New York—QR codes, the most common of the mobile barcode formats, have not fulfilled their promise in connecting with large audiences, according to a report by consultancy eMarketer.
According to the company's report, “QR Codes: Marketers Keep Hitting Go, but Consumer Adoption Still Slow,” smartphone users who will have scanned a mobile barcode will edge up from 25% to 27% from 2011 to 2014, reaching nearly 38.6 million adults. However, the study reveals that QR code users want deals and discounts, while brands want to deliver information. Consequently, most only scan a QR code once and afterward forgo the practice, the company said.
“Until marketers move beyond the practice of pushing content to consumers via mobile barcodes and instead give consumers what they want, many consumers will continue to consider their first mobile barcode experience their last,” eMarketer said in a statement.