QR codes are now being used by a significant number of UK consumers as they appear in growing numbers in advertising, media content and on packaging, according to research conducted by mobile marketing agency Joule and lifestyle and environments agency Kinetic Worldwide.

According to the research, almost 40 per cent of consumers are now familiar with the interactive matrix barcodes. Across all age groups 12 per cent of consumers have successfully scanned a QR code with their mobile phone and accessed the information it contained. This figure increases to 20 per cent among 18 – 24 year olds, and 15 per cent among 25 – 34 year olds.

The study found that the majority of consumers are open-minded about using QR codes, or believe they could be beneficial. 37 per cent of consumers think they could be useful, while 35 per cent are not yet sure. Of the possible content delivered by QR codes, 49 per cent said they would like a product voucher or brand information, 42 per cent said a link to a website could be useful, and 26 per cent said they would like exclusive content.

On average, men (15 per cent) were more likely to have used a QR code than women (12 per ceng) and, of people who have interacted them, most have done so with QR codes on advertising and products (both 41 per cent). 

Kinetic and Joule’s research suggests the need for better information and sign-posting of QR codes and better integration into advertising creative. Although QR codes are achieving relatively high usage rates amongst 18-24 year olds, overall 43 per cent of consumers say they have never seen one, and just 1 per cent of those aged 55-64 had used one successfully. There is also recognition that other technologies are now coming to the fore, which helps generate interest and awareness in all kinds of smart interaction.

“While QR codes have been in general use in the UK for a relatively short time, their potential to play a significant interactive role in brand communications is becoming clear,” Richard Metcalf, business development director at Joule. “It’s clear from our research with Joule that younger consumers have been quick to integrate QR code interaction into their repertoire of digital experiences, but more education and information is necessary if QR codes are to reach a wider audience.”