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What is the average scan rate on QR code campaigns?

  • I have noticed that direct mailers such as Bed Bath and Beyond and Gymboree are putting QR codes in their coupon fliers and brochures.  Most people don't know what a QR code is or how to read it.  Does anyone have metrics for the scan rate for QR codes embedded on paper mailers?  I assume it varies by call to action and value of the offer, but I'd love to know ball park for how many recipients actually scan the QR code and follow the link.

  • Answer:

    A few variables would come into play. You already mentioned the call to action. If there is just a box there, then why scan it out of curiousity. The other variable is the demographic of users. You would have a larger scan rate of a contest running in Palo Alto,CA that was displayed at Coffee Bean, as opposed to a QR code placed in a newspaper ad for Stater Bros in Fontana, CA. Overall, you should consider that adding a QR code is a cost effective way to link users to additional information. You are not sacrificing much space on your marketing material by adding a QR code. If you have a great graphics team *cough cough* then you can even have them modify the design to add value to your marketing message.

Juan Gallardo at Quora Visit the source

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Some companies have tried to pull down numbers around these QR code stats. Here's on example that might be useful: http://2d-code.co.uk/scanlife-q2-2012-infographic/. 120 scans/minute 60% of people scanning from home Majority of scans coming during the evening Largest campaign at 2MM scans You can also follow my blog at http://blog.msgme.com. I put out mobile marketing stats all the time with these types of metrics when I see them. Can do a sort by the Statistics category to just target various mobile marketing metrics.

Kane Russell

The average can vary greatly based on a number of factors including the number of 2D barcodes in circulation, audience behavior, code placement, and what kind of experience is being offered. However, if you're looking for a good example of what kind of success can be had using 2D barcodes you should read up on the Allure campaign that used Microsoft Tag. Last year, the magazine generated over 440,000 scans doing a simple giveaway and has decided to do it again this year. Here's a blog post on it if you want to learn some more: http://tag.microsoft.com/tag-in-action/success-story/t/the_allure_of_tag.aspx Nick Martin Online Community Manager Microsoft Tag

Nick Martin

You can find some good data—percentage of mobile users who scan and demographic data—in a ComScore study from last year here: http://www.comscore.com/Press_Events/Press_Releases/2011/8/14_Million_Americans_Scanned_QR_or_Bar_Codes_on_their_Mobile_Phones_in_June_2011 Aside from that info, it's good to know that scan rates vary dramatically depending on a number of factors. As Juan said above, a lot can be done with the design of the QR code to make it part of the overall marketing design. This makes the QR code far more intriguing and more likely to get clicks. Another factor is using the QR code to drive people to an appropriate site. QR codes shouldn't just go to a homepage that is short enough for someone to remember.  The real value of a QR code is to drive people to a product page or a deeper page where they can get targeted information quickly without typing in a long URL. That kind of strategy will help to give you a higher scan rate.

Jon Hussey

In national magazines, our recent study shows a QR scan rate average of 6.4%, with a median range from 4.5% to 5.9%.  These numbers are higher than direct mail rates.  The study is at http://www.nellymoser.com/action-codes/scan-response-rates

Roger Matus

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