When I shared my blog post last week on the benefits of QR codes for integrated marketing on Google+, I got a few comments about how QR codes were outdated and not beneficial which served as the primary inspiration for this blog post. It is only fair to play devil’s advocate and highlight some of the major criticisms of QR codes.
"Geolocation Specific QR Code," © 2011 Michael Kappel, used under a Creative Commons Attribution-NoDerivs license http://creativecommons.org/licenses/by-nd/2.0/
QR Code Stats Don’t Scream Adoption
A recent study by Nielsen found that 61% of the U.S. population owns a smartphone; that’s just about 191.5 million people owning smartphones. In 2012, a study from Pitney Bowes found that only 19% of U.S. consumers reported having scanned a QR code. Not quite the statistics that scream QR code penetration or adoption. In addition, here are some other consumer behavior statics about QR Codes that paint a pretty bleak picture:
- 79% of people haven’t even heard of QR codes BUT 81% know a QR code when they see it, 2012 Consumer Pulse
- When asked about the usefulness of information from QR codes, only 41% said the information was useful while 42% had mixed feelings and 18% thought the information was not useful, 2012 Consumer Pulse
- 57% of those who scanned a QR code did nothing with the information they received, 2012 Consumer Pulse
- On average, across the US, UK, France and Germany, QR codes have been used by 27% of 18-34 year olds
QR Codes Aren’t Used Correctly
They aren’t used correctly by marketers or consumers. While it’s true that QR codes can go anywhere, that doesn’t mean they should go everywhere. For example, the toilet paper QR codes could have been nixed. There is even a website that highlights the weirdest and most obscure uses of QR codes called WTF QR Codes. Putting QR codes everywhere, even if it’s impossible to scan, is mistake number one for marketers. QR codes probably shouldn’t be on moving vehicles, in places with little or no internet connectivity (subways, airplanes, etc) or on billboards along the highway. Mistake number two is sending scanners to sites that are not mobile optimized or sites that are not even remotely related to the original advertisement. That certainly does not make the user experience painless. Finally, consumers do not use QR codes correctly, primarily because they don’t know how. When someone sees a URL, it is almost instinct to type that into your internet browser if you are interested in learning more. If someone sees a QR code, most don’t realize you need a special app to scan the code on your phone. What’s more, Harte-Hanks found that only 35% of QR codes evaluated had instructions and 43% did not include any call to action next to the code. All in all, QR codes are misunderstood and if they are going to go anywhere, marketing and consumers alike need to learn more about them and how to use them properly.
Image courtesy of WFT QR Codes, @wizzcashloans.
QR Codes Have Been “Replaced” with Newer Technology
Many people argue that QR codes are outdated and that newer, more advanced technology has effectively signed the death certificate for QR codes. But what are these other technologies that have replaced QR codes and are they really viable replacements?
SMS Short Codes- Those shortened telephone numbers you can text to enter a contest, donate to a charity, or get more information about something. While every mobile phone has the ability to text making this technology easier to adopt than QR codes, not every consumer is willing to text random numbers and open themselves up for potential spam and viruses. SMS short codes are definitely a viable alternative to QR codes, although not exactly light-years ahead of them from an innovation standpoint.
Augmented Reality Apps- Companies like Aurasma have created apps that activate a video or animation when certain images are recognized by the mobile camera on your phone. Sounds pretty cool except it has the same hurdle as a QR code: you still need to download a special app.
Mobile Apps & Barcodes- Some apps, like the Weight Watchers app, trigger mobile interaction with the scanning of an existing UPC bar code. Pro: UPC codes are on virtually every consumer good and package/label making it far easier for consumers to understand. Con: you still need to download the app, actually you need to download a separate app for every company you care to engage with
QR Codes Have a Poor Mobile Experience
In general, I think we can all agree that there have been very few QR code campaigns that have created an exceptional mobile experience. Why is that? First, a lot of QR codes take users to sites that are not mobile optimized or to information that is not useful or relevant to the marketing material that prompted them to scan the QR code in the first place. Second, the process is quite long and allows for consumers to lose interest. You need to find the QR code, get out your phone, find your QR code scanner app (or download one if you don’t already have one), wait for the app to launch, position it perfectly in front of the QR code to get it to scan and then wait for the site to load. Odds are the scanner will probably lose interest at some point and give up before they ever get the information. Third, there have been no mobile phones produced that come with a QR code scanner standard. This fact deters people from adopting QR codes as it creates the long process detailed above. If you could just take out your phone and scan perhaps more people would be willing to adopt the technology.
All in all, the jury is still out on QR codes. Could they be widely adopted by the masses if phones came standard with a scanner and people learned how to use them? Perhaps. But that’s a lot of ifs. Is it more likely that technology will make QR codes obsolete (if it hasn’t already)? Perhaps. We will just have to wait and see.
P.S. Let me know if I missed any of your biggest complaints about QR codes!