Gretchen Wieners would be happy. After years of trying to make QR codes happen, it seems they’ve actually, you know, happened.

At least that’s the finding of a new survey of almost 7,000 U.S. consumers by Origin, Flowcode (who may have a vested interest here) and LoopMe. 

The biggest takeaway was that 95% of the people surveyed reported knowing how to scan a QR code. Something that would not have been the case back in March 2020.

Whether they actually can or not (positioning that camera can be tricky) the fact that they felt they could, should the need arise, is telling, and bodes well for the future of actionable/interactive TV commercials.

There were some other telling findings as well.

• 60% of viewers aged 18-34 had scanned or attempted to scan a QR code on TV

• Men (39%) are somewhat more likely to scan QR codes than women (29%)

• Heavy streamers are nearly twice as likely to scan a QR code than light streamers

• 48% of viewers selflessly claimed that “learning more about what is in the ad” would cause them to scan a code versus the 52% who admitted that getting a special discount or deal would be their primary impetus

• Only 16% of respondents claimed not to trust QR codes

• An optimistic 93% were not overly worried about running out of time to locate their phones and scan the code before the commercial was over.

All in all it’s a good showing for the future of QR codes in TV commercials, especially the findings about people knowing what QR codes are and using them to learn more about a product.

As Fred Godfrey, Origin’s CEO and the guy who turned me on to this study noted, “The number of clients who want to use QR has increased dramatically over the last year or so, and having some actual research to back up the strategy we go with and the results we see will help massively as we try bigger and better ideas.”

This is an excellent point, for while TV is an effective direct response vehicle, the real value is in branding and it’s easy to see how an advertiser might run an image ad campaign with a QR code that encourages consumers to learn more about a new product or service. 

The key will be placement: there are some shows where viewers are happy to hit pause and see what the QR code turns up and others (a sporting event with a close score, a drama with a cliffhanger) where any sort of distraction will be unwarranted.

Still, it’s one more tool in TV’s arsenal, albeit one no one would have predicted just three years ago.