ComScore turned its analytic eye on mobile QR and bar scanning behavior and learned that most advertisers would like to reach these people. A person who scans one of these codes is statistically most likely to be a male between 18-34 years old with an average income of over $100,000, which is a statistical package that many marketers would find attractive.

Breaking this down a little further, 60.5 percent were male, 53.4 percent were between the ages of 18 to 34 , and 36.1 percent have a household income of $100,000 or higher.

Using data from June 2011, comScore found that 14 million mobile users in the U.S., which it said represents 6.2 percent of the total mobile audience, scanned a QR or bar code on their mobile device. Most of the time the location of the code was a newspaper, magazine or product packaging, and the person doing the scanning was either in a store or at home.

While many marketers seem to assume that QR codes are a good way to reach teens, actual numbers prove this to not be the case. Ypulse found fewer than one in five students have ever used them, and nearly two thirds of students didn’t even know what they were. Another 6 percent knows what they are but can’t figure out how to use them.

Ypulse is an independent, employee-owned research company and the leading authority on youth. It studies the opinions and behavior of tweens, teens, collegians and young adults in order to provide news, commentary, events, research and strategy for marketing, brand and media professionals.

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