UK consumers uncertain of Quick Response codes

If you have heard of a QR code (Quick Response) or know what smartphone barcodes are, you are in the minority according to new research, conducted by Simpson Carpenter. The research shows that only 36 per cent of consumers know what

the smartphone barcodes are, and only 11 per cent have ever used them.

QR codes are a physical link that connects the online and offline world -- a powerful tool businesses can use to make it simple for consumers to engage with their brand.
 
With retailers looking to exploit mobile technology and QR codes starting to appear in more places it may be of concern to those endorsing the medium that just under half of respondents (43 per cent) said they thought they had never seen one.

This should come as concern to retailers who are pushing ahead to install QR codes and the many twists they can offer; mobile initiatives are fueled by prompting consumers to make the first move, enlisting them in a targeting, trackable database that is then used by a retailer to send mobile coupons, special offers, business updates, or any other relevant messaging. Innovative examples of ways to utilize them include Macy's who have used QR codes to provide shoppers with fashion tips and information. And charity store, Oxfam, who earlier this year at a Oxfam Curiosity Pop up shop within Selfridges, came up with something altogether groundbreaking; whereby if you take smartphone pictures of the QR codes attached to their price tags, one can see videos of celebrities telling the stories behind their former pieces that were on sale.
 
Kevin Connolly, Director of Major Studies at Simpson Carpenter, commented that the general ignorance shown by participants should be more concerning to early adopters due to the demographic of those surveyed.
 
“Having carried out this piece of research online the respondents are by default heavily engaged with the internet,” Connolly said.
“They aren’t necessarily early adopters but they certainly aren’t technophobes and they are no doubt the target audience for many brands already using QR codes.” It seems more work on these new technologies and better offers are needed to convince a reticent public to adopt these new systems.
 
Connolly continued: “Currently technology and familiarity appear to be the key reasons for non-use, but consumers need to see real benefits before they’ll start using them in earnest.

“Marketers would do well to focus on educating and informing consumers about their purpose rather than simply adding QR codes to their products and their advertising campaigns.”