Motivations for Scanning a QR Code

What is it that the marketing manager has to do to grab our attention to scan a QR Code?

It seems the answer is inherent within us, our overwhelming desire or Curiosity is the point of persuasion. It is evident that QR Codes still contain a significant level of curiosity among respondents (74%).

Respondents from my survey were given an opportunity to select more than one motivational factor so percentages will add up greater than a total of 100.

 ‘To find out further information’ was the second most incentive with 29% selecting this option. This can only be good news for business. This is proving that QR Codes are working and can increase financial spend. The offline material that was used to bring the consumer to the online world has worked.  Additionally, It is well rehearsed  that consumers like to research online before they make a purchase in store. Hence, QR Codes are facilitating customer research in the purchasing scenario.

More importantly, companies using 'managed' codes can find out information on these consumers that they would never have been able to access before.

QR Codes management can provide:
- Number of scans
- Number of unique users
- Time & date
- Location of scans
- Type of phone (operating system)
- Representative demographics


The next factor sees ‘Quick access to a website’ at 25% being another motivational selection. The reasons for this could be similar to those that wanted further information but also include what is truly great about QR Codes-the idea of not having to type in a long website address on your mobile phone is gracious. It is generally accepted that users even on their desktop computer do not enjoy typing in website address and prefer the arguable quicker option of using the Google search bar. The QR Code also omits any spelling errors you may have while typing in your web address. Finally, your mobile phone screen is unlike other display screens and typing a website address can be cumbersome at the best of times.

Consumers enjoy Giveaways and Competitions; this sees 15% of the scanning ratio among Irish respondents. This is somewhat below a similar type survey in the U.K which quantifies that 42% would scan a QR code in order to access a discount voucher, 23% out of curiosity, and 21% to find out more about the product advertised.  Perhaps, the reason for the low scanning rate in Ireland of Giveaways and Competitions is because QR Codes are still quite new and companies have not actually used the Codes as a Competiton/Giveaway method option but rather the more basic use such as a web address.  Implementing a Competiton for example via QR Codes may be more difficult for business to get right  and the choice for an easier QR code conversion is preferred. It may also be assumed that implementing a Competition/Giveaway via QR code is not within the capability (knowledge) of business.

The ‘Other’ responses were insignificant in that there was no further insight gained.