My survey was conducted in San Francisco, the veritable Mecca of the planet for tech, so it only goes downhill from here
Funny that, I work in a techy area so I reckon everyone around me would know what it is and how to decode it, but I also know that elsewhere in the UK plenty of people know what they are and how to decode it, from doddering old women in the local council to museum curators. I can only assume that the survey was either flawed or carried out in the local idiot village.
I think the biggest issue with using it *in advertising* is that unless it's on a magazine page or a product people can hold in their hand, few are going to whip out their mobile and scan a street poster or wave it at the TV. They're very good for use in places like museums where they can link to more info on an item.
I find this use quite innovative:
http://www.usatoday.com/tech/news/2011-07-19-qr-codes-smartphones_n.htm