Initially, QR codes were the biggest craze, with everyone and their mother talking about them. Unfortunately, they didn’t get as popular as you would think. While the idea behind a QR code is magnificent, it’s counter-productive only because people have to download special software to even read them.
The Logo Company, a company that provides clients with custom logo designs, just conducted a research survey consisting of 2,047 Americans. And the results? They read something like this:
- 53 percent of Americans haven’t ever used a QR code. Considering that more than half of them haven’t even touched QR scanner software, this begins to raise questions as to whether small businesses would really benefit from having them. 47 percent of people using QR codes, however, is still a significant amount.
- 71 percent of respondents said that QR codes are “pointless.” 68 percent of this particular demographic said that they’d rather just type in a company’s web address.
- People who were asked about the strangest locations they’ve seen QR codes in said they seen them across the line in subway stations, clothing, billboards, and nightclubs. All of these places have poor visibility and require you to get closer to the code, if it’s possible at all to get a clear image.
So, what lessons have we learned?
- Posting your company web address is much more essential than dropping a QR code. Anything that requires an extra software download will hinder access to those in a hurry. Many of the people passing by will not want to bother with it.
- If you are going to use these codes, place them on a highly-accessible flat surface where they can be read clearly. Shirts, pants, dark areas, and the non-passenger side of subway rails are all horrible ideas. You’d best place them behind a glass pane, on a well-lit area, or on an exterior wall.
- Include your web address within the code. Customers don’t like receiving useless information.
If you don’t want to bother with all the extra steps you need to take, it’s probably not worth it for you. Having your customers read information with proprietary software is a terrible way to engage them. If you’re going to hop into it, at least place your web address somewhere nearby so that they can explore your site without having to deal with app marketplaces. They do that enough on a daily basis.