The idea of using cell phones to interact with ads is not new – T-Mobile Austria deployed IR Kiosks all over Vienna about six years ago (see here and here).
As cameras in cell phones became better, QR codes replaced the now-unpopular IR booths. Accoding to ComScore, these codes become more and more popular every day:
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Smartphone Audience Scanning QR Codes via their Devices 3 Month Average Ending July 2012 vs. July 2011 Total EU5 (DE, ES, FR, IT and UK), Age 13+ Source: comScore MobiLens |
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| Smartphone Audience (000) | YoY Growth | % of Smartphone Audience | YoY Percentage Point Increase | |
| EU5 | 17,390 | 96% | 14.1% | +4.0 |
| France | 2,843 | 71% | 12.5% | +1.9 |
| Germany | 5,084 | 128% | 18.6% | +6.1 |
| Italy | 2,765 | 75% | 11.9% | +3.2 |
| Spain | 3,381 | 218% | 16.0% | +9.0 |
| UK | 3,316 | 43% | 11.4% | +0.6 |
The result of most of the queries is the obtaining of product information – this is broken down further in the table below:
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Result of Scanning QR Codes by Percent of Smartphone Scanning Audience 3 Month Average Ending July 2012 Total EU5 (DE, ES, FR, IT and UK), Age 13+ Source: comScore MobiLens |
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| Penetration (%) of QR Code Users | ||||||
| EU5 | France | Germany | Italy | Spain | UK | |
| Product information | 71.7% | 65.4% | 77.9% | 69.2% | 71.1% | 70.1% |
| Event information | 31.8% | 32.7% | 28.9% | 36.4% | 36.5% | 27.0% |
| Charity/cause information | 12.1% | 9.5% | 10.0% | 18.6% | 13.4% | 10.8% |
| Coupon or offer | 19.4% | 20.3% | 19.6% | 17.6% | 22.2% | 17.0% |
| Application download | 13.4% | 17.5% | 11.4% | 14.8% | 13.7% | 11.2% |
Not much to add here…
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