A new study has revealed that those consumers who tend to scan quick response (QR) codes are also more likely to want to find out more regarding a product or service – and are therefore more likely to click through for further information.

The study – by mobile barcode designer, ScanLife – discovered that 62 per cent of all QR code scans are followed up with additional engagement of some kind with the product or service being promoted – most notably via clicking through to additional online information regarding the brand.

ScanLife says that the survey also revealed that many consumers found deriving information via a printed QR code to be an extremely convenient method of obtaining that information.

Commenting on the study, Mike Wehrs, chief executive officer and president of ScanLife’s umbrella organisation, Scanbuy, said:

“This new data from the ScanLife platform shows that QR Codes are actually reaching a marketer’s most important target because it allows them to convert interested consumers into customers.”

QR codes are usually printed in magazines, posters or on packaging and are ‘brought to life’ through being scanned by a suitable web-enabled mobile device, once the necessary app has been downloaded.

The scanning process links the phone to a designated page within the retailer’s website where more information and other promotional material is given.

QR codes can also be linked, if required, to appropriate social media sites.

The ScanLife study involved an analysis of more than 200 QR codes linking to businesses based in the US, Europe and Latin America.