Recent research undertaken by customer communication technology specialist Pitney Bowes has identified a gap in Britain’s use of QR codes and suggests there is an emerging trend for marketing executives to make the most of.

The research found that the greatest use of Quick Response (QR) codes was from traditional publishers of printed media, such as magazines, with more than 14% of UK readers scanning the codes. However, the use of QR codes in other areas was seen as poor with less than 6% of consumers scanning codes from their bills, statements or TV screens.

Despite the low usage of QR codes, the report is optimistic that usage in the UK is increasing and marketing strategists should be incorporating the technology into new drives.

The use of QR codes can be easily measured and their versatility means they can be applied to several media types, from simple print to on-screen digital versions, providing a multi-platform approach to new marketing campaigns. Additionally, the QR codes can be more strategically placed geographically and demographically.

Ryan Higginson, Vice President at Pitney Bowes, said:

“When new technologies emerge there is often inertia amongst businesses, but QR codes, if used correctly, have huge potential. British businesses should be encouraged to utilise them creatively as an additional avenue to interact with their customers.”

Intelligent use of QR coding can prove beneficial to both businesses and clients. For instance, a bar code on a credit card bill could link a customer to secure payment site. This gives the customer an opportunity to save time and potentially leads to fewer late payments for the company.