Chapter 1

Likelihood to scan QR Codes

Very likely

33%

Likely

41%

Unlikely

26%

Preferences

74% of consumers are likely to scan a QR Code.
(33% very likely, 41% likely)
Only 26% said they’re unlikely to scan.

‍

Opportunity

At a glance, this is a green light for marketers. QR Codes are no longer a novelty. They’re expected. However, scanning is not the default; it’s a value-for-action trade. This sets the tone for everything else.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Likelihood to scan QR Codes

52%

41%

Baby Boomers: Born 1946-1964

26%

43%

31%

Generation X: Born 1965-1980

16%

37%

47%

Millennials: Born 1981-1996

14%

46%

40%

Generation Z: Born 1997-2012

Very Likely

Likely

Unlikely

Preferences

Millennials and Gen Z are the most enthusiastic. Close to half of Millennials and Gen Z say they're very likely to scan QR Codes during retail sales. Only a small portion is unwilling due to discomfort and habit.
Gen X falls in the middle. While over a quarter of them say they’re very likely and 43% likely to scan, 26% remain hesitant. This group is open, but unconvinced. This is where showing the value from each scan will carry more weight.
Baby Boomers are more cautious. Only 7% are very likely to scan, with a majority saying they're unlikely. They're aware, but need more incentive or familiarity.

Opportunity

QR Codes resonate most with Millennials and Gen Z during big sales. Boomers remain largely unengaged, while Gen X sits in the middle, leaning positively. The trend is in line with a typical technology-related adoption curve.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Likelihood to scan QR Codes

24%

40%

36%

Male

28%

42%

30%

Female

Very Likely

Likely

Unlikely

Preferences

Both men and women show strong interest in scanning QR Codes during BFCM.

Men slightly lead in enthusiasm, compared to women
Women skew more toward somewhat likely and have a higher share of those still unsure or unlikely to engage.

Opportunity

There’s broad openness across genders, but men show slightly more confidence or habit in scanning QR Codes. Both segments are ripe for activation with the right motivators.

Note: The surveyed demographic has voluntarily self-identified as one of two genders.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Likelihood to scan QR Codes

Group A

Group B

Group C

30%

45%

25%

Below $25,000

30%

43%

27%

$25,000 - $34,999

34%

44%

22%

$35,000 - $49,999

23%

47%

30%

$50,000 - $74,999

26%

39%

35%

$75,000 - $99,999

21%

35%

44%

$100,000 - $149,999

22%

38%

41%

$150,000 - $199,999

30%

38%

33%

$200,000+

Very Likely

Likely

Unlikely

Preferences

Group A: Up to 27% are very likely to scan, while 45% are likely.
Group B: Within this group, those earning between $75K–$99K are the most eager.
Group C: Interest is strong, especially among those earning $100K–$150K.

Opportunity

Group A shows high-engagement potential with up to 72% showing willingness to engage with QR Codes. Group B shoppers remain the strongest segment for consistent QR Code engagement, and Group C brings momentum if the value is clear.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Likelihood to scan QR Codes

20%

38%

42%

Northeast

30%

41%

29%

Midwest

26%

43%

31%

South

28%

40%

32%

West

Very Likely

Likely

Unlikely

Preferences

Shoppers in the Northeast show the strongest interest. 42% are very likely to scan, with another third open to it.
Midwest audiences are more cautious: fewer than 30% say they’re very likely to scan a QR Code, while another 30% say they’re unlikely to scan at all.
In the South, intent is high—almost one-third are very likely to scan, and over 40% say likely.
West shoppers fall in the middle. They’re open to scanning but have a slightly higher share of skeptics compared to the South and Northeast.

Opportunity

The Northeast leads in enthusiasm for QR Code scanning, making it a great region to prioritize in your campaigns. Midwest audiences may need more compelling incentives or clearer calls to action to engage at the same level.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes safe?

