QR Codes Confuse Even Tech Savvy Teens, But Daily Deal Apps Deliver
QR Codes Confuse Even Tech Savvy Teens, But Daily Deal Apps Deliver
NEW YORK, NY August 9 — QR codes, those funky pixilated square graphics, are showing up everywhere these days: in magazines, on product packaging, on books, and in ads. But do they work?
Though QR codes have been around for several years, fewer than one in five students have ever used them, according to Ypulse, the leading authority on youth culture. In fact, nearly two thirds of students have no idea what they are, and some 6% have seen them but can’t figure out how to use them.
“We think of teens and college students as being so tech savvy that they can figure out anything, but QR codes have them somewhat baffled,” said Melanie Shreffler, editor-in-chief of Ypulse.
Even among those who have heard of QR codes, only 42% think they’re easy and useful. Some 13% think they are useful, but not easy to use, while another 9% think they are easy to access but not useful.
“Considering that QR codes direct users to online information, brands and retailers should also provide consumers with simple URLs, which don’t require a learning curve, to make sure everyone can access the information they want to share,” Shreffler added.
Deal Apps Popular
On the other hand, students are using daily deal apps, such as Groupon or Living Social. The vast majority have heard of the apps, and more than a third of students have used them. The top apps in the category are:
Groupon (32% of students have used it)
Barcode Scanner (21%)
Living Social (18%)
Foursquare (10%)
Students like the apps because they feature discounts on stores and brands they already like (60%) and help them find out about deals (54%).
Moreover, these apps are particularly well suited to the needs and interests of young shoppers. College students (21%) like them because
the apps keep them informed about what’s going on their community, which is especially important to living away from home for the first time. They’re also a great way to get guys into shopping; 26% of high-school and college-aged guys like daily deal apps because they make life feel more like a game.
Methodology
The results of this Ypulse Report are drawn from 1,300 interviews conducted among members of the SurveyU panel between May 20 and May 30, 2011.
Respondents for this survey were selected from among those who have registered to participate in surveys for SurveyU, a Ypulse-owned online research panel. Quotas were established based on gender, state, class year, and race. The data have been weighted using National Center for Education Statistics (NCES) data to reflect the demographic composition of U.S. high school and college students.
Because the sample is based on those who initially self-selected for participation in the panel rather than a probability sample, no estimates of sampling error can be calculated. All sample surveys and polls may be subject to multiple sources of error, including, but not limited to sample error, coverage error, and measurement error.
August 5, 2011