RESTON, VA, August 12, 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results of a study on mobile QR code scanning based on data from its comScore MobiLens service. A QR (“Quick Response”) code is a specific matrix bar code (or two-dimensional code) that is readable by smartphones. The study found that in June 2011, 14 million mobile users in the U.S., representing 6.2 percent of the total mobile audience, scanned a QR code on their mobile device. The study found that a mobile user that scanned a QR code during the month was more likely to be male (60.5 percent of code scanning audience), skew toward ages 18-34 (53.4 percent) and have a household income of $100k or above (36.1 percent). The study also analyzed the source and location of QR code scanning, finding that users are most likely to scan codes found in newspapers/magazines and on product packaging and do so while at home or in a store.

“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, comScore senior vice president of mobile.

I have read a couple of articles that have scoffed at 2D Barcodes hitting 6.2% of the US population quoted in this study. We are reminded that the USA is home to 350 million citizens. To these folks I would suggest that they go back and look at the early acceptance studies on the Internet usage. This phase of 2D barcode usage looks like the early Internet usage and will be followed by the "hockey stick" chart effect - a line that looks like it will go right off the chart. You can call me a cheerleader for the 2D barcode industry and I have no problem with that label, but what I would call your attention to is the fact that 2D barcode usage in Japan is 50% of adult cellphone users.

So ignore 2D barcodes at your own risk. Call them a fade or even ugly as one person put it, but don’t underestimate this trend. That light you see in the tunnel is an oncoming freight train. You have been warned!!!!

Best regards,

HV