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Print in the Mix

Consumers Not Yet Sold on the Value of QR Codes

Strategic marketing firm Russell Herder conducted an online survey of more than 500 male and female U.S. consumers, representing various ages, to gain insight into awareness levels of QR codes and attitudes towards their use.

Select findings from The QR Question:

• Overall, 72 percent of consumers say they have seen a QR code, yet nearly 30 percent of these respondents do not know what it is. Furthermore, nearly one in five consumers who regularly go online via their mobile phone do not know what a QR code is.

• Nearly four in five of those who have scanned a QR code have done so more than once.

• Less than one in three (31 percent) of those who have scanned QR code promotions say that what they receive in return is “always” or “usually” worth their time. More than half (52 percent) of repeat scanners say that “sometimes” what they receive in return is worth the effort, while a combined 17 percent say it is rarely or never worth the time that they spent.

To read the entire Print in the Mix Fast Fact and other print market research studies, go to Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council.

The 2012 officers of Printing Industries of America were installed recently. They include: chairman, Laura Lawton-Forsyth, president of Lawton Printing; first vice chairman, Timothy Burton, chairman and president of Burton & Mayer; second vice chairman, Jeff Ekstein, president and CEO, Willow Printing Group; secretary, David Olberding of 
Phototype; treasurer, Michael Wurst, CEO of Henry Wurst Inc.; and immediate past chairman, Michael Keene, president and CEO of The John Roberts Co. In other news, the PIA named Michael Marcian Sr., chairman and CEO of Corporate Press, Lanham, MD, as its Lewis Memorial Lifetime Achievement Award recipient.

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