As we discussed on our blog a few weeks ago, there are a several surefire ways to screw up a QR code campaign. However, even when they are carried out to perfection, do these next-gen barcodes actually drive traffic to an advertiser's site?

A demographic analysis just released by comScore gives an in-depth look at who is actually taking part in QR coded ads and who is being left behind. The study analyzed nearly 14.5 million people who scanned at least one QR code in June 2011, making it one of the largest QR studies thus far. While more than 14 million people scanning QR codes sounds like a giant audience, in reality it only represents a little more than 6 percent of the total mobile population.

So, who are these tech-savvy, scan-happy consumers? Turns out that they are primarily young, affluent males who scan codes in printed magazines or newspapers from the convenience of their own home. Overall there were twice as many men as women who had scanned a QR code duri