A new eMarketer report, “QR Codes: Marketers Keep Hitting 'Go,' but Consumer Adoption Still Slow.” says that gaining access to discounts is the primary reason consumers want to scan QR codes.
QR Codes, the most common of the mobile barcode formats, have not fulfilled their promise and connected with large audiences, according to the report. The explosive growth of smartphone users in the US means that there will continue to be new consumers who try scanning a barcode at least once, “but ‘one and done’ users do not create a mass audience.”
eMarketer predicts US adult smartphone penetration will grow from 43.9% in 2011 to 58.3% by 2014, and projects that the percentage of smartphone users who will have scanned a mobile barcode will edge up from 25% to 27% during that timeframe. “Because smartphone use is projected to grow so rapidly, that means the total number of mobile barcode users will show considerable growth, reaching nearly 38.6 million adults by 2014,” said eMarketer.