Quick Response (QR) codes have emerged as a convenient tool for consumers and brands alike. From scanning menus at restaurants to accessing exclusive offers, QR codes streamline interactions and offer quick access to valuable content.
To better understand consumers’ experiences and attitudes towards QR codes, we conducted a survey that sheds light on how often they use them, their concerns, and what they expect from brands. Our findings provide insights that marketers can use to refine their QR code strategies and create more effective brand connections.
Do Consumers Like QR Codes?
Most (68%) consumers have used QR codes at least once in the last year. Gen Z (83%) and Millennials (81%) are more likely than older generations to use the technology. In fact, half of Gen Z (49%) and Millennial (51%) consumers use QR codes at least once a week!
Consumers are divided on how beneficial QR codes are to their daily life. About half (47%) say QR codes are useful, and one-third (32%) say they are valuable. Few say that they are enjoyable or educational, and few say that they are difficult or time-consuming to use. Overall, it seems that consumers view QR codes as a utilitarian technology – not something that is particularly enjoyable but, at the same time, not something that is a hinderance to their daily life.
How Are Consumers Using QR Codes?
Consumers use QR codes in a wide variety of ways, most commonly to access something they need like a menu, app, product information, tickets, or Wi-Fi.
- View restaurant menus: 48%
- Download mobile apps: 47%
- View product information: 43%
- Access Wi-Fi: 32%
- Tickets for events: 31%
QR codes enable businesses like hotels, shops, and restaurants to seamlessly give consumers information they need to make a decision or take another action. The best QR codes have an incentive to scan, such as getting a menu, and a call-to-action, like placing an order. Another great use of QR codes is to direct traffic to a brand’s website. Other clever uses of QR codes are to provide discount offers or coupons, enable easy sign-up to a newsletter, drive traffic to a social media account, and boost app downloads.
One exemplary use of QR codes is the Heinz “Join the Growing Movement” campaign, which aimed to promote sustainability behaviors. Consumers were able to scan QR codes on Heinz product bottles that directed them to an interactive website where they could make a pledge to engage in eco-friendly actions. Consumers were encouraged to share their commitment to sustainability on social media, generating great social buzz for Heinz.
What Can Brands Learn from Consumers’ QR Code Usage?
When they work best, QR codes do not cause consumers any unnecessary stress or inconvenience. They should not be a hinderance to consumers’ taking another step within a place of business like ordering a meal, deciding which product to purchase, or entering an event.
Consumers main gripe with QR codes is that they are too slow to load (28%). Companies should take care to ensure that their QR codes are quick and easy to access.
Given that consumers want fast and easy access to the information on the other side of the QR code, it is no surprise that consumers want brands to improve their QR code experiences by offering an easier user experience (33%) and increasing load times (25%).
When thinking about the user experience of the QR code, marketers should ensure that they are placed in an easy-to-access area. Businesses should also make sure the QR code takes the customer to a usable interface that adds value. Organizations should not use QR codes just to link to a video with no call-to-action, for example. The content on the landing page should also be optimized for mobile; for example, the interface should be fully on the screen with buttons that work. Marketers might also consider embedding tracking metrics in QR codes so they can measure consumer behavior.
Consumers are also concerned about their data security and privacy. One-third (29%) would like companies to ensure that their QR codes are safe and secure to use. Data security is particularly top of mind to consumers, with more QR codes – especially those used for financial transactions – being hacked by malicious actors.
Wrap Up
QR codes have become a staple in modern consumer behavior, driven by their practicality and convenience. However, as our survey shows, it’s not enough for brands to simply use QR codes—they must also ensure that they are intuitive, secure, and have a call-to-action. By addressing these consumer needs, marketers can maximize the potential of QR codes to drive website traffic, engage customers on social media, and strengthen overall brand awareness. With thoughtful implementation, QR codes can be a powerful tool in a brand’s digital marketing arsenal, bridging the gap between the physical and online worlds.
Methodology
This Research Roundup feature is brought to you by our market research division within TEAM LEWIS.
TEAM LEWIS surveyed 1,000 individuals aged 18 and older across the United States. The sample was census-balanced across age, race, gender, and region. Responses were collected in an online survey platform from February 26 to March 1, 2024. The respondents were independently sourced from Paradigm Sample.
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