Why QR Codes Are Just Plain Dumb
QR codes seem to be all the rage among event organizers. I increasingly see them being used at conferences in program booklets and on signage, but frankly, I can not understand the hype! The average attendee doesn’t know what a QR code is, doesn’t care what a QR code is and won’t use a QR Code so how in the world are they supposed to help your event?
Most People Don’t Have Smartphones
There are several reasons why using QR codes just doesn’t make sense. First, most people do not have smartphones. In fact, according to Nielson ~60% of mobile phones in the US are feature phones so right out of the bat, you’re excluding the majority of mobile phone users in the US.
Increased Complexity & Inconvenience Means Reduced Adoption
In order to actually use a QR Code, a user has to first download an app (some of which actually charge you!). After installing the app, when an attendees comes across a QR code, they then have to
Wait for the app to decipher the code and then
Wait for the app to open the website.
This process probably takes 10 to 20 seconds in most instances but it’s still probably faster to type a short URL like a bit.ly link.
In addition, scanning a QR code in public can be weird and uncomfortable. Other attendees are bound to stare at them and think to themselves, “What on earth is he doing?!’ because it’s very likely no one else is actually bothering to scan the code.
The Ideal Audience For QR Codes…Or Not
I was at a tech conference a few weeks back which was filled with early adopters and pretty much everyone had smartphones. In one of the sessions with about 100 participants, one of the slides was a QR code. As I looked around the room to see what everyone was doing I noticed two people holding up their phones towards the front of the room…and I would bet that only one of them was actually scanning the QR Code.
How To Actually Use QR Codes
The idea behind QR codes isn’t a bad one and there are certainly benefits like tracking/analytics. Unfortunately, I’ve seen far too many people use QR codes the wrong way. If you’re directing users to your website, then you should not be using a QR Code. The only time you should really be using QR Codes is when using them provides additional nuggets of value like access to special or secret sessions, discounts, or coupons. QR codes should also always be used with an actual URL (see example to right). This way you’re not leaving out the 6 in 10 people that with feature phones and providing access to the majority of smartphone users who don’t use QR codes.
The additional steps required to get to the same information and the lack of a value proposition make QR codes not as widely used by attendees as many organizers would have you believe. When smartphones operating systems (e.g. iOS, Android, Blackberry, etc.) make QR code readers a default function within the phone’s camera, there will likely be increased adoption of this tool. Until then, in most instances, QR codes are a waste of time to generate for events.
What do you think of QR Codes? Are they worthwhile? How do you see them being used at events?
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