Pitney Bowes Survey Finds More Consumers Activating QR Codes

STAMFORD, CT—Jan. 15, 2013—According to a new Pitney Bowes report, Quick Response (QR) codes are gaining increased acceptance among consumers in North America and Europe. QR code usage, as reported by more than 5,000 consumers surveyed, stands at 15 percent on average and 27 percent for consumers in the 18- to 34-year-old group. Such were the findings of research commissioned by Pitney Bowes.

There are two compelling elements of this emerging marketing tool:

• First, it crosses traditional and digital channels, adding value to both marketing avenues, and is delivered through a mobile channel that is fast becoming the preferred channel among consumers. Consumers have responded most to QR codes found in magazines, and on consumer packages and mail pieces.

• Second, QR codes, when implemented as part of a cohesive marketing campaign are highly measurable. As marketers experiment with applying big data to marketing campaigns, QR codes give a transparent view of customers as they travel across channels on their way (hopefully) to a transaction or, at least, to a delightful customer experience.

According to Forrester Research, in 2012, only 1 percent of adults in the U.S. with a mobile phone had used a 2-D barcode reader. In 2011, that number rose to 5 percent. The Pitney Bowes survey found a steady rise and pegs QR code usage in the United States as now being 19 percent.

Six tips for marketers implementing QR codes in campaigns:

1. Focus on printed pieces such as magazine ads or packaging.
2. Attach a message to communicate to the customer the value of scanning the code.
3. Offer a mobile-friendly landing page.
4. Use QR codes to integrate digital and physical marketing programs.
5. Measure and analyze results.
6. Acknowledge, thank and reward your customers.

Download the full QR code use report.

About Pitney Bowes
Pitney Bowes provides technology solutions for small, mid-size and large firms that help them connect with customers to build loyalty and grow revenue. The company’s solutions for financial services, healthcare, legal, nonprofit, public sector and retail organizations are delivered on open platforms to best organize, analyze and apply both public and proprietary data to two-way customer communications. Pitney Bowes is the only firm that includes direct mail, transactional mail, call centers and in-store technologies in its solution mix along with digital channels such as the Web, email, live chat and mobile applications. It is a $5.3 billion company with 29,000 employees worldwide.

Source: Pitney Bowes.