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local market
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knowledge and experience. Europe
London, United Kingdom
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Incorporated in May, 2000 Munich
Servicing clients across the globe Paris
Local client service and delivery team Wetzlar
Online research panels in 27 countries
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Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

2. Our services
Mobile Custom
Panels
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Omnibus Online
Surveys Panels
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

3. QR Code study
• Study to 1000 UK consumers who have a smart phone
• Conducted online at the start on November 2011
• Asked about their behaviour and opinions around QR codes
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

4. QR Codes
70%
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

5. Where are they spotted
33%
62%
41%
27% 8%
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

6. So are they actually using them?
Proportion who have used a QR code
38 %
36 %
31 %
29 %
25 %
21 %
Total Male Female 18 – 34 35 – 54 55 – 64
Source: Lightspeed Research
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

7. Why not?
29%
27%
12%
8%
3%
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

8. Non users understanding of QR codes
Which of these actions do you think QR codes can do?
Get more information about a product 50 %
All of these 31 %
Get a coupon or discount 29 %
See exclusive content not found elsewhere 20 %
Download an application 14 %
Enter a prize drawing/raffle 13 %
Locate something on a map 10 %
Watch a video 5%
Play a music file 4%
None of these 4%
Source: Lightspeed Research
Base: Have not used a QR code before
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

9. Frequency of usage – last 6 months
16-20 times 20+ times
2% 4%
11-15 times
3%
Once
21 %
6-10 times
17 %
2-5 times
54 %
Source: Lightspeed Research
Base: Have used a QR code before
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

10. Where were the QR code(s) you used?
Magazine or newspaper advertisement 32 %
Websites 11 %
A poster or leaflet 9%
Food packaging 8%
Product packaging 7%
Promotional literature in bars, cafes etc. 5%
Billboard advertisement 4%
Ticket stub 4%
Clothing 3%
Business card 2%
Business Establishment (door sign etc.) 1%
Source: Lightspeed Research
Base: Have used a QR code before
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

11. What actions did the QR code do?
56%
Connected to a Website
13%
Showed a video
13%
Displayed text
11%
Downloaded an app
10%
Opened an App
8%
Bookmarked a page
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

12. What have you used QR codes for?
Obtain more information about a product 49 %
Get a coupon or discount 23 %
See exclusive content not found anywhere else 19 %
Watch a video 14 %
Download an application 13 %
Enter a prize drawing/raffle 9%
Locate something on a map 8%
Play a music file 6%
Other 9%
Source: Lightspeed Research
Base: Have used a QR code before
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

13. 1 in 6 have had problems…
Problems experienced with QR codes
QR Code was not detected by my phone 49 %
QR Code was scanned but didn’t launch properly 47 %
After scanning, action performed was different to what I expected 33 %
Technical problems such as phone rebooting or freezing 25 %
Other 4%
Source: Lightspeed Research
Base: Have had problems using a QR code
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

14. A final (positive) thought
• 87% who have used a QR code felt it was a useful tool
• 86% would like to see more
A final final thought
Augmented reality the next big thing?
Copyright © 2011 Lightspeed Research. Proprietary and Confidential. All rights reserved.

15. Thank you
Ralph Risk, Lightspeed Research
rrisk@lightspeedresearch.com
: @rrisk
: rrisk