About one-third of smartphone users (32 percent) have used a QR code, and 70 percent say they would use one, according to an MGH survey. The company surveyed 415 smartphone users last year. With Ad Age reporting that large companies like Macy’s are building consumer awareness of the bar codes (the retailer launched the Backstage Pass campaign shown above more recently), these numbers may already be climbing. However, there are obstacles to overcome.
“Poor internet connection, slow load times and outdated phones all contribute to an inconsistent experience for consumers,” Ad Age writes. Laura Marriott, CEO of NeoMedia, a QR company, adds that people are reluctant to download the mobile apps or think that using the codes are a “hassle.”