When QR codes started popping up everywhere a few years ago, I couldn’t have been more disinterested. Nothing could convince me to go through the steps to scan a QR code. “So... it’ll just direct me to a website that I could probably get to anyway with a 2 word google search and a click? No thanks.” My phone already felt crowded with underused apps, and I didn’t see myself using the QR app frequently enough to justify having it take up space in my menus.
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| My first QR Code Scan |
A few months ago, though, a video game (Guacamelee!) had a secret area with a QR code on the wall. I caved. After a minute or two, I finally was able to scan it. What came up was just text: “Congratulations! You successfully identified and scanned a QR code! Great Job!” (A practical joke by the developers of the game). Needless to say, it took a lot to get me to scan my first QR code, and doing so was a huge let-down.
Since having the app, I’ve scanned a few more QR codes (on product packaging mostly), and all of them have left me thinking, “well, that was a waste.” Usually it directs me to a generic website (pepsi.com... cool) that’s not optimized for a phone. QR codes with this function only serve as an annoyance, and leave me wondering why companies bother with them at all.
I tell the story of my experience with QR codes, because I feel like it is just about typical:
check them out once, have a disappointing experience, and almost never scan again.
According to this study by comScore, 50 percent of mobile phone users have scanned a QR code before at least once in their life. However, the study showed that in the month of June, 2011, only 6.2% of mobile users scanned a code. So clearly most people who have tried it did not become frequent scanners (or even monthly scanners). My guess is that many of those 6.2% were first or second-time scanners.
This week I’ve asked a couple dozen friends how many QR codes they’ve scanned before. Everyone said they’ve scanned once, but the highest count I got was, “about 5.” No one I asked is a regular scanner.
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| QR Code for this Blog |
Why don’t people become regular scanners? Companies are using QR codes improperly. This column on MarketingLand.com sums it up nicely with its list of “5 Reasons for the Death of QR Codes.” But to me the best point made is, “In many cases, the mobile experience sitting behind the QR code is a disappointment.” Companies are shelling out QR codes that are conditioning us to be annoyed by them.
So are QR codes useless? No. They can awesome when used correctly. I saw a cool use of them just recently. In a building at Stanford University, the conference rooms had QR codes on the doors with, “scan for room availability” written under them. This is actually practical, because that information would be otherwise somewhat tedious to attain.
A comment on the aforementioned column suggests some other uses for QR codes, like one that instantly adds an event to a calendar, or one on a take out menu that initiates a call to the restaurant. Unfortunately, clever uses like these are rare to find in today’s QR codes.
All in all, the public’s perception of QR codes has been demolished because of their overuse in places where they only make things more difficult. Often times they feel like a scam; taking advantage of peoples curiosity for some cheap advertising. QR codes should be used sparingly, and only in situation that truly save the user time. In my opinion, they’re most useful (and least disappointing) when the user knows what to expect once the scan goes through.
Hey Andres!
ReplyDeleteI really enjoyed reading your blog post and love your take on QR codes. I also had a similar experience with QR codes. I was disappointed the first time I used it and did not find them to be very useful. Your point that QR codes “can be awesome when used correctly” couldn’t be more true. Many people are blind to the true potential of QR codes due to the ineffective ways they are used. For instance, it's not really efficient to put them on a moving vehicle or in a place where reception is extremely hard to obtain. For this reason, I think the location and placement of QR codes is extremely important.
I also love how you give a practical example of QR codes being used effectively at Stanford University. I definitely wouldn't mind seeing that idea being implemented at the SJSU library. Overall, great post!
Andres,
ReplyDeleteYour "first QR code scan" story was perfect. That's basically the feeling that usually comes from a QR code: "maybe this will be cool! .... oh. well, that's a minute of my life I'll never get back." You also pointed out something that I don't think anyone else touched on: QR codes never seem to go to mobile websites. They KNOW you're going to be scanning it to your phone, but somehow a twelve-column interactive flash-based website is the PERFECT choice for a link destination.
Practical QR codes always surprise me, since they're so rare. Your example of seeing room availability is great. I've also seen "scan here for a secret discount code," which is nice since you get a payoff. Panera has QR codes posted in-store to see additional "secret" menu items. Useful QR codes like these give me a glimmer of hope for their future, but people need to stop putting them on stupid things.
(Also, I like the computer reaction pictures you have in a few of your posts. You should try to keep that up. I honestly feel like I'll come back in a few weeks just to see if you continued the series...)