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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #267: The
numbers on QR codes</span><br>
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<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">February 1st, 2012</span></p>
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<p style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2012/01/4cast-qrcode.png"><img
class="alignleft wp-image-2509"
style="margin-right: 4px;" title="QR code"
src="cid:part2.08010306.08080207@oplin.org"
alt="" height="86" width="86"></a>Surely
you've heard about <a
href="http://www.libsuccess.org/index.php?title=QR_Codes">QR
codes</a> by now, and maybe your library is even
exploring ways to put them to good use. Public
libraries don't seem to be as advanced in their QR
experiments as academic libraries, which is
logical when you think about it - the college
students that use academic libraries would seem to
be the prime demographic for QR codes. So far,
however, QR experiments overall, even among
college students, have had mixed results as you
can see from the recent surveys cited below.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.sconul.ac.uk/publications/newsletter/53/11.pdf">Using
QR codes in the library at Leeds Metropolitan
University</a> [pdf] (SCONUL Focus/John
Bottomley) "The survey results showed that c.75%
of those interviewed knew about QR codes, had a
phone that could read them and thought that
adding them to the floor plan key would provide
extra benefit. However, about half said we
should also publicise what QR codes were and how
to use them before we added them to library
materials, so perhaps knowledge about QR codes
was not as ubiquitous as it appeared."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.archrival.com/ideas/13/qr-codes-go-to-college%5BArchrival%20research">QR
codes go to college</a> (Archrival/Don
Aguirre) "QR codes do enjoy a high-level of
awareness among college students yet only a
fraction (21%) could properly scan and activate
the code. Why the discrepancy? According to our
findings, students simply struggled with the
process. Some didn't know a 3rd party app was
needed, many mistakenly assumed it could be
activated with their camera, and others just
lost interest, saying the activity took too
long. This could be why 75% of students said
they were 'Not Likely' to scan QR codes in the
future."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://urbanscale.org/news/2011/11/20/week-46-qr-or-not-qr/">Week
46: QR or not QR</a> (Urbanscale/Adam
Greenfield) "A strong theme that emerged - which
we certainly found entirely unsurprising, but
which ought to give genuine pause to the
cleverer sort of marketers - is that, even where
respondents displayed sufficient awareness and
understanding of QR codes to make use of them,
virtually no one expressed any interest in
actually doing so. As one of our respondents put
it, 'I've already seen the ad, and now I'm going
to spend my data plan on watching your
commercial? No thanks.'"</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="https://www.brooklynmuseum.org/community/blogosphere/2012/01/04/qr-in-the-new-year/">QR
in the New Year?</a> (Brooklyn Museum/Shelley
Bernstein) "Of the visitors that scanned the
code on the entrance tags, an average 3.37% of
those users (.059% of total visitors) scanned
the codes that were placed on objects. That may
seem very low overall, but finding the codes we
had placed on 30 objects out of the 3000+ on
view, was a bit of a task - I'm honestly
surprised the numbers were as high as they
were."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Fail
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">You may
get a chuckle out of some of these <a
href="http://econsultancy.com/us/blog/8669-11-dubious-uses-of-qr-codes">11
dubious uses of QR codes</a>, but there are also
some good lessons here. Learn from others'
mistakes.
</div>
<div style="text-align: left;"> </div>
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<div style="text-align: justify;">The <strong><em>OPLIN
4cast</em></strong>
is a weekly compilation of
recent headlines, topics, and trends that could
impact public
libraries. You can subscribe to it in a variety
of ways, such as: <br>
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<ul>
<li style="text-align: justify;"><strong>RSS
feed.</strong>
You
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<li style="text-align: justify;"><strong>Live
Bookmark.</strong>
If you're using the Firefox
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