ComScore: 14M Americans scanned mobile barcodes in June
Fourteen million U.S. mobile subscribers scanned mobile QR codes and barcodes in June 2011, representing 6.2 percent of the overall U.S. mobile audience, according to new data published by digital research firm comScore. Consumers were most likely to scan codes found in newspapers or magazines (49.4 percent of scans) and on product packages (35.3 percent), comScore reported. The firm added that users are most likely to initiate scans while at home (58.0 percent) or while in a retail store (39.4 percent).
The average code scanner is male, accounting for 60.5 percent of the scanning audience. Consumers between the ages of 18 and 34 constituted 36.8 percent of the scanning segment, followed by users between the ages of 35 to 44 (19.6 percent), 18 to 24 (16.6 percent) and 45 to 54 (12.4 percent). In addition, comScore reported that 36.1 percent of all scans originate via consumers with household incomes of $100,000 or more.
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