Roadshow Europe Lightspeed Research - Ralph Risk
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The document summarizes the findings of a study conducted by Lightspeed Research on consumers' awareness and usage of QR codes. It provides statistics showing that while over 60% of consumers are aware of QR codes, only around 30% have actually used one. The most common reasons for not using them were lack of understanding of what they are for and lack of interest. The summary provides key insights into how QR codes are being used and consumers' top experiences with them.
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Roadshow Europe Lightspeed Research - Ralph Risk
- 1. United States Warren, NJ Cambridge New York City local market Toledo Wilmington knowledge and experience. Europe London, United Kingdom Amsterdam Hamburg Milan Incorporated in May, 2000 Munich Servicing clients across the globe Paris Local client service and delivery team Wetzlar Online research panels in 27 countries Asia Pacific Sydney, Australia Beijing Hong Kong Seoul Tokyo Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 2. Our services Mobile Custom Panels Surveys Omnibus Online Surveys Panels Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 3. QR Code study • Study to 1000 UK consumers who have a smart phone • Conducted online at the start on November 2011 • Asked about their behaviour and opinions around QR codes Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 4. QR Codes 70% Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 5. Where are they spotted 33% 62% 41% 27% 8% Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 6. So are they actually using them? Proportion who have used a QR code 38 % 36 % 31 % 29 % 25 % 21 % Total Male Female 18 – 34 35 – 54 55 – 64 Source: Lightspeed Research Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 7. Why not? 29% 27% 12% 8% 3% Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 8. Non users understanding of QR codes Which of these actions do you think QR codes can do? Get more information about a product 50 % All of these 31 % Get a coupon or discount 29 % See exclusive content not found elsewhere 20 % Download an application 14 % Enter a prize drawing/raffle 13 % Locate something on a map 10 % Watch a video 5% Play a music file 4% None of these 4% Source: Lightspeed Research Base: Have not used a QR code before Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 9. Frequency of usage – last 6 months 16-20 times 20+ times 2% 4% 11-15 times 3% Once 21 % 6-10 times 17 % 2-5 times 54 % Source: Lightspeed Research Base: Have used a QR code before Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 10. Where were the QR code(s) you used? Magazine or newspaper advertisement 32 % Websites 11 % A poster or leaflet 9% Food packaging 8% Product packaging 7% Promotional literature in bars, cafes etc. 5% Billboard advertisement 4% Ticket stub 4% Clothing 3% Business card 2% Business Establishment (door sign etc.) 1% Source: Lightspeed Research Base: Have used a QR code before Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 11. What actions did the QR code do? 56% Connected to a Website 13% Showed a video 13% Displayed text 11% Downloaded an app 10% Opened an App 8% Bookmarked a page Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 12. What have you used QR codes for? Obtain more information about a product 49 % Get a coupon or discount 23 % See exclusive content not found anywhere else 19 % Watch a video 14 % Download an application 13 % Enter a prize drawing/raffle 9% Locate something on a map 8% Play a music file 6% Other 9% Source: Lightspeed Research Base: Have used a QR code before Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 13. 1 in 6 have had problems… Problems experienced with QR codes QR Code was not detected by my phone 49 % QR Code was scanned but didn’t launch properly 47 % After scanning, action performed was different to what I expected 33 % Technical problems such as phone rebooting or freezing 25 % Other 4% Source: Lightspeed Research Base: Have had problems using a QR code Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 14. A final (positive) thought • 87% who have used a QR code felt it was a useful tool • 86% would like to see more A final final thought Augmented reality the next big thing? Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.
- 15. Thank you Ralph Risk, Lightspeed Research rrisk@lightspeedresearch.com : @rrisk : rrisk