3.5 The Current Status of Providing and Accessing Library and Information Services
3.5.2 Service Offering
3.5.2.1 Quick Response (QR) Codes
Quick Response (QR) codes were created and freely released by Denso-Wave in 1994 in Japan (Mohamed, 2014; Walsh, 2009). They contain far more information than a normal barcode within a limited space because they store information both horizontally and vertically unlike conventional barcodes that store information only in a horizontal manner (Lo et al., 2013; Walsh, 2011). QR codes most commonly contain a universal resource locator (URL) but other information can be used within the codes such as telephone numbers or up to 700 words of text (Elmore and Stephens, 2012). To acces the content of a QR code, one needs a mobile phone with a camera that also has a freely downloadable QR scanner (application).
When the scanner is open and projected to the QR code, it will access the content of the code
75
such as go to the web address, so in effect can link to video, audio or web pages that display further information.
Walsh (2009) observes that QR codes are more popular in Japan than any other part of the world, consequently most mobile phones sold there have a QR reader software already installed. Accorindg to Pulliam and Landry (2010), QR codes embrace the following characteristics that make their use advantageous. (1) QR code is dynamic. If a QR code is linked to a URL, and the URL changes, you can revise the underlying data without having to alter the code’s image. (2) QR code is well-designed, with a higher capacity than other matrix codes. (3) QR code also supports great size variability and error correction capabilities such that up to 30% of damaged or obscured data can be restored. (4) QR code is enriching in that it ties the physical object to the digital object. They also can deliver content with a great depth of interactivity.
QR codes have predominantly been exploited in the commercial sector for marketing campaigns, job advertisements, fliers and public notices (Mohamed, 2014). However, of late university libraries are also using them in a number of ways. One of such uses is the marketing of library resources. In this regard, Ashford (2010) reported that the University of Amsterdam Library uses QR Codes to promote their mobile library catalogue by appending the code to their promotional materials. Similarly, the Rockhurst University Library uses QR codes to promote its events and services, advertise the hours for the library, share how to find the Ask a Librarian chat service, and promote library exhibits (Lo et al., 2013). Harvard University libraries, conversely, use QR codes mainly as a reference tool. In this case, QR codes are linked to finding aids such as call-number maps and floor plans as well as to online research guides (Wilson, 2012). QR codes are further used to promote the circulation of print books. Dempsey (2011) reports that the top 400 circulating books at Miami University Libraries have QR codes on the front cover that links users to a website of books by the author on the subject. This helps to expose such books to these readers, and increases the likelihood that such readers would also read these books. QR code uses at Huddersfield University, according to Walsh (2011), include providing a link from print to electronic journal holdings and books, and bringing external resources into the library. With regard to the former, QR codes are pasted on boxes containing print journals and books that links patrons to electronic copies of these materials. As for the latter, shelf ends display QR codes linking to external resources that may be of use to students in a particular discipline.
76
Although university libraries are making efforts to promote the use of QR codes by embedding them in library services, the response from patrons has been muted whilst usage has largely been low. Ratajeski and Kraft (2015), for instance, used QR codes to promote e- books at the Alumni Library at the Cleveland Clinic and Falk Library of the University of Pittsburgh. The study concluded that the total number of QR code scans in a two-year time span (February 2012– February 2014) were very low. A number of other related studies (Mahomed, 2014; Lo et al., 2013; Schultz, 2013) have all shown that library patrons have a positive attitude towards the use of QR codes in libraries although there seems to be a knowledge gap pertaining to what QR codes are, and the usage itself has been low for libraries that are currently using them. A study conducted by Schultz (2013) on the appropriateness of using QR codes at Ryerson University Library and Museum of Inuit Art in the USA indicated that approximately 19% of the patrons interviewed knew exactly what QR codes were with another 47% knowing what they were only after showing them the application saying they knew them but didn’t know their name. Though knowledge of QR codes was slightly higher, usage was very low as the 32 participants observed during the study, only 1 patron was seen scanning the QR code at the museum during the site visit and another one indicated that he had scanned it on another visit. Additionally, more than half of the patrons not observed using QR codes stated that they had not used them before. Over 50% of the respondents expressed positive feelings about QR codes.
Another study conducted by Elmore and Stephens (2012) at Loughborough University Library revealed that although awareness and use of QR codes in the UK was increasing, usage was still low. For instance, over the four-week period in which this project was done, the QR codes were accessed only 33 times in total. On average, one code was scanned every day of the pilot project. Yet another study done by Mohamed (2014) at the University of Cape Town Library in South Africa found that some students had problems in grasping what QR codes were. The study also found that the library was not using QR codes at the time but 90% of the respondents indicated their willingness to use them if they were introduced.
Overall, a good number of the respondents in the studies reviewed in this section seem not to be aware of what QR codes are. This reflects what Walsh (2009) observed that only few people outside of Japan are aware of QR codes. He, therefore, advised that libraries need to market QR codes if they are to make effective use of them.
77