Are people using QR codes in Winnipeg?

Probe Research prepared an omnibus survey for the Canadian Marketing Association on QR code usage in Manitoba. Here’s the results (sample size: 1000 adults).

A few people are using QR codes. While not broadly adopted, a small segment of Winnipeggers could form a target market for whom QR codes in advertising work.

Awareness of QR codes

More than half of the adult population (53%) has seen a QR code somewhere in the past month. Those who tend to be more familiar with these codes include:

• Urban dwellers (57% Winnipeg residents, versus 47% of those outside Winnipeg)
• Younger Manitobans aged 18-34 years (69%, compared to 58% among those aged 35-54 years and 33% of those aged 55 years and over)
• Those earning higher household incomes (66% of those earning more than $100,000/year)
• University and college graduates (62%)

How many people have actually scanned a code?

Only 14% of those who recalled seeing a QR code say that they have actually scanned a code with their smartphones.

Younger Manitobans (22% of those aged 18-34 years, compared to 6% of those aged 55 years and over) & men (20%, versus 8% of women) were more likely to have scanned these codes at some point.

14% of the 53% who can recognize a code is 7.42% of the general population who’re likely to scan your ad in Manitoba.

This is fairly close to the number of Manitobans on Twitter but less than a 1/3 of the number with smartphones. The niche market this may work for are youngish, affluent, educated guys who are very comfortable with technology.

This article originally appeared on Erica Glasier: Oversocialized.