14M QR or bar codes were scanned in June

QR codes and barcodes are increasingly making their presence known on store shelfs, windows and kiosks, but how many people actually scan those codes? At least 14 million users, or a little more than 6% of the total wireless subscriber base in the United States, scanned a QR or bar code on their mobile device in June, according to a new report from comScore Inc. (SCOR)
More than 60% of the mobile users that scanned a QR code or barcode during the month were male, 53.4% were between the ages 18-34 and 36.1% have a household income above $100,000, the study found.
Scanning took place at home by a large margin, which is interesting considering how much marketers and brands see codes as an opportunity to connect with consumers in store, venue or otherwise. Respondents were able to select more than one location to identify where they were when codes were scanned. Home comprised 58% of all scans tracked, while retail stores grabbed 39.4%, grocery stores clocked 24.5%, work got 19.7%, outside or on public transit represented 12.6% and restaurants grabbed 7.6%.
“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” said Mark Donovan, SVP of mobile at comScore. “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”