Only 36% of British consumers know what QR codes are

"QR codes may be popular among marketers, but the vast majority of consumers (64%) don't know what they are for.
According to a survey of 794 online respondents by Simpson Carpenter, just 36% of consumers know what QR codes are for, while 11% have actually used them?
Does this lack of awareness mean that QR codes are not such a valuable tool, or do they target a smaller but potentially more valuable audience?"

Source:  Data from Simpson Carpenter, reported in Econsultancy, 5th September 2011