31% of US smartphone owners have texted or scanned a QR code to get more information or a special in-store deal, finds Vibes in a new study [download page] of mobile consumer behavior. The study – which details the rising influence of smartphone use in-store – indicates that 40% of these QR code-using consumers claim to have made a purchase they hadn’t planned to as a result of the information they received. Another 42% felt better about a purchase they were going to make.
Overall, the 31% of respondents having recently scanned a QR code represents a slight uptick from 27% last year. (More details on QR code scanning trends can be found here.)
Some in-store smartphone activities seeing rapid growth from last year include purchasing a product from a competitor (23% from 9%) and researching a product on the store’s website (40% from 20%).
Many of the 49% of respondents who report having compared prices on a competitor’s website while in-store used that information to their benefit. Specifically, looking at the actions taken after comparing prices, the study finds that a plurality 37% used the information to get a better price at the store where they were shopping. Another 10% just paid the marked price, resulting in 47% purchasing the item in-store. By comparison, 45% bought the item elsewhere, most commonly online at Amazon (31%).
About the Data: The Vibes Mobile Consumer Report was fielded by the independent panel research firm Equation Research. Responses were generated from a survey among 1,000 smartphone owners from their online opinion panel. All respondents are age 18 or older and living in the continental United States. The margin of error for the survey is +/-3.1 percent.