Mobile QR codes User behaviour

Early App and QR code scanning data from Love Lace exhibition

I promised updates on the data coming from the QR code implementation in the Love Lace exhibition so here are the results of the last 4 weeks since opening.

Already we’ve released updates to both the iOS and Android versions of the Love Lace App. Perhaps surprisingly it has been the Android App that has given us the most trouble. Carlos has been troubleshooting various Android devices and OS versions to make the QR code scanning work properly – something that has been made much easier on iOS because of the consistency of hardware and lockdown of other apps. Now, though both are humming along nicely.

In terms of downloads we’ve had 572 iOS and 165 Androids. And using Flurry we’ve tracked 3,126 sessions on iOS and 502 on Android.

But let’s jump to the meaty data.

When we designed this App the QR code scanning tool was built in to try to maximise the use of QR code scans in the exhibition. Of course users could still just browse the scrolling list of objects and artists if they wished, but we hoped to get the QR scanning up to a reasonably good level by reducing user friction.

Looking only at the iOS figures we can see that browsing is by far the preferred behaviour although we haven’t segmented this by location. Obviously the QR code scanning only works when the visitor is in the gallery and outside of the gallery any App use would involve the scrolling browser only.

233 items (objects and artist records) have been viewed a total of 6933 times using the scrolling interface.

The QR code scanner has had 844 scans including 45 failed scans and 17 non-exhibition codes. Many objects have not been scanned at all.

Where this becomes interesting at this early stage is when we overlay the scans on the exhibition floor plan.

(click to open this at full size in a new window/tab – 457kb)

Visitors enter this gallery space from the bottom left and then complete a circuit counter clockwise. The triangular grey area in the very bottom left is the exhibition title wall that has signed promoting the App and the free in-gallery wifi.

Not unexpectedly the first hemisphere of Room 1 followed by Room 2 attract the most scans. However after that things become interesting.

What is striking about the overlay is that the most popular object (Meghan Price’s Habitat Wave) is near the end of the circuit of this part of the gallery in Room 8 and this is a rare outlier, being surrounded by almost entirely unscanned objects. Similarly Room 6, full of smaller objects, has a cluster of scanned objects but these are comparatively low numbers.

The cluster at the top of Room 10 are a set of five QR codes linking to the Inter Lace microdoumentaries that are projected in a remixed form in this space. Visitors dwell for significant time in this area but from the low figures would not seem to be aware of the full versions of these documentaries that lie in wait on YouTube.


In the next few weeks we will be rolling out a newer version of the App which will incorporate both these documentary videos as well as the ability to ‘love’ objects and share them more easily. We will be able to compare this data with the scan and view data and see if there are any correlations. Then, in about six weeks time the moveME wifi triangulation system will also be integrated allowing us to overlay and correlate dwell times in the space against ‘actions’ such as ‘love’ or scanning.

Stay tuned for the results of that.