Yes

39%

Somewhat

37%

12%

I don’t think about it

12%

Preferences

39% feel confident
37% are on the fence‍
12% find them unsafe

Opportunity

The trust is there, but not fully earned. While nearly half of the respondents say they feel safe using QR Codes, more than a third could lean either way. This “silent middle” poses both a challenge and an opportunity. Brands must proactively bridge the trust, securing the scanning experience through clear branding, credible design, and transparent expectations. A QR Code should never feel like a gamble.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes safe?

20%

26%

38%

16%

Baby Boomers: Born 1946-1964

13%

11%

36%

40%

Generation X: Born 1965-1980

35%

51%

Millennials: Born 1981-1996

44%

43%

Generation Z: Born 1997-2012

Yes

Somewhat

I don’t think about it

Preferences

Millennials are the most trusting and find QR Codes safe to use.
Gen Z is not far behind, but more lean towards uncertainty than complete confidence.
Boomers show the least confidence. A high share either distrusts them or haven’t formed an opinion.

Opportunity

Millennials and Gen Z show the most trust. Older shoppers are still skeptical or unaware. Assure a safe user experience and collect pointed feedback from older customers for their lack of engagement.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes safe?

11%

38%

44%

Male

13%

17%

36%

35%

Female

Yes

Somewhat

I don’t think about it

Preferences

Men report higher confidence in the safety of QR Codes.
Women express greater safety concerns, with over twice as many women as men finding QR Codes unsafe.

Opportunity

Women are on the fence, but a branded, exclusive, and secure experience can tip the scales.

Note: The surveyed demographic has voluntarily self-identified as one of two genders.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes safe?

Group A

Group B

Group C

16%

10%

38%

36%

Below $25,000

10%

19%

29%

43%

$25,000 - $34,999

14%

12%

48%

27%

$35,000 - $49,999

13%

12%

41%

33%

$50,000 - $74,999

12%

39%

$75,000 - $99,999

11%

33%

47%

$100,000 - $149,999

11%

15%

26%

48%

$150,000 - $199,999

14%

39%

40%

$200,000+

Yes

Somewhat

I don’t think about it

Preferences

Group A: Around 39.5% say they feel confident using QR Codes.
Group B: The average confidence drops slightly to 33%, indicating some hesitation. Interestingly, confidence dips before rising again at the top range of the group.
Group C: Trust jumps back up, with 45% saying they feel safe scanning QR Codes in retail.

Opportunity

Group B shoppers are the most skeptical about QR Code safety. A little more assurance can go a long way if you're targeting this group. Branded design, secure URLs, and a clear sense of where the scan will lead can help close this trust gap. Group C shows higher trust levels, potentially due to greater exposure to reliable QR Code implementations.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes safe?

13%

12%

37%

38%

Northeast

14%

13%

35%

37%

Midwest

10%

12%

36%

42%

South

10%

12%

40%

39%

West

Yes

Somewhat

I don’t think about it

Preferences

Confidence in QR Codes is highest in the South.
The Midwest shows more skepticism.

Opportunity

For the Northeast, West, and South, keep experiences consistent. In the Midwest, uncertainty lingers, so focus on trust building.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes effective?

Very effective

23%

Somewhat effective

33%

Neutral

36%

Somewhat ineffective

Very ineffective

Preferences

23% think they see real value and impact.
33% think they’re somewhat effective, demonstrating a growing belief in their utility.
36% think they’ve likely used them but are on the fence.
9% think they’re ineffective.

Opportunity

Most shoppers are either convinced or open-minded about QR Codes, while a small group thinks they don’t work. But a large “neutral middle” isn’t entirely sold. That’s your biggest opportunity. Show them better experiences, smoother journeys, and real post-scan value. Use case studies, smooth UX, and benefit-first messaging to win them over.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes effective?

