Roughly 21 million American adults used mobile barcodes in 2011, according to eMarketer, representing 147 percent growth from the prior year. The research group expects barcode penetration to go even further over the next few years.
The main driver of that increased adoption will be smartphone use, eMarketer says. As shown in the graphic above, the research group expects roughly one out of every four smartphone owners to use mobile barcodes. That ratio held true in 2011, and the firm projects a 27 percent ratio for 2014.
But as smartphone adoption increases, a larger share of the entire U.S. adult population will be exposed to this technology. The total number of adults using mobile barcodes could nearly double, from 21 million to 39 million, as could the share of the overall adult population in the U.S. (from 8.9 percent to 15.7 percent).
As for the consumer behaviors driving mobile barcode usage, a near-majority say they would utilize the technology to access discounts, offers or coupons, according to a study conducted by Chadwick Martin Bailey. Additionally, 23 percent of respondents said they would use mobile barcodes to complete a purchase.