Econsultancy: 11% of European users scan QR codes on outdoor advertising

According to research from CBS Outdoor, while 54% of European respondents are aware of QR codes, only 11% of people in the UK scan one when standing in front of an outdoor ad.

It should be noted that the outdoor advertising in the study only includes billboards and posters, and does not include media advertising.

The report also found that 75% of European city dwellers own a smartphone, up from 56% a year ago, so there is a huge opportunity to target them with mobile and interactive advertising.

Overall, the report found that people's awareness of interactive advertising technology is still relatively low.

Awareness of QR codes increased by 14%, but only 17% had heard of location-based coupons and check-ins, 14% knew about augmented reality, and awareness of NFC increased by 2% to 8%.

Awareness of interactive technologies

The report also asked users about their reactions to outdoor advertising. 11% of people have scanned a QR code, which is less than those who claimed to have downloaded an app (13%) and liked a brand on Facebook (16%).

32% of people said that outdoor advertising prompted them to look for more information online, 24% of people eventually completed their purchases online, and 7% of people purchased products through their mobile phones, showing that outdoor advertising still has a great influence on users.

Types of response driven by out-of-home advertising

via:Econsultancy