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Studies Show the Perfect Storm

It’s always encouraging to see reports showing strong growth in physical to mobile engagement, but what we have seen in the past few months is especially exciting.  That’s because not one, but four separate reports have been published recently that together paint a picture of how everything is now growing at the same pace.  Below are some of the highlights that show how both Smartphone users and marketers are bringing it all together.

Comscore – June 2012

In Comscore’s latest survey from April (published in June), nearly 20% of Smartphone users in America scanned a QR Code, up from 14% in May last year (a 43% increase).   More than two-thirds of Americans and Europeans who scan QR codes obtained information about a product, and the most popular source of scanning was product packaging (42%).   The most popular location for scanning was at home (57% of scanners).  Learn more.

Below charts from Economist:


Economist chart1


Economist chart2


Nielsen – May 2012

Nielsen looked at how Smartphones were used during the actual shopping experience, and they found that people relied most on their devices when more expensive purchases were being considered.  At electronics stores for example, the vast majority of Smartphone shoppers read reviews (73%), compare prices with other retail outlets (71%) and scan QR Codes to get more product details (57%).  Find out more.



Accenture – April 2012

1,000 U.S. consumers were asked whether they interacted with social media symbols while watching TV.  Amazingly, 20% engaged with Facebook, and more people scanned a QR Code than searched using a Twitter hashtag.  Most did so to get access to a deal or enter a sweepstakes.  Read more.



Econsultancy – June, 2012

Part of the reason people are scanning so much is because more and more codes are being published by marketers.  In fact, an Econsultancy survey released in June,  found that QR Codes are now the most used mobile tactic by marketers.  Agencies showed that they are more excited about apps with 54% saying their clients use them – compared to just 35% when the clients are asked.  Discover more.


To find out more about Mobile Engagement trends, discuss ideas and share best practices, check out the Exchanging Smarter Ideas on Mobile Engagement Linkedin group. Or simply visit

  • Filed under: research

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