2D Barcode Spend Fades Faster Than Phone Batteries
About 65 percent of marketers no longer use 2D Barcodes, the technology consumers complained about sucking battery juice out of their phones. Surveyed for the first time in 2011, marketers seemed to be quickly adopting QR Codes, SnapTags and other 2D tech. But that year, a little more than 40 percent of marketers bought into what now appears to have been a fad, according to Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
Fast-forward to 2016, and only about a quarter of marketers surveyed said they were investing in the tech, says Target Marketing’s analysis of six years of “Media Usage Survey” data. The “2D Barcodes” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
This is the first item in the “technologies and tactics” area of the report, now that Target Marketing’s given readers snapshots of all of the channels covered in the surveys. And right away, 2D Barcodes show as less popular than the least popular channel — telemarketing, which nearly 60 percent of marketers reported not using.
The overview reads:
“Technology and Tactics: This section includes the technologies and tactics behind the media channels marketers are using. We only began collecting this data for 2011 vs. 2012, so the timeline covered is slightly shorter than the media channels. Charts reflect answers to this question: ‘For each of the following marketing tactics and technologies, do you plan to increase, decrease or keep consistent your budget this year vs. the year before?’ ”
2D Barcode Marketing, 2011-2016
The report’s excerpt about this technology reads:
Marketers remain doggedly resistant to the charms of 2D barcodes (QR Codes, SnapTags and the like). A greater percentage (65 percent) indicated they didn’t use this technology during 2016 than in any previous year. Additionally, only 30 percent increased, or even maintained, their level of use of this technology, reflecting a steady decline from the 51 percent seen increasing or maintaining their use five years ago.
Marketers probably aren’t using this technology because consumers never embraced barcode reader technology on their smartphones. Mobile device operating systems were slow to integrate QR code readers into standard OS packages, and no single, dominant 2D barcode universal reader standard emerged. At any rate, mobile users opposed downloading multiple barcode-reading apps onto their phones and pulling up a specific app when faced with an ad.
Related story: Telemarketing Reaches Record-Low Popularity