72 Percent of Smartphone Users Likely to Recall an Ad with a QR Code, New Survey Finds

32 percent of smartphone users surveyed said they've used a QR code, while 70 percent said they plan to use a QR code in the future

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MGH

Mar 22, 2011, 09:30 ET

BALTIMORE, March 22, 2011 /PRNewswire/ -- A staggering 72 percent of smartphone users indicated that they would be likely to recall an ad with a QR code, according to a survey released today of smartphone users. The survey was commissioned by MGH, an integrated marketing communications agency, to determine the usage of QR codes – an emerging technology that uses barcode-like images containing a hidden message that can be unlocked by using an application on a smartphone.

In addition, 32 percent of smartphone users surveyed said they've used a QR code, a much higher percentage than various other previous surveys of QR usage. Top usage of those who said they've used a QR code was to secure a coupon, deal or discount (53 percent). Other uses of a QR code included:

Access additional information (52 percent);
Enter a sweepstakes (33 percent);
Sign up to receive more information (26 percent);
Access video (24 percent).

Perhaps, more strikingly, the vast majority – 70 percent – of respondents said they plan to use a QR code again or for the first time. The top usage (87 percent) would be to secure a coupon, discount or deal. Other desired usages included:

Entering a sweepstakes (64 percent);
Accessing additional information (63 percent);
Making a purchase (60 percent);
Signing up to receive more information (53 percent).

"While QR code usage is growing in popularity, it's still a relatively new marketing tactic with little to no statistics out there about how consumers are using them. MGH wanted to conduct this survey to uncover how consumers with smartphones are using QR codes and gather insights on what would drive them to interact with an ad – be it a discount or YouTube video," said MGH President, Andy Malis. "These results demonstrate that consumers are embracing the mobile marketing tactic, and even those who haven't used QR codes are interested in engaging with them – for a variety of motivators that marketers should pay attention to."

QR codes are an increasingly popular form of mobile marketing, which allows brands to engage with consumers in direct, personalized and interactive ways. MGH will be hosting a webinar on Thursday, April 7 at 4 p.m. EDT to discuss QR codes and delve into what these survey results mean for marketers. The webinar will be broadcasted live on MGH's Ustream channel.

To RSVP for the event, click here.

MGH is one of the only integrated agencies in the region that combines strategy with mobile design, development and marketing. The agency provides all the capabilities under one roof — from developing the strategy, to building the application or website, to uncovering the best social media tactics, to getting a mobile campaign noticed.

About the Survey

In February 2011, an online survey of 415 smartphone users was conducted on the Vision Critical Springboard America panel. The margin of error – which measures sampling variability – is +/- 4.8%. Discrepancies in or between totals are due to rounding. To view the full survey results, visit http://mghus.com/qr-code-survey-results.

About MGH

MGH is an integrated marketing and communications agency offering advertising, public relations, media planning/buying, creative design and production, interactive (design, development and marketing), market research, direct response, relationship marketing, social media and mobile marketing.

MGH maintains a diverse client base spanning multiple industries. Current clients include Marco's Pizza, Texas Instruments, Visit Baltimore, the National Aquarium, Baltimore International College, University of Maryland University College, Towson University, Nobel Learning Communities, Ocean City, Md., Department of Tourism, and Smyth Jewelers.

Based in Baltimore, MGH is one of Maryland's largest agencies, with more than $65 million in annual billings. Visit http://mghus.com for more information on MGH and its services, or connect with MGH via: Facebook at http://facebook.com/mghus ; Twitter at http://twitter.com/mghus ; or YouTube at http://youtube.com/mghtv .

SOURCE MGH