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The Rise of the QR Code

Business | Technology

During a business planning meeting with a client yesterday, we landed quickly (and inevitably) on the important role that social media plays in PR and marketing campaigns. We also got to talking about the relevance and increased use of QR codes by brands.

By sheer coincidence this morning, I stumbled upon an article on the Chartered Institute of Public Relations (CIPR) website with statistics that showed a comparatively low penetration of QR code use in the UK.

Of the 43% of UK mobile phone users who have a smartphone as their device of choice, just 10% have ever scanned a QR code in a month. The report, which originated from welovemobile.co.uk, contrasts that low percentage with the 78.5% of smartphone users who use their mobile device to access the internet. Clearly, although the tech is nothing new, there is still some way to go before QR codes are an integral part of daily life for mobile users.

Actually, I would not be surprised if the majority of smartphone users are not entirely sure what a Quick Response code actually is, even if the codes themselves are becoming increasingly visible on marketing platforms. Who knew that the first QR codes were devised by Toyota subsidiary Denso as long ago as 1994 and were primarily used as to track vehicle parts?

QR code scanning in the UK has a low uptake so far and those who do scan codes are largely in the under 34 age bracket, but it is something that is set to grow exponentially. We are now past the point of early adoption and QR codes are gradually moving beyond being solely a topic of conversation for digital marketing peers.

The uses of QR codes vary greatly but they can act as a useful tool when transitioning audience engagement from screen and print platforms to mobile, particularly for when laptops are not readily available. A quick scan of a QR code can enhance the users experience of a brand or product by literally placing information in the palm of their hands. Whether a link to a website, product information, exclusive content, download platforms or simply storing contact information, QR codes have genuine potential to add to the consumer experience.

CH

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