11%

52%

26%

Baby Boomers: Born 1946-1964

35%

36%

19%

Generation X: Born 1965-1980

28%

31%

34%

Millennials: Born 1981-1996

30%

39%

26%

Generation Z: Born 1997-2012

Very effective

Somewhat effective

Neutral

Somewhat ineffective

Very ineffective

Preferences

Millennials and Gen Z are the biggest believers in QR Codes. They’ve likely used QR Codes more often across retail, events, restaurants, and digital touchpoints, so their positive view stems from familiarity and function.
Gen X follows with a mostly favorable perception, though slightly more neutral. They’ve adopted QR Codes, but their experience isn’t consistently impactful. This group wants practicality; if a QR Code saves time or effort, it works. Otherwise, it's forgettable.
Boomers are the most skeptical. They’re more likely to fall in the neutral or less effective categories. This could be due to discomfort with scanning, lack of perceived value, or technical hiccups. Their limited engagement leads to weaker impressions.

Opportunity

QR Codes are already working, but they’re not working hard enough, especially for older generations.

For Millennials and Gen Z, double down on advanced flows: fast checkout, loyalty unlocks, and gamified offers. This group expects efficiency and delight.
For Gen X, emphasize ease and utility. Show how QR Codes simplify tasks like accessing detailed product info or skipping lines. Save their time, and they’ll see the value.
For Boomers, bridge the trust and clarity gap. Use branded, visually clear QR Codes with preview text and strong guidance (“Scan to get 10% off—no sign-up needed”). A guided experience builds confidence.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes effective?

30%

33%

27%

Male

41%

32%

19%

Female

Very effective

Somewhat effective

Neutral

Somewhat ineffective

Very ineffective

Preferences

More men find QR Codes very effective, while women are on the fence.

Opportunity

Men report higher confidence in using this technology, so aligning QR Code use cases with their behaviors or preferences may encourage quicker adoption.

Conversely, women may need a more explicit demonstration that scanning a QR Code delivers real value. Don’t assume effectiveness—design for it.

Note: The surveyed demographic has voluntarily self-identified as one of two genders.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes effective?

Group A

Group B

Group C

39%

30%

21%

Below $25,000

40%

31%

23%

$25,000 - $34,999

39%

31%

17%

$35,000 - $49,999

42%

34%

18%

$50,000 - $74,999

34%

35%

23%

$75,000 - $99,999

25%

34%

31%

$100,000 - $149,999

38%

28%

26%

$150,000 - $199,999

35%

18%

$200,000+

Very effective

Somewhat effective

Neutral

Somewhat ineffective

Very ineffective

Preferences

Group C sees most potential in QR Codes.
Group A remains skeptical.

Opportunity

Win over skeptics with great execution. The case is already made for Group C; just keep the user experience consistent.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are QR Codes effective?

34%

30%

27%

Northeast

39%

33%

16%

Midwest

32%

34%

26%

South

39%

31%

21%

West

Very effective

Somewhat effective

Neutral

Somewhat ineffective

Very ineffective

Preferences

The Northeast and South find QR Codes very effective.
The Midwest and West are neutral, hinting at growing belief but not yet full trust.

Opportunity

Belief is highest in the Northeast and South. Midwest users may need to see better executions or results. Reinforce effectiveness through real examples and reliable experiences.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What makes a shopper pick up their phone to scan a QR Code?

Curiosity

14%

Deal or coupon

41%

Faster checkout

13%

Product info

12%

Other

Don't scan

20%

Preferences

People love a good discount; 41% of shoppers scan for deals or coupons
14% are curious about what’s behind the scan
13% want a faster checkout
12% scan for product information

Opportunity

Make QR Codes your go-to for exclusive offers and easy access to product details and reviews. Bake QR Codes into your buyer journeys for quick payments and tap into their curiosity with fun, unexpected content.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What makes a shopper pick up their phone to scan a QR Code?

18%

14%

38%

15%

Male

21%

11%

44%

13%

Female

Curiosity

Deal or coupon

Faster checkout

Product info

Other

Don't scan

Preferences

Men and women scan mostly for promotional offers and to find out what’s behind a QR Code.

Opportunity

Savings is the strongest hook. Take advantage of curiosity and ensure your QR Codes are highly scannable.

Note: The surveyed demographic has voluntarily self-identified as one of two genders.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What makes a shopper pick up their phone to scan a QR Code?

