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Reston, Va.--Twenty million mobile phone owners in the United States used their device to scan a Quick Response (QR) code in the three-month average period ending October 2011, according to a recent comScore data report.

Among the mobile QR code scanners, 59 percent did so from home, while 44 percent scanned from a retail store. Twenty-one percent scanned while at work, and 11 percent did so outside or on public transportation.

Many retailers and businesses are turning to QR codes to catch consumers. The American Gem Society Laboratories, LLC recently added QR codes to a number of its documents to give users faster access to reports.

“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” Mark Donovan, senior vice president of mobile at comScore, said in a comScore release in August.

In June 2011, comScore found that 14 million Americans scanned QR codes on their mobile devices, and in August the company reported that more than one in three U.S. QR code scanners had a household income of $100,000.

“For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement,” Donovan continued.