In recent months, QR codes seem to have started appearing all over the place. They've been getting some attention from arts marketers over the last year; personally I'm not sure how useful they are, but I'm willing to give them a chance - so, at work, our first ones are now beginning to appear on this year's Christmas show posters.
To see how well the public understand them - and whether they're here to stay, or just a fad - I tried to find some relevant stats on UK consumer uptake of QR codes. Research agency Simpson Carter recently (September 2011) published some interesting information on them. In their online survey of 794 people, they found that:
- 11% have used a QR code
- 21% have seen one but don't understand what it is;
- 46% have never seen a QR code.
Of that 11% engaged with QR codes:
- 47% want to see more QR codes;
- 33% think they can be useful in certain cases;
- 20% don't plan to use them again.
Barriers to accessing QR codes include not having a suitable device (52%), or preferring alternative ways of accessing websites (11%).
Since it was an online survey, the respondents are likely to have been more technically adept than a similar random sample of people on the street.
So the stats aren't hugely encouraging yet, though there might be a tiny light at the end of the tunnel: the fact that nearly half of those who have managed to use a QR code would like to see more means they may gain gradual acceptance.
My problem with them is that they're ugly, but some people have tried to fix that (warning - second link autoplays cheesy music).
There's a 30% error margin in QR codes, which means you can mess around with them a little - so long as they're still big enough to scan well. This let me put a small logo in the corner of the one on our Christmas posters, without damaging the code (see pic on right).
More info on the stats at Econsultancy.
Update! Another post about QR codes, with an interesting diagram, by Brendan Nelson. Personally I'd love Global Hypercolor shirts to come back. (via Jonathan)
