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Study reveals underlying consumer interest in QR codes

Quick response (QR) codes and other new retail-related technologies have far more potential for consumer take-up than some commentators currently believe, a new study has revealed.

The study, by Hitachi Consulting UK – the research arm of consumer goods giant, Hitachi – found that despite only 12% of UK consumers claiming to have experience of scanning a QR code whilst out shopping, around 36% would be prepared to activate these codes if they were convinced that doing so would provide them with rewards, discounts or a better tailored retail experience.

This figure rose to 82% among 18 to 24 year olds – four times the percentage of those in this age group currently in the habit of scanning QR codes.

The study also revealed that 40% of respondents would be in favour of any technological innovations that would help reduce time spent at the check-out.

A slightly lower percentage was identified as believing that the provision of tablets or internet stations by shops to help retail customers carry out useful tasks, such as organising a home delivery or checking available stock, would also be a positive move.

Meanwhile, in the 18 to 24 age group, 71% of those surveyed said the best technological accessory would be a portable scanner that would automatically deduct the total amount to be paid and therefore avoid the need for queuing.

Hitachi Consulting said the study – which involved canvassing 1,000 shoppers – formed part of its quest to find the ‘Shopping Particle’ – the precise tipping point when a purchase decision is made according to the right combination of product, price and retailer.

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