IDEOLO Snapshot on QR Code Market Research in Europe. Take a look around data (comScore, Nielsen, Juniper Research, Localeze, Motorola, ...).

1. snapshot on MARKET RESEARCH
about QRCODE 2012, in Europe
PIANO DI COMUNICAZIONE
2012
Authors:
Luca G Zambrelli luca.zambrelli@ideolo.it,
Giorgio Marandola giorgio.marandola@ideolo.it
venerdì 2 novembre 12

2. Mobile Usage Statistics
64% of mobile phone time is spent on apps (Nielsen 2012)
13.4% texting, 11.1% browser, 5.5% social networking apps, 5.4% dialer, 5.3% email/IM, 2.3% music/video, 1.1% camera, 55.8% other apps
(Nielsen 2012)
In 2012, the U.S. saw a 55% increase in smartphone subscriptions to make for 98 million smartphone subscribers, representing nearly 42%
of all U.S. mobile users. (comScore 2012)
Local Search
61% of smartphone users make local searches from a device (Localeze/15miles Fifth Annual comScore Local Search Usage Study
February 2012)
49% of mobile and tablet users conduct local business searches on apps (Localeze/15miles Fifth Annual comScore Local Search Usage
Study February 2012)
Mobile Commerce
take a look Mobile payments are expected to quadruple to $630 billion by 2014 (Juniper Research)
around data 42% of mobile users browsed products, 32% read online reviews, and 23% purchased products on mobile in the last 30 days (Nielsen
(comScore, Nielsen, Smartphone Analytics December 2011)
Juniper Research,
Localeze, 39% of store walkouts, where consumers leave without buying, were influenced by smartphones (Motorola Solutions)
Motorola, ...)
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

3. (Mobile) Advertising
Facebook delivers 1 of every 4 online display ads (comScore 2012)
The global mobile ad market will grow from $3.4 billion in 2010 to $22.0 billion in 2016 (Berg Insight via B2B)
40% of males ages 18 to 29 like mobile ads “somewhat” or “very much” (eMarketer)
US mobile ad spend to reach $2.6B in 2012 (eMarketer)
Tablet owners more likely to purchase from online ads than smartphone owners, also more likely to request coupons from merchant
(Nielsen)
Text message and online display ads have the lowest consumer trust (26% and 27%, respectively), while websites and TV have the highest
(52% and 46%, respectively). (Nielsen)
Social Media & General Marketing
36% of tweets are worth reading, 39% are mediocre, and 25% are not worth reading at all (MarketingProfs March 2012)
21% of Pinterest users purchased a product after seeing a picture on Pinterest (PriceGrabber 2012 via MediaPost)
take a look
around data
(comScore, Nielsen,
Juniper Research,
Localeze,
Motorola, ...)
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

4. There's still need to explain what?
It is an fast interactive two-
dimensional code, free, through
which it is possible to communicate,
engage, interact.
The QR Code allows to attach to code information,
promotions, links to websites and social, email, website and
more.
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

5. 1 2 3
How does it works?
Open the App and framing the code with the camera. The app
recognizes the code and displays the information collected ... it's easy!
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

6. Demographic profile of smartphone users who
have used a QR code:
- Gender: male (51%) / Female (49%)
- Age: 18-34 (39%) / 35-54 (48%) / 55+ (13%)
- Household income: <€25K (6%) / €25K-€50K (23%) / €50K+ (71%)
- Education level: High school or less (11%) / College/Associate (26%) / University+ (63%)
Actions for which smartphone users have
used QR codes:
- To get a coupon, discount or deal: 53%
- Access additional information: 52%
- Enter a sweepstakes: 33%
- Sign up to receive more information: 26%
- Access video: 24%
- Make a purchase: 23%
- Interact with social media properties: 23%
- Other: 11%
- Don't know: 2%
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

7. QR Code Audience via smartphone
QR codes are now common in outdoor marketing campaigns and in magazines, so it seems
likely that 1 in 10 UK smartphone owners has scanned one of the codes.
However, in an online survey carried out with TolunaQuick in October 2011 we found that
19% of all UK consumers had scanned a QR code. You need to take into account that
those completing an online survey are likely to be tech-savvy, but it’s still surprising that
comScore’s total is so much lower a year later.
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

8. Use of QR Code in the European Market
Used QR Code up to 26% in EU5
Only 13% of European consumers have scanned a QR code within an outdoor advert,
according to research from CBS Outdoor and Kantar Media. This is despite that fact that
the study showed awareness of QR codes to be at 40%.
Smartphone owners in EU5 are 51.3% of the population (according to comScore) and the
number who had scanned a QR code to at least double to 26%.
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

9. Result of scanning QR Codes
< klikkapromo.it in Italy >
ComScore founds that 71.7% of scans are carried out to retrieve product information,
while the second most popular reason is to access event information (31.8%).
Marketers should focus on creating useful QR code campaigns that deliver timely
information, particularly when that information can be accessed at the moment of the
purchase decision when consumers are in stores and seeking that little something extra
(such as additional information, a review, comparison pricing, or a discount) that can tip
them in the direction to pull out their wallets and buy.
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

10. QR Code, report on awareness and usage
This is despite that fact that the study showed
awareness of QR codes to be at 40%.
Interestingly though, in comparison to other
interactive mobile technologies, QR codes are still
performing well.
The report, Interactive Europe, was based on
qualitative and quantitative analysis of 9,000
Europeans across 6 markets - exploring interactivity
in the context of ‘Out of Home’ advertising.
The report suggests that “the technologies with
greatest potential are those which simplify the user
experience” and that the mass use of smartphones
is bringing "added strength" to outdoor advertising.
Base: All Adults (9.024) Source: Kantar Media
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

11. Cool usage real, predictions or future
In Italy, Klikkapromo: 8.000 QR Code interactions in one week. Awesome!
Link http://www.retailwatch.it/Brand---Prodotti/Merchandising---Promozioni/Ottobre-2012/
Klikkapromo--8-000-interazioni-in-una-settimana-co.aspx
Engagement
Via QR Code you can take control of an interactive television.
Link http://www.qrcode.es/es/2012/11/innovacion-radical-en-el-uso-de-qr-codes-un-chrome-
experiment/
Interaction
QR codes that are invisible demoed by Fujitsu.
Link http://www.qrcodepress.com/qr-codes-that-are-invisible-demoed-by-fujitsu/8513641/
Future
Copyright 2012 - Ideolo Srl Proximity Marketing Agency - Tutte le informazioni riportate sono da ritenersi riservate - Documento confidenziale
venerdì 2 novembre 12

12. In questo momento stiamo lavorando principalmente per:
Poltrona Frau, Cassina, Cappellini, Salmoiraghi&Viganò,
Castelli1877, DHL Italia, Provincia di Brescia, Aeroporti
SEA, NTT Data.
Grazie per l’attenzione
Luca Guido Zambrelli luca,zambrelli@ideolo.it
+39.348.740.7624
Follow us on : Twitter - Youtube
venerdì 2 novembre 12