IDEOLO Snapshot on QR Code Market Research in Europe
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IDEOLO Snapshot on QR Code Market Research in Europe

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IDEOLO Snapshot on QR Code Market Research in Europe. Take a look around data (comScore, Nielsen, Juniper Research, Localeze, Motorola, ...).

IDEOLO Snapshot on QR Code Market Research in Europe. Take a look around data (comScore, Nielsen, Juniper Research, Localeze, Motorola, ...).

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    IDEOLO Snapshot on QR Code Market Research in Europe IDEOLO Snapshot on QR Code Market Research in Europe Presentation Transcript

    • snapshot on MARKET RESEARCH about QRCODE 2012, in Europe PIANO DI COMUNICAZIONE 2012 Authors: Luca G Zambrelli luca.zambrelli@ideolo.it, Giorgio Marandola giorgio.marandola@ideolo.itvenerdì 2 novembre 12
    • Mobile Usage Statistics 64% of mobile phone time is spent on apps (Nielsen 2012) 13.4% texting, 11.1% browser, 5.5% social networking apps, 5.4% dialer, 5.3% email/IM, 2.3% music/video, 1.1% camera, 55.8% other apps (Nielsen 2012) In 2012, the U.S. saw a 55% increase in smartphone subscriptions to make for 98 million smartphone subscribers, representing nearly 42% of all U.S. mobile users. (comScore 2012) Local Search 61% of smartphone users make local searches from a device (Localeze/15miles Fifth Annual comScore Local Search Usage Study February 2012) 49% of mobile and tablet users conduct local business searches on apps (Localeze/15miles Fifth Annual comScore Local Search Usage Study February 2012) Mobile Commerce take a look Mobile payments are expected to quadruple to $630 billion by 2014 (Juniper Research) around data 42% of mobile users browsed products, 32% read online reviews, and 23% purchased products on mobile in the last 30 days (Nielsen(comScore, Nielsen, Smartphone Analytics December 2011) Juniper Research, Localeze, 39% of store walkouts, where consumers leave without buying, were influenced by smartphones (Motorola Solutions) Motorola, ...) Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • (Mobile) Advertising Facebook delivers 1 of every 4 online display ads (comScore 2012) The global mobile ad market will grow from $3.4 billion in 2010 to $22.0 billion in 2016 (Berg Insight via B2B) 40% of males ages 18 to 29 like mobile ads “somewhat” or “very much” (eMarketer) US mobile ad spend to reach $2.6B in 2012 (eMarketer) Tablet owners more likely to purchase from online ads than smartphone owners, also more likely to request coupons from merchant (Nielsen) Text message and online display ads have the lowest consumer trust (26% and 27%, respectively), while websites and TV have the highest (52% and 46%, respectively). (Nielsen) Social Media & General Marketing 36% of tweets are worth reading, 39% are mediocre, and 25% are not worth reading at all (MarketingProfs March 2012) 21% of Pinterest users purchased a product after seeing a picture on Pinterest (PriceGrabber 2012 via MediaPost) take a look around data(comScore, Nielsen, Juniper Research, Localeze, Motorola, ...) Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • Theres still need to explain what? It is an fast interactive two- dimensional code, free, through which it is possible to communicate, engage, interact. The QR Code allows to attach to code information, promotions, links to websites and social, email, website and more. Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • 1 2 3 How does it works? Open the App and framing the code with the camera. The app recognizes the code and displays the information collected ... its easy! Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • Demographic profile of smartphone users who have used a QR code: - Gender: male (51%) / Female (49%) - Age: 18-34 (39%) / 35-54 (48%) / 55+ (13%) - Household income: <€25K (6%) / €25K-€50K (23%) / €50K+ (71%) - Education level: High school or less (11%) / College/Associate (26%) / University+ (63%) Actions for which smartphone users have used QR codes: - To get a coupon, discount or deal: 53% - Access additional information: 52% - Enter a sweepstakes: 33% - Sign up to receive more information: 26% - Access video: 24% - Make a purchase: 23% - Interact with social media properties: 23% - Other: 11% - Dont know: 2% Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • QR Code Audience via smartphone QR codes are now common in outdoor marketing campaigns and in magazines, so it seems likely that 1 in 10 UK smartphone owners has scanned one of the codes. However, in an online survey carried out with TolunaQuick in October 2011 we found that 19% of all UK consumers had scanned a QR code. You need to take into account that those completing an online survey are likely to be tech-savvy, but it’s still surprising that comScore’s total is so much lower a year later. Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • Use of QR Code in the European Market Used QR Code up to 26% in EU5 Only 13% of European consumers have scanned a QR code within an outdoor advert, according to research from CBS Outdoor and Kantar Media. This is despite that fact that the study showed awareness of QR codes to be at 40%. Smartphone owners in EU5 are 51.3% of the population (according to comScore) and the number who had scanned a QR code to at least double to 26%. Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • Result of scanning QR Codes < klikkapromo.it in Italy > ComScore founds that 71.7% of scans are carried out to retrieve product information, while the second most popular reason is to access event information (31.8%). Marketers should focus on creating useful QR code campaigns that deliver timely information, particularly when that information can be accessed at the moment of the purchase decision when consumers are in stores and seeking that little something extra (such as additional information, a review, comparison pricing, or a discount) that can tip them in the direction to pull out their wallets and buy. Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • QR Code, report on awareness and usage This is despite that fact that the study showed awareness of QR codes to be at 40%. Interestingly though, in comparison to other interactive mobile technologies, QR codes are still performing well. The report, Interactive Europe, was based on qualitative and quantitative analysis of 9,000 Europeans across 6 markets - exploring interactivity in the context of ‘Out of Home’ advertising. The report suggests that “the technologies with greatest potential are those which simplify the user experience” and that the mass use of smartphones is bringing "added strength" to outdoor advertising. Base: All Adults (9.024) Source: Kantar Media Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • Cool usage real, predictions or future In Italy, Klikkapromo: 8.000 QR Code interactions in one week. Awesome! Link http://www.retailwatch.it/Brand---Prodotti/Merchandising---Promozioni/Ottobre-2012/ Klikkapromo--8-000-interazioni-in-una-settimana-co.aspx Engagement Via QR Code you can take control of an interactive television. Link http://www.qrcode.es/es/2012/11/innovacion-radical-en-el-uso-de-qr-codes-un-chrome- experiment/ Interaction QR codes that are invisible demoed by Fujitsu. Link http://www.qrcodepress.com/qr-codes-that-are-invisible-demoed-by-fujitsu/8513641/ Future Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenzialevenerdì 2 novembre 12
    • In questo momento stiamo lavorando principalmente per: Poltrona Frau, Cassina, Cappellini, Salmoiraghi&Viganò, Castelli1877, DHL Italia, Provincia di Brescia, Aeroporti SEA, NTT Data. Grazie per l’attenzione Luca Guido Zambrelli luca,zambrelli@ideolo.it +39.348.740.7624 Follow us on : Twitter - Youtubevenerdì 2 novembre 12