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Research Dubit

QR codes could be big hit with teens, if only they knew what to do with them

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By The Drum Team, Editorial

March 15, 2011 | 3 min read

Youth research, marketing and interactive agency Dubit has released the results of a study into awareness of Quick Response codes with teens which finds that brands using QR codes could be on to a winner, if only teens knew what to do with them.

A stand out statistic is that 72% of 11-18 year olds either don’t have the software required to read QR codes or aren't aware their phone can read them.

When shown an image of a QR code only 43% correctly identified that it could be read by a mobile phone, while 19% admitted they didn’t know what it was.

Despite this lack of awareness among participants, 74% of those who have used QR codes believe them to be worthwhile.

Other stand-out findings include:

• Only 43% believed they could be read by a phone

• 8% of girls thought they were a magic-eye picture

• Only 33% knew they were called QR codes

• The most popular use for them was to receive vouchers or exclusive content

• Liking the brand on Facebook or being taken to a brand's page was less popular than receiving directions

Paula Cubley, head of marketing at Dubit, said: “Although this research highlights a lack of awareness with teens, it goes to show that when the technology is being used it is being done affectively. What’s missing is the messaging alerting teens to the opportunities. Marketers can’t just stick a QR code on a poster or in an advert, teens need to be told what to do with them. It might even be advisable to suggest places to download QR code readers. Considering teens are very much attached to their mobile phone this lack of awareness is surprising.”

She added: “It might not be rocket science that teens like discounts and exclusive content but what is interesting is that they are prepared to receive such content through the use of QR codes.

“Historically, when compared to Americans, Britons have been adverse to using coupons and vouchers. However, the popularity of Groupon and the promotion of Facebook Deals and Foursquare have made the practice more acceptable. What our research shows is that QR codes may be the way to get these vouchers into the hands of teens.”

Research Dubit

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