Awareness of QR codes
More than half of the adult population (53%) has seen a QR code somewhere in the past month. Those who tend to be more familiar with these codes include:
- Urban dwellers (57% Winnipeg residents, versus 47% of those outside Winnipeg)
- Younger Manitobans aged 18-34 years (69%, compared to 58% among those aged 35-54 years and 33% of those aged 55 years and over)
- Those earning higher household incomes (66% of those earning more than $100,000/year)
- University and college graduates (62%)
How many people have actually scanned a code?
Only 14% of those who recalled seeing a QR code say that they have actually scanned a code with their smartphones.
Younger Manitobans (22% of those aged 18-34 years, compared to 6% of those aged 55 years and over) & men (20%, versus 8% of women) were more likely to have scanned these codes at some point.
14% of the 53% who can recognize a code is 7.42% of the general population who’re likely to scan your ad in Manitoba.
This is fairly close to the number of Manitobans on Twitter but less than a 1/3 of the number with smartphones, so I think we’re seeing a certain niche the format works for—youngish, affluent, educated guys.