Consumer Buyer Behaviour & Education

Consumer Buyer Behaviour
In a recently released survey (January 2012), Cisco found that 74 per cent of consumers turn to the web to conduct research before making a purchase in store. The findings place a premium on digital content marketing campaigns that can help answer shoppers’ questions and point them in the direction of a brand. Moreover, Cisco found that 45 per cent of shoppers enjoy using their mobile device to research products online while in stores. Shoppers have more options than ever in terms of educating themselves prior to making a purchase. In addition to providing info that could encourage purchases, content boosts Search Engine Optimisation (SEO) standings and makes it easier for consumers to find a business through search.
A survey conducted by Chadwick Martin Bailey and iModerate Research Technologies, into the amount of people that use QR codes and what they are using them for found that 18% of smartphone users made a purchase after scanning. They also discovered that 21% of users that scanned the QR code then shared this information with someone else.

Education
As with all new technology, the onus is on the user and also the provider to progress the learning.
While the concept is simple enough – see a code, scan it with your smartphone, users simply don’t know how to use QR codes. As much as poorly placed codes are an issue, users aren’t always ready to scan a code when they see it!
Marketers need to keep their customers informed, maybe giving online tutorials on their website or instructions next to their QR Code to help consumers understand the procedure of scanning.
If a marketer is looking to place a QR code on a product or magazine page, then there should be a call-to-action informing consumers what application is needed to scan the code – or even instructions on how to scan it. Programs offering clear instructions on how to use mobile bar codes can drive participation up by 500 to 800 percent!
“Most phones do not come with QR readers pre-installed. If an individual wants to scan a QR code, he or she will need to get a special app to do so. How are people supposed to find this out, considering most QR codes are presented without context and there is no standard app associated with the technology?”.
It is necessary therefore not just to provide instruction on how to scan but additionally where one could access the application where a QR Reader can be downloaded.