In the midst of the growing industry pressure to force-feed these barcodes into the marketplace, we noticed a profound indifference being shown to QR codes by the one demographic that can make or break a trend — college students.
Unless QR codes become easier, more nimble, and can provide content that engenders a more meaningful connection to the brand or product, students will continue to shower them with apathy.
The best part of this article is that it is based on some hard data.
We put a QR code in front of 500+ college student and asked them to scan it. We didn’t ask if they *would*, we asked if they *could*. And despite the fact that over 80% of those students had the necessary tool (a smartphone), only 21% knew (or figured out) how to successfully scan it.
A niche market.