My survey was conducted in San Francisco, the veritable Mecca of the planet for tech, so it only goes downhill from here. When I asked those who knew it was some type of “barcode” how they could decipher it, 35 percent answered “with their phone.” When I asked them to actually “read” it with their phone? Only 45 percent of those were able to do it, and it took an average of 47 seconds for them to take out their phone and find the application to read the QR code — not exactly a “quick response.” Remember that agencies are putting these on moving buses and highway billboards.
It’s clearly a case of “well it sounded good in the brainstorming meeting, and everyone other marketer is doing it.” How in the world do you expect people to play Quick Draw McGraw with their phones just to see your marketing message? Even if everyone knew what a QR code was and how to decode it, it would take the skills of an Aaron Burr to be able to snap them on a moving billboard target or a 2 second window on a TV.
Unless your campaign has a really interesting use for QR codes (NOT as a substitute for a URL), just leave that crap at home. Use that money for a better GoDaddy vanity URL.