SYDNEY: Most Australian consumers remain unfamiliar with QR codes, despite their rising popularity among marketers.

Econsultancy, the insights provider, and Toluna, the research group, polled 1,050 adults, and found 62% did not know what these tools were or how they worked, whereas 38% could answer such questions.

"QR codes seem to invoke a general divide amongst marketers – you either love or hate them," said Jake Hird, Econsultancy Australia's director of research and education.

"Despite a general enthusiasm amongst marketers for the mobile channel, it turns out that the majority of consumers seemingly don't even know what a QR code is."

Recognition levels rose to 51% for 18–34 year olds, versus 34% for 35–54 year olds and 17% for over 55 year olds.

Scores on this metric also stood at 44% for male participants, compared with 35% when considering women, another discernible demographic difference.

More broadly, 51% of consumers that were familiar with QR codes had used one during the last three months, increasing to 54% for males and only 46% for females.

Similarly, fully 55% of 18–34 year olds who were conversant with this marketing medium had discovered information in such a way over the prior three months.

Totals here dropped to 46% for their counterparts in the 35–54 year old cohort, and just 24% where contributors came in above 55 years of age.

  • CORRECTION: This story was amended on 19 November, 2012. The original version stated that 83% of consumers over the age of 55 years old were familiar with QR Codes. This figure was corrected to read 17%.
  • Data sourced from Econsultancy; additional content by Warc staff