Why we were right about QR codes

In another blog post earlier this week we spoke about on-line evaluation techniques for measuring the efficiency of print advertising in trade magazines. QR codes were one of the methods discussed and we explained why we feel they don’t work. And now we have proof that we were right. Sort of.  

A US based market research company conducted a survey amongst university students to find out how often they use QR codes. The study revealed that although 81.1% of students owned a smartphone, only 21.5% of those were able to scan a QR code when asked to.

58.1% said they are unlikely to scan QR codes in the future, either because they would need to download the app or because it takes too long to open the webpage.

Students are generally early adopters of new technologies and gadgets. They illustrate trends and are usually good indicators of what the next big thing is. So if not even youngsters are interested in scanning QR codes, than it is safe to assume that engineering professionals won’t be too keen on them either, even though they began in our sector as a compliment to RFID technology.

QR codes have been shoehorned into marketing campaigns, and not even the element of novelty has increased their popularity.

In conclusion, QR codes will not make a significant change in the way print advertising works. What’s more, they remain a poor indicator of traffic resulting from any print advertising, as many choose to ignore the little chequered box at the bottom of the page.

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Oana Baetica - Technical PR consultant

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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