Data from comScore, Inc., shows that 14 million mobile users in the U.S. (6.2 percent of the mobile audience) scanned at least one QR code in June. Of those, 60.5 percent were male, 53.4 percent were in the 18-34 age group, and 36.1 percent had household incomes greater than $100,000. Users are most likely to scan codes found in newspapers and magazines and on product packaging. "For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement," Mark Donovan, comScore senior vice president of mobile, explained."
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