It is interesting to see how some companies are using QR codes on their marketing materials, but only a few take time to explain what they are and what to do with them.
For some, they can easily recognize a QR code and they know what to do with them. But not everybody does.
In fact, a recent study conducted by Dubit, a youth marketing and research agency in the United Kingdom revealed some interesting facts about QR code awareness, at least among 11 to 18 year olds there.
The study found that an astounding 72% of these teens did not have the required scanners installed on their phones, or are not aware that QR codes maybe read by their phones.
Also, 19% did not know what QR codes were when they were shown one. Some of these teeners thought that it was a stereogram 3D picture similar to magic eye. And only a third of their sample knew that these black and white boxes are called QR codes.
This is important because the youth is often the first ones to know about new technology and the first adventurous ones to try them out. Also, the companies in the United Kingdom have started using QR codes far before American ones.
This study highlights the importance of having instructions included into your QR code campaigns. Make sure that you use clear and simple language to explain:
- What a QR code is.
- What they can get from scanning it.
- What to do with it.
- Where they could get a scanner application.
Something as simple as adding easy to follow and clear instructions could guarantee the success of your campaigns. At the very least, it will drive up interest in your QR codes, and would help those people who want to scan it but have no idea how to go about it.
It doesn’t really have to be boring. Just take a look at how Ford Figo did it.
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