43%

11%

38%

Baby Boomers: Born 1946-1964

20%

12%

11%

46%

Generation X: Born 1965-1980

12%

14%

17%

40%

16%

Millennials: Born 1981-1996

16%

41%

27%

Generation Z: Born 1997-2012

Curiosity

Deal or coupon

Faster checkout

Product info

Other

Don't scan

Preferences

Nearly half of Gen X shoppers are driven by deals.
Gen Z and Millennials are also driven by discounts and deals, followed by faster checkout and curiosity.
38% of Boomers scan for deals, but that being said, Boomers remain largely unengaged.

Opportunity

Gen X scans QR Codes to save. Gen Z and Millennials scan for speed. Boomers will engage if there’s value, but many opt out entirely. Deals are the top hook across all ages, but Gen X favors them over others. Use these motivations to up your scan rates and conversions.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What makes a shopper pick up their phone to scan a QR Code?

Group A

Group B

Group C

22%

10%

38%

17%

Below $25,000

21%

14%

11%

29%

24%

$25,000 - $34,999

26%

13%

41%

12%

$35,000 - $49,999

20%

10%

47%

12%

$50,000 - $74,999

20%

13%

12%

42%

12%

$75,000 - $99,999

14%

16%

40%

15%

$100,000 - $149,999

17%

13%

14%

50%

$150,000 - $199,999

23%

11%

13%

41%

13%

$200,000+

Curiosity

Deal or coupon

Faster checkout

Product info

Other

Don't scan

Preferences

Everyone loves a deal, but triggers shift with income.
Deals and coupons remain the top driver across all groups.
Faster checkout becomes more attractive above $99K.

Opportunity

Deals work at every income level. Add speed and exclusivity for Group C. Reduce friction and highlight savings boldly for Group A.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What makes a shopper pick up their phone to scan a QR Code?

19%

13%

48%

10%

Northeast

24%

10%

43%

15%

Midwest

18%

12%

15%

40%

15%

South

18%

16%

13%

37%

14%

West

Curiosity

Deal or coupon

Faster checkout

Product info

Other

Don't scan

Preferences

Deals and coupons are popular across the board
The Northeast and Midwest are the most deal-driven regions.

Opportunity

Promotions remain the top motivator. Double down on discounts and bundled offerings.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What does the shopper expect when they scan a QR Code?

Product details or specifications

42%

Discounts

56%

Option to buy online / add product to cart

26%

Customer reviews

19%

Price comparison

22%

Loyalty & reward program

17%

Other

Don't scan

18%

Preferences

56% of shoppers expect promotional offers or discounts, scanning for immediate, tangible value.
42% of shoppers look for more information about the product.
26% of shoppers also look for online, hassle-free purchasing options.
22% of shoppers are interested in price comparisons.
19% of shoppers check reviews before making a purchase.
17% of shoppers are motivated by loyalty or rewards programs.

Opportunity

A clear theme here is that scanning must feel worthwhile. Consumers don’t want to explore without a clear purpose; they want resolution. For marketers, that means intent. The QR Code is the ultimate call to action, and what follows needs to be frictionless, relevant, and rewarding. Place your QR Codes in the right places and advertise what is in store if they scan. The CTA must match the placement, and the outcome must be crystal clear and worth their time.

But what if it’s not worth their time?

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What does the shopper expect when they scan a QR Code?

39%

11%

50%

31%

Baby Boomers: Born 1946-1964

20%

17%

20%

18%

25%

61%

41%

Generation X: Born 1965-1980

20%

28%

24%

34%

56%

48%

Millennials: Born 1981-1996

23%

27%

28%

34%

55%

47%

Generation Z: Born 1997-2012

Product details or specifications

Discounts

Option to buy online / add product to cart

Customer reviews

Price comparison

Loyalty & reward program

Other

Don't scan

Preferences

Millennials and Gen Z expect clear product details, reviews, and the option to purchase online.
Gen X wants more offers.

