QR Code Usage Doubles Among European Smartphone Owners

The number of European smartphone users scanning QR codes via their devices has grown by 96 per cent in the past year, to 17.4m users for the three-month average period ending July 2012, representing 14.1 per cent of the total smartphone audience. The figures come from the latest overview of mobile commerce and QR code usage across the five leading European markets (France, Germany, Italy, Spain and the UK) using data from comScore’s MobiLens service.

Almost three in every four QR code scans resulted in users receiving product information, making this the most popular type of result across Europe. Germany ranked first for usage of QR codes, with 18.6 per cent of smartphone users making use of the service, several percentage points higher than its European counterparts.

The proportion of smartphone users who scanned a QR code during the 3-month period was highest in Germany, at 18.6 per cent, followed by Spain (16 per cent), France (12.5 per cent), Italy (11.9 per cent) and then then UK (11.4 per cent).

Product information was by far the most popular result of a QR code scan, with nearly three in four  scans being directed to this result across all EU5 markets.

Over one in four scans resulted in event information, making it the second most popular result across the EU5. 19.4 per cent of QR code scanners received coupons or offers, while 13.4 per cent of scans resulted in an app download. 12.1 per cent of the audience also received charity/cause information as a result of a QR code scan.

“Consumer usage of QR codes offers a new and exciting opportunity for marketers to help move consumers further down the purchase funnel,” said Hesham Al-Jehani, European mobile product manager at comScore. “By offering more detailed product information or related content, QR codes bring consumer vital information in their consideration of a particular product or service. With smartphones now in the majority of consumers’ pockets, access to the sort of information they might get on their computer when researching a product online can help retailers improve their conversion in-store.”