Chapter 3:
Business Impact & User Value
This chapter reveals how people view the benefits of QR codes, what drives them to use QR codes, and how these behaviors shape your business strategy.
Most users believe that QR codes give equal value to both consumers and businesses.
Nearly half of users see QR codes as a fair exchange, where both sides benefit. This is a strong base for trust and shows how important it is to offer content that feels genuinely useful.
However, a meaningful share who think the business gains more reflect a steady concern that QR codes serve the company first by collecting data or cutting costs, rather than improving the customer experience.
The real challenge for marketers is to show that the customer gains more than they give. People need to feel that the time they save or the reward they get outweighs the simple effort of scanning or sharing information.
Businesses must actively validate that both sides benefit equally by overserving the customer with value and efficiency, and minimizing the impression that the code is a “gimmick” for corporate benefit.
People are strongly motivated to scan QR codes by the immediate, guaranteed benefits.
say they’ll scan QR codes if the value is evident without an incentive, trust depends heavily on placement and familiar visual design
Without an incentive, trust depends heavily on:
QR codes in trusted locations increase scan likelihood
Recognizable branding and design patterns build confidence
“User trust remains fragile. People avoid QR codes in low-credibility settings such as public flyers or unsolicited messages and reply on standard visual cues to judge safety.” Even so, a clear and immediate benefit can cut through this hesitation and encourage them to scan.
👉 Here’s what you should do: Adopt a “Maximum Value, Maximum Trust, Minimal Friction” strategy
More than half of the users support replacing printed URLs with QR codes
Acceptance is strong but not universal. Most users find scanning simpler than typing a URL, proving that QR codes are a functional alternative to typing in a link.
This also shows that product packaging is a high-trust placement, most users find QR codes convenient and trustworthy in this specific context.
While resistance is low, a meaningful share still want the option to type a link when needed, showing that most people are at least comfortable with the technology.
Pair the QR code with a short, branded URL to cover all user preferences. Treat packaging as a prime entry point, where trust is already high. If a URL is included, make it easy to type. The QR code should still serve as their faster choice for most users.
Why users actually use and prefer QR codes
More than half of the users support replacing printed URLs with QR codes
Users scan QR codes for practical reasons
49%
Access Information
Useful and exclusive content
55%
Save Time
Quick access without typing URLs
45%
Save Costs
Redeem discounts and deals
Consumers view QR codes as tools that simplify tasks and provide helpful information. They are not drawn to novelty-driven use cases unless that novelty includes real value. Campaigns must respect this preference by focusing on clarity, speed, and usefulness.
Here’s what you should do
Deliver immediate results by linking directly to the content, reducing steps. Provide clear value by ensuring the content offers something tangible. Steer away from low-value engagements.
Why users actually use and prefer QR codes
More than half of the users support replacing printed URLs with QR codes
Users scan QR codes for practical reasons
The shift is well-positioned for enthusiastic, broad acceptance. Many users are eager for codes that reveal more information and support richer product experiences. This confirms that they’re ready to embrace the added utility of QR codes over the basic UPC. Concerns are limited and relate mainly to scanning or security.
Here’s what you should do
Highlight not just the upgrade but the added value of digital link codes. Create richer content experiences, like linking to high-interest information. Reassure hesitant users by clarifying that the code follows GS1 and provides verified information to ease their security worries.
Show clear benefits so consumers feel their scan is worthwhile.
Strengthen trust with credible placements and branded, familiar visual cues.
Keep every step fast, clear, and reliable.
Combine QR codes with short, verified URLs on packaging to meet all user preferences.
Focus on useful, time-saving content rather than novelty.
Treat the move to GS1 Digital Link as an opportunity to deepen product engagement and customer relationships.
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