Opportunity

While younger users won’t say no to a great deal, they also want QR Codes to do more than inform; they expect action. For older users, offering great deals is the way to go.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What does the shopper expect when they scan a QR Code?

16%

17%

25%

21%

29%

55%

46%

Male

20%

17%

19%

18%

24%

56%

38%

Female

Product details or specifications

Discounts

Option to buy online / add product to cart

Customer reviews

Price comparison

Loyalty & reward program

Other

Don't scan

Preferences

Both genders consider discounts and product details to be most important.
Women favor online checkout options as the next key area of focus
Men favor customer reviews and price comparisons.

Opportunity

Men and women want purchase clarity and promotional offers. Make your QR Code experience informative, but don’t skip the social proof and price breakdowns, especially with the male audience.

Note: The surveyed demographic has voluntarily self-identified as one of two genders.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What does the shopper expect when they scan a QR Code?

Group A

Group B

Group C

21%

16%

19%

16%

21%

44%

25%

Below $25,000

21%

19%

30%

21%

27%

52%

35%

$25,000 - $34,999

22%

18%

13%

17%

18%

57%

44%

$35,000 - $49,999

15%

20%

23%

20%

25%

62%

40%

$50,000 - $74,999

18%

14%

18%

31%

60%

43%

$75,000 - $99,999

16%

26%

23%

31%

54%

49%

$100,000 - $149,999

15%

20%

25%

20%

23%

59%

48%

$150,000 - $199,999

23%

15%

18%

14%

29%

55%

49%

$200,000+

Product details or specifications

Discounts

Option to buy online / add product to cart

Customer reviews

Price comparison

Loyalty & reward program

Other

Don't scan

Preferences

Discounts remain the most sought-after expectation from shoppers.

Group A wants straightforward value, discounts, and price comparisons.
Group B favors product details and options to shop online.
Group C wants more discounts, uninterrupted purchases and customer reviews.

Opportunity

Enrich your experience for affluent shoppers. Keep it crisp and tick all the hygiene checkboxes for budget-conscious ones.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

What does the shopper expect when they scan a QR Code?

17%

20%

27%

22%

29%

52%

41%

Northeast

24%

16%

17%

18%

25%

59%

36%

Midwest

16%

22%

17%

28%

55%

42%

South

16%

19%

23%

22%

57%

48%

West

Product details or specifications

Discounts

Option to buy online / add product to cart

Customer reviews

Price comparison

Loyalty & reward program

Other

Don't scan

Preferences

The West favors product details.
The Midwest is more inclined towards promotions and deals.
Customer reviews are most important in the West and Northeast.
Northeast is more price-sensitive.
Online purchase options are modest across regions, peaking in the Northeast.

Opportunity

Expectations vary by region. The West wants detailed product information and social proof, the Northeast is driven by price and reviews, and the Midwest looks for straightforward deals. Keep your post-scan experience tailored and practical for the Midwest, rich and fulfilling for the West and Northeast.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Challenges in scanning QR Codes

Unscannable QR Code

35%

Slow load times

27%

Unhelpful & irrelevant content

21%

Broken links

26%

Expired offers

22%

Unclear instructions

Other

No issues

17%

Never scanned

19%

Preferences

Unscannable QR Codes irk your shoppers, leading to lost interest.
Slow-loading websites do not benefit your brand; they lead to abandonment before users interact, and high bounce rates are never desirable.
Some shoppers are also disappointed by unhelpful or irrelevant content, broken links, or errors. These causes disengagement and make the user experience feel incomplete or the brand appear unprofessional.
Expired offers can build hope and then destroy it. This can impact brand credibility beyond just a transaction loss.

Opportunity

QR Codes don’t just represent intent; they carry expectations. When what follows the scan is a dead-end, vague, or broken experience, it sows consumer distrust and erodes brand equity. Get to the root cause behind poor user experiences and fix them. To boost engagement, ensure your QR Codes are scannable on all devices, your website loads quickly, and the content is relevant and matches the user’s intent. Regularly update offers and test links to avoid expired promotions. Also, provide clear instructions so users know exactly what to expect, making the entire journey intuitive.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Challenges in scanning QR Codes

38%

18%

14%

13%

28%

Baby Boomers: Born 1946-1964

20%

18%

10%

24%

20%

19%

21%

37%

Generation X: Born 1965-1980

10%

19%

26%

29%

21%

33%

37%

Millennials: Born 1981-1996

11%

27%

41%

29%

41%

38%

Generation Z: Born 1997-2012

Unscannable QR Code

Slow load times

Unhelpful & irrelevant content

Broken links

Expired offers

Unclear instructions

Other

No issues

Never scanned

Preferences

Unscannable QR Codes are the most common frustration across all generations.
Slow load times, broken links, and irrelevant content bother Millennials and Gen Z more than older generations, pointing to their expectations for instant results and relevance.
Expired offers are a sore point for Gen X and Millennials.

Opportunity

Make QR Code experiences foolproof. Younger shoppers expect fast, uninterrupted digital experiences. If a QR Code leads to a slow-loading site, an expired offer, or an irrelevant link, you're likely losing them. Marketers must:

Prioritize QR Code functionality by testing across devices and environments.
Ensure destination pages are optimized for speed and mobile.
Keep promotions fresh and links active.
Set expectations clearly so the post-scan experience matches the promise.
Even a small hiccup can deter future engagement for older users. Simple improvements in clarity, legibility, and basic functionality can have a huge payoff across generations.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Challenges in scanning QR Codes

16%

17%

24%

29%

24%

27%

35%

Male

21%

17%

11%

20%

24%

17%

27%

35%

Female

Unscannable QR Code

Slow load times

Unhelpful & irrelevant content

Broken links

Expired offers

Unclear instructions

Other

No issues

Never scanned

Preferences

Men and women both struggle with unscannable QR Codes and slow-loading websites
Women report more frustration with unclear next steps than men.
Men report more frustration with expired offers.

Opportunity

The tech needs to work every time. Women appreciate guidance, so think coach marks on landing pages, clear banners, and an easy user journey to checkout. Men expect instant value and relevance. Miss either, and they bounce.

Note: The surveyed demographic has voluntarily self-identified as one of two genders.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Challenges in scanning QR Codes

Group A

Group B

Group C

22%

10%

21%

27%

15%

17%

29%

Below $25,000

31%

12%

11%

23%

21%

14%

23%

31%

$25,000 - $34,999

21%

23%

11%

23%

22%

15%

24%

41%

$35,000 - $49,999

16%

17%

12%

21%

29%

24%

25%

34%

$50,000 - $74,999

20%

16%

19%

29%

21%

25%

33%

$75,000 - $99,999

13%

18%

10%

25%

28%

23%

34%

40%

$100,000 - $149,999

13%

15%

23%

26%

23%

33%

40%

$150,000 - $199,999

20%

23%

18%

19%

26%

29%

25%

$200,000+

Unscannable QR Code

Slow load times

Unhelpful & irrelevant content

Broken links

Expired offers

Unclear instructions

Other

No issues

Never scanned

Preferences

QR Code scannability is the top issue for all groups.
Group A and B shoppers are often frustrated by broken links.
Group C shoppers are frustrated by slow load times.

Opportunity

Fix the basics. Scannability and clarity matter more than anything. Clean your UX and ensure your links are always live and relevant. Prioritize faster-load times.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Challenges in scanning QR Codes

19%

18%

25%

26%

22%

24%

35%

Northeast

23%

17%

19%

29%

19%

24%

34%

Midwest

17%

10%

19%

26%

20%

28%

36%

South

16%

14%

25%

24%

22%

29%

34%

West

Unscannable QR Code

Slow load times

Unhelpful & irrelevant content

Broken links

Expired offers

Unclear instructions

Other

No issues

Never scanned

Preferences

The #1 challenge across all regions? Unscannable QR Codes.
South users more often report not knowing what happens after scanning because of unclear instructions.
Expired offers are a bigger frustration in the West and Northeast.

Opportunity

Reliability is non-negotiable. Unscannable QR Codes are the top issue everywhere, but South users need more precise guidance, while the West and Northeast are losing trust over expired or irrelevant offers. It really comes down to getting your basics right, making QR Codes work, making them clear, and worth their time.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Preferred QR Code Channels

In-store signage

53%

Printed ads & Flyers

36%

Product Packaging

28%

Social Media Ads

30%

Websites

36%

26%

Unique locations (Vehicle, dressing room, mirrors, etc.)

13%

Other

Dont's scan

20%

Preferences

In-store signage is a top choice, showing that many consumers will likely engage with QR Codes in in-store retail environments.
While social media ads and websites show strong scanning activity, printed ads and flyers show that print marketing still holds sway.
Product packaging is another high-engagement area, suggesting consumers are inclined to scan QR Codes when physically interacting with products.

Opportunity

Consumers aren't tied to one channel; everyone has their preferences on where and how they want to interact. The implication? Brands that focus only on in-store or only on digital are leaving reach (and revenue) on the table. An airtight BFCM QR Code strategy needs to be omnichannel.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Preferred QR Code Channels

17%

13%

29%

41%

33%

29%

36%

56%

Male

22%

13%

22%

32%

27%

37%

50%

Female

In-store signage

Printed ads & Flyers

Product Packaging

Social Media Ads

Website

Unique locations

Other

Dont's scan

Preferences

In-store signage is the top touchpoint for both men and women.
Besides signages, men favor websites, and women favor printed ads and flyers.
Both genders show modest interest in TV and unique locations such as mirrors or vehicles.

Opportunity

You can never go wrong with in-store signage. Choose between websites, printed ads, and flyers based on the gender you’re marketing to.

Note: The surveyed demographic has voluntarily self-identified as one of two genders.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Preferred QR Code Channels

42%

15%

28%

19%

29%

34%

Baby Boomers: Born 1946-1964

21%

12%

26%

37%

25%

31%

41%

54%

Generation X: Born 1965-1980

10%

19%

28%

40%

38%

31%

38%

62%

Millennials: Born 1981-1996

16%

35%

39%

46%

30%

37%

58%

Generation Z: Born 1997-2012

In-store signage

Printed ads & Flyers

Product Packaging

Social Media Ads

Website

Unique locations

Other

Dont's scan

Preferences

In-store signage is the most popular choice for QR Code scanning, especially among Millennials and Gen Z.
Millennials, Gen Z, and Gen X are highly engaged with product packaging, while Boomers show little interest.
Social media ads perform well with Gen Z and Millennials, though Gen X is less engaged.
TV QR Codes have minimal appeal across all groups.

Opportunity

Younger generations are more open to scanning QR Codes across various touchpoints, both traditional (like signage) and digital (like ads). Boomers and the silent generation are not your best bet here.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Preferred QR Code Channels

Group A

Group B

Group C

19%

11%

17%

30%

35%

24%

30%

43%

Below $25,000

21%

13%

26%

40%

26%

33%

43%

$25,000 - $34,999

27%

18%

22%

25%

27%

29%

48%

$35,000 - $49,999

18%

16%

28%

35%

30%

26%

45%

49%

$50,000 - $74,999

20%

11%

26%

37%

26%

25%

41%

55%

$75,000 - $99,999

16%

19%

31%

42%

34%

37%

60%

$100,000 - $149,999

18%

14%

35%

44%

30%

26%

35%

60%

$150,000 - $199,999

24%

19%

36%

25%

28%

34%

59%

$200,000+

In-store signage

Printed ads & Flyers

Product Packaging

Social Media Ads

Website

Unique locations

Other

Dont's scan

Preferences

In-store signage remains the top touchpoint, but behavior varies by income.

Group A shows interest in websites and social media ads.
Group B shows interest in printed ads and flyers.
Group C responds well to websites and in-store signage.

Opportunity

Keep your QR strategy ominchannel especially for users from Group C. Don’t rely solely on digital ads; meet your audience with a QR