mobile Marketing,
eMarketer, Scanlife, Mashable, Wired, QRt.co
!
!
Thanks for the attention
Luca Guido Zambrelli luca,zambrelli@ideolo.it
+39.348.740.7624
Follow us on : Twitter - Youtube
!