the naked facts 2h2010.2
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The Naked Facts: QR Barcode Scanning in 2H-2010
Mobio Identity Systems, Inc. www.getmobio.com
Smart. Simple. Secure
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INTRODUCTION
Consumer use of Smartphones has become ubiquitous, and as consumers discover the value and utility of the QR barcode, scans are skyrocketing. The QR barcode has become the gateway to information, data exchange and mobile commerce with the Smartphone acting as the primary device for every consumer interaction. Browsing and buying merchandise through QR barcodes is happening like never before, and social media has further accelerated this phenomenon. In case you werenʼt watching, QR barcode use has suddenly gone ballistic.
Here is what industry players are saying about the QR explosion:
“It was very successful and you will see QR codes continue to be integrated into our upcoming campaigns.” - Jennifer Crawford, VP of Corporate Communications, Calvin Klein, New York
“[Mobioʼs] QR barcodes have transform[ed] traditional broadcast media into a personalized marketing and sales experience.” - Nick Misisco, Senior Manager Marketing Ventures, Shaw Media
“We intend to continue to help our business customers create measurable and fully managed brand experiences with mobile barcodes to better interact with their consumers – a trend we anticipate will grow this year.” - Chris Hill, VP of Advance Mobility Enterprise Solutions, AT&T Business Solutions
“You're starting to see those [QR] codes used as rich media — or even extensions — to campaigns. - Doug Neil, SVP of Digital Marketing, Universal Pictures
Mobio Identity Systems, Inc. has assembled this report to share consumer trends and the data accumulated from consumer QR code scans in North America. These are the naked facts. All of the data is pulled directly from our servers, and encompasses the final 6 months (second half) of 2010. No third party data is used in this report, as we canʼt speak to its veracity. This is just the data – no commentary is provided. You can (and we hope you will) draw your own conclusions. Ultimately, we believe the data speaks for itself.
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FINDING #1: 35-44 YEAR OLD CONSUMERS LEAD IN QR CODE SCANNING
User Demographics – Age
Key Takeaways:
-‐ The majority of QR scanning is coming from individuals in the 35-44 years of age bracket (25%).
-‐ Steady adoption is being seen amongst all age brackets between 18 and 54 years of age (84%).
5%
16% 22%
25% 22%
11%
0%
5%
10%
15%
20%
25%
30%
Under 18 yrs
18 -‐ 24 yrs 25 -‐ 34 yrs 35 -‐ 44 yrs 45 -‐ 54 trs 55 yrs +
Age
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FINDING #2: FEMALES ARE THE DOMINANT QR CODE SCANNERS
User Demographics – Gender
Key Takeaways:
-‐ Majority of QR scanners are females (64%) - generally head of households. -‐ Women show more interest than men in collecting information on products and
services, entering contests, and making purchases using their Smartphone.
Female 64%
Male 36%
Gender
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FINDING #3: QR BARCODE SCANNING GROWTH EXCEEDED 1200% IN THE SECOND HALF OF 2010
QR Scanning Growth (2H 2010):
Key Takeaways:
-‐ QR barcode scanning grew an impressive 1200% from July to December 2010. -‐ Traffic peaked in Novʼ10 due to the pre-Christmas rush and advertiser marketing
campaigns before a late December lull. -‐ Fully integrated QR campaigns (print, web, TV) have seen a steady increase since
Oct. 2010 helping drive the growth.
0 1 2 3 4 5 6 7 8 9 10 11 12
Jul-'10 Aug-'10 Sept-'10 Oct-'10 Nov-'10 Dec-'10
Growth of Monthly Scans, July-Dec. 2010
QR Scanning Growth (Relative TrafDic)
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FINDING #4: 62% OF QR BARCODE SCANNERS HAVE SCANNED MULTIPLE BARCODES
Repeat Scanning Stats (2H 2010):
Key Takeaways:
-‐ 62% of QR code scanners have scanned more than 1 barcode (in the last 6 months of 2010).
-‐ Over 50% of scanners have scanned between 2-5 barcodes, making up the bulk of the users.
-‐ Only 2% of users have scanned more than 5 unique QR codes / month (i.e. 30+ scans) on average.
2-‐5 times 52%
6-‐10 times 5%
11-‐30 times 3%
30+ times 2%
1 time 38%
Repeat QR Scanning (Total Scans)
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FINDING #5: 87% OF QR BARCODE SCANNING DELIVERS A REQUEST FOR INFORMATION TO A MERCHANT
Types of Scans:
Key Takeaways:
-‐ QR scanning to receive information on a product or service is by far the most popular type.
-‐ Payment scans are still in the early-adopter phase accounting for only 5% of total QR scans.
87%
5% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Information Requests Payments URL Redirects
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FINDING #6: MOBILE PAYMENTS GREW BY 118% IN 2H 2010
Mobile Payment Growth:
Key Takeaways:
-‐ Mobile Payments grew 118% in 2H 2010 (July through December). -‐ While payments only make up 5% of QR scans in total, the growth rate is
impressive.
100
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0
50
100
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July Dec
Mobile Payment Growth (Relative scale)
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FINDING #7: SOCIAL MEDIA ACCOUNTS FOR 62% OF QR BARCODE SCANS
Scanned Media:
Key Takeaways:
-‐ The vast majority of scanning is occurring digitally - online and TV account for 77% of all QR scans.
-‐ Online scanning is heavily linked to social media outlets – Facebook and Twitter being dominant forces.
-‐ Restaurants and Retail (offline) are still in the infancy stages for QR scanning.
CONCLUSION
These are the naked facts. Each reader can draw his/her own conclusions and predictions for the future of QR codes in the North American marketplace. But right now we can say that, simply by the data, women aged 35-44 are scanning barcodes primarily in digital format to receive more information on products and services about once a month. Interested in knowing more? Contact: Mark Binns Chief Marketing Officer [email protected]
Social Media 62%
TV 15%
Sports 21%
Restaurants 1%
Retailers 1%
QR Barcode Scanned Media