With marketers questioning whether QR codes (or 2-D barcodes) are worth incorporating into their marketing campaigns, new data released by comScore indicates they just might be gaining some traction.

According to its new report , 14 million people in the U.S. scanned a QR code with a mobile device in June. These users represent 6.2% of the total mobile population in the U.S.

The study also reported on demographics of QR code scanners, indicating that they tend to be male (60.5%), ages 18-34 (53.4%), with a household income of more than $100,000 (36.1%).

We think the most interesting data, however, is in the source of the QR codes that were scanned. Print magazines and newspapers lead the charge, with just about half (49%) of the QR code audience scanning codes from those sources. Next in line is product packaging (35%), followed by websites on PCs (27%).

So where are people when they're scanning codes? Most are hanging out at home (58%), in a retail store (39%), or at a grocery store (25%).

Marketing Takeaway

Because of increased use in mobile technology, marketers are trying to find new ways to engage their audiences in mobile-friendly ways. With QR codes increasing in popularity among consumers, it might make sense to start experimenting with them as marketers . They can help you stand out from your competition, target on-the-go consumers, make print advertising more engaging, and help link offline and online marketing efforts.

QR codes have marketing applications for both B2C and B2B companies. Use QR codes to give consumers product discounts, send people to landing pages on your website, dial your business' phone number, etc. QR codes are easy to implement, and an easy thing to test in your own marketing.

In what unique ways are you using QR codes in your mobile marketing efforts ?

Photo Credit: Adnan Islam