Newspapers/Magazines are top scan locations!

A staggering 65% have seen a QR Code in a Newspaper/Magazine. We do not know the origin of these Newspaper or magazines but it could be suggested that the newspapers are mainly of Irish production and the magazines a mixture of Irish, U.K and U.S. This high result may be the influence of foreign marketing Ireland but this can’t be said as fact.

Studies highlighted demonstrate Newspapers and Magazine as a good draw for QR Code scanning behaviour. So as QR Codes appear generously in magazines, is this why people are noticing them there more? When one is reading a magazine or newspaper it is thought that they are relaxing and not rushed. Therefore the likelihood and ability to notice a QR Code is greater. More importantly however, is from our survey findings and other studies we learn that QR Code scanning behaviour happens mostly in the home. 

Packaging is no surprise with a high 55%. QR Codes on products in Ireland is on the rise and again it does not mean that the product was produced in Ireland.
Leaflets/Flyer scored 40% and posters just below at 28%. This is a good scanning rate and confirms advertising spent well on these areas. It is assumed when we receive flyers for example that we glance at them and shortly dispose of them. But having a flyer with a QR Code on it might entice people to hang onto it for a bit longer at least until they scan it, increasing the probability of it be seen by more persons. Marketers can also measure the effectiveness of their offline campaign by gaining crucial additional information on their customers who scan the flyers. Posters too see a good scanning rate which in turn demonstrates the proliferation of QR Codes on such media.

Finally, the research shows an Internet site (20%), Billboard (12%), Business Card (11%), Television (5%) and Other (3.5%) with insignificant responses. These rates are not very high but it is suspected that for instance a television QR Code would be a poor medium due to the fact that it would not give ample opportunity for the user to set up so spontaneously. Unless of course they have a pause feature on their remote!!!