MGH’s QR Code Usage and Interest Survey 

February 2011 
 
1. Have you seen a QR code? 
 
70% 65%
60%
50%
40%
28%
30%
20%
10% 7%

0%
Yes No Don't know
 
 
 
A closer look at those who have seen a QR code: 
 
Gender Age

Men Women 18‐34 35‐54 55+

14%

49% 34%
51%
52%

 
 
 
Education Level Household Income 

<High School College/BA University+ < $25K $25‐ <$50K $50K+

11% 10%

21%
54% 35%
69%

 
   
© 2011 MGH Inc.      1 

 
2. Where have you seen a QR code? 
 
60% 56%

50% 46% 45%

40%

30% 27%
21%
20% 17% 16%
11%
10%
5%

0%

 
   

© 2011 MGH Inc.      2 

 
3. If you have seen a QR code, have you ever used one? 
 
60%
49% 48%
50%
40%
30%
20%
10% 3%
0%
Yes No Don't know
 
 
 
A closer look at those who have used a QR code: 
 
 
Gender Age

Men Women 18‐34 35‐54 55+

13%

49% 39%
51% 48%

 
 
Education Level Household Income

<=High School College/Associate < $25K $25K‐ <$50K $50K+

University+ 6%
11%

23%
26%
63% 71%

 
 
   

© 2011 MGH Inc.      3 

 
4. What did you use a QR code for? 
 
60%

53% 52%
50%

40%

33%

30%
26%
24% 23% 23%

20%

11%
10%

2%
0%
To get a  Access  Enter a  Sign up to  Access video Make a  Interact with  Other Don't know 
coupon,  additional  sweepstakes receive  purchase social media 
discount or  information more  properties 
deal information
 
 
   

© 2011 MGH Inc.      4 

 
5. Would you be interested in using a QR code, either for the first time or again? 
 
80% 70%
70%
60%
50%
40%
30% 21%
20%
9%
10%
0%
Yes No Don't Know
 
 
 
A closer look at those who would be interested in using a QR code: 
 
 
Gender Age

Men Women 18‐34 35‐54 55+

16%
32%
48%
52%
52%

 
 
Education Level Household Income

<=High School College/Associate University + < $25K $25K‐ <$50K $50K+

13% 12%

23%
52% 35% 65%

 
 
   

© 2011 MGH Inc.      5 

 
6. Why would you be interested in using a QR code? 
 
100%

90% 87%

80%

70%
64% 63%
60%
60%
53%
50%

40% 36%
31%
30%

20%
11%
10%
1%
0%
To get a  Enter a  Access  Make a  Sign up to  Access videoInteract with  Other Don't Know 
coupon,  sweepstakes additional  purchase receive  social media 
discount, or  information more  properties
deal information
 
   

© 2011 MGH Inc.      6 

 
7. How likely would you be to remember an advertisement with a QR code? 
 
80%

70%

60%
Somewhat 
50% 41%

40%

30%

20% Very 
31%
10%
16%
4% 6%
0% 3%
Likely Neither likely, nor  Unlikely Don't know 
unlikely 
 
 
A closer look at those who would be likely to remember an ad with a QR code: 
 
Gender Age

16% 29%
53% 47%

55%

Male Female 18‐34 35‐54 55+

 
Education Household Income

13% 12%
49% 21%
38% 65%

<=High School College/Associate University + <$25K $25K‐$50K $50K+

 
   

© 2011 MGH Inc.      7 

 
About the Survey
In February 2011, an online survey of 415 smartphone users was conducted on the Vision Critical
Springboard America panel. The margin of error – which measures sampling variability – is +/- 4.8%.
Discrepancies in or between totals are due to rounding.

About MGH
MGH is an integrated marketing and communications agency offering advertising, public relations, media
planning/buying, creative design and production, interactive (design, development and marketing),
market research, direct response, relationship marketing, social media and mobile marketing.

MGH maintains a diverse client base spanning multiple industries. Current clients include Marco’s Pizza,
Texas Instruments, Visit Baltimore, the National Aquarium, Baltimore International College, University of
Maryland University College, Towson University, Nobel Learning Communities, Ocean City, Md.,
Department of Tourism, and Smyth Jewelers.

Based in Baltimore, MGH is one of Maryland’s largest agencies, with more than $65 million in annual
billings. Visit http://mghus.com for more information on MGH and its services, or connect with MGH via:
Facebook at http://facebook.com/mghus ; Twitter at http://twitter.com/mghus ; or YouTube at
http://youtube.com/mghtv .
 

© 2011 MGH Inc.      8