With the increasing ownership of smartphones across Europe, it is no wonder that more and more people are scanning QR codes.
comScore has released a new study showing that QR codes are now considered as commonplace when it comes to outdoor and magazine advertising. Within the EU5 (Germany, the United Kingdom, France, Italy and Spain), a total of 17 million people have scanned a QR code in the second quarter of 2012. That represents a year-on-year increase of 96%.
In the United Kingdom, where more than 15,000 people were surveyed, 11.4% of those who own smartphones in the country scanned a QR code in the second quarter of 2012. This represents an increase of 43% over the number recorded for the second quarter of 2011.
In Spain, QR codes recorded the highest number of scans from year to year, registering a 218% increase in just one year. In fact, 16% of the country’s population has scanned a QR code within the second quarter alone. Germany and Italy followed suit with increases of 128% and 75% year on year.
Germany also holds the records as having the highest percentage of smartphone users scanning a QR code at 18.6%. The average for the EU5 countries is only at 14%.
All in all, this is very good news for QR codes, especially for those in Europe. It just indicates that QR codes are now familiar to European consumers and they now have the equipment to scan them. This shows that for the biggest markets in Europe, marketers can use QR codes for their efforts. People in these areas will know what a QR code is and what to do with them. Now, the only thing they have to worry about is the content they are going to place behind the QR codes!
So who’s saying that QR codes are dead certainly did not see how Europeans are scanning them!
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