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QR codes quietly rise

Staff Writer
By Staff Writer, ITWeb
Johannesburg, 07 May 2015
BBM represented many South Africans' first exposure to QR codes, when it became the quickest way to "add a friend".
BBM represented many South Africans' first exposure to QR codes, when it became the quickest way to "add a friend".

One of the most mysterious emerging areas of e-commerce is the quick response code - generally referred to as the QR code - a machine-readable code that has silently gained momentum.

This is according to local research firm World Wide Worx, which is set to shed light on the take-up of the QR code in its upcoming Online Retail in SA 2015 study.

"Most people will know [the QR code] as a square, barcode-like pattern seen at points of sale or in apps like BlackBerry Messenger (BBM). The latter represented many South Africans' first exposure to QR codes, when it became the quickest way to add a friend on BBM," says World Wide Worx.

In the past year, however, it has quietly gained new life as mobile apps like SnapScan roped it in for payments at small merchants, flea markets and the like. It has also been appearing on print advertising, posters and window displays throughout the country.

QR code stats

According to World Wide Worx, by the end of 2014, more than 2.1 million South Africans were using QR codes, even as a debate raged around the question "are QR codes dead?" Of these users, 1.1 million were male, with female users only marginally behind, at 1.04 million.

"Mobile payment systems are quickly becoming mainstream, and it will be fascinating to see how the more mechanical systems like QR codes compete," says World Wide Worx MD Arthur Goldstuck. "Ideally, there should be room for any system, with each one finding its ideal niche. But there are no certainties in a sector that is moving so fast."

QR code use is strongly age-related, with 673 000 users in the peak age group of 25 to 34. In contrast, the 15 to 24 segment amounts to only 471 000, while 494 000 are aged from 35 to 44. A similar amount (425 000) makes up the 45 to 65 age group. Usage drops significantly with retirement age - the 65+ age group comprises 88 000 users.

A detailed breakdown of QR code use and demographics will be included in Online Retail in SA 2015, done in collaboration with market research organisation Ask Afrika and set to be released next month.

Data from Ask Afrika's Target Group Index, a research project with a sample of more than 15 000 respondents annually, will provide demographic and behavioural components of the report.

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