A survey of 415 smartphone users found the following about QR code usage: - 70% had seen a QR code, with most seeing them in magazines, newspapers, posters or flyers. - 49% of those seeing a QR code had used one, most commonly to get a coupon, discount or deal. - 70% of respondents said they would be interested in using a QR code in the future, many to get discounts or access additional information. - 41% said they would be somewhat likely to remember an advertisement with a QR code.

1. MGH’s QR Code Usage and Interest Survey
February 2011
1. Have you seen a QR code?
70% 65%
60%
50%
40%
28%
30%
20%
10% 7%
0%
Yes No Don't know
A closer look at those who have seen a QR code:
Gender Age
Men Women 18‐34 35‐54 55+
14%
49% 34%
51%
52%
Education Level Household Income
<High School College/BA University+ < $25K $25‐ <$50K $50K+
11% 10%
21%
54% 35%
69%
© 2011 MGH Inc. 1

2. 2. Where have you seen a QR code?
60% 56%
50% 46% 45%
40%
30% 27%
21%
20% 17% 16%
11%
10%
5%
0%
© 2011 MGH Inc. 2

3. 3. If you have seen a QR code, have you ever used one?
60%
49% 48%
50%
40%
30%
20%
10% 3%
0%
Yes No Don't know
A closer look at those who have used a QR code:
Gender Age
Men Women 18‐34 35‐54 55+
13%
49% 39%
51% 48%
Education Level Household Income
<=High School College/BA University+ < $25K $25K‐ <$50K $50K+
11% 6%
23%
26%
63% 71%
© 2011 MGH Inc. 3

4. 4. What did you use a QR code for?
60%
53% 52%
50%
40%
33%
30%
26%
24% 23% 23%
20%
11%
10%
2%
0%
To get a Access Enter a Sign up to Access video Make a Interact with Other Don't know
coupon, additional sweepstakes receive purchase social media
discount or information more properties
deal information
© 2011 MGH Inc. 4

5. 5. Would you be interested in using a QR code, either for the first time or again?
80% 70%
70%
60%
50%
40%
30% 21%
20%
9%
10%
0%
Yes No Don't Know
A closer look at those who would be interested in using a QR code:
Gender Age
Men Women 18‐34 35‐54 55+
16%
32%
48%
52%
52%
Education Level Household Income
<=High School College/BA University + < $25K $25K‐ <$50K $50K+
13% 12%
23%
52% 35% 65%
© 2011 MGH Inc. 5

6. 6. Why would you be interested in using a QR code?
100%
90% 87%
80%
70%
64% 63%
60%
60%
53%
50%
40% 36%
31%
30%
20%
11%
10%
1%
0%
To get a Enter a Access Make a Sign up to Access videoInteract with Other Don't Know
coupon, sweepstakes additional purchase receive social media
discount, or information more properties
deal information
© 2011 MGH Inc. 6

7. 7. How likely would you be to remember an advertisement with a QR code?
80%
70%
60%
Somewhat
50% 41%
40%
30%
20% Very
31%
10%
16%
4% 6%
0% 3%
Likely Neither likely, nor Unlikely Don't know
unlikely
A closer look at those who would be likely to remember an ad with a QR code:
Gender Age
16% 29%
53% 47%
55%
Male Female 18‐34 35‐54 55+
Education Household Income
13% 12%
49% 21%
38% 65%
<=High School College/BA University + <$25K $25K‐$50K $50K+
© 2011 MGH Inc. 7

8. 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.
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 .
© 2011 MGH Inc. 8