Most consumers know of QR codes. However, while 45.7% have noted or scanned a product’s QR code, only 18.5% regularly use them. There seems to be a tendency of higher, regular use when trust in food safety is lower and checking seen as an individual responsibility. In China, 39% scan QR codes regularly.
The numbers increase drastically if QR codes gave access to detailed information on the product’s origin and authenticity. Then 65% would become regular users, indicating that QR codes hold an untapped potential for companies to share what’s behind their products. Companies who can to make consumers realize that the QR code is the gateway to information they seek can establish a direct channel with consumers and differentiate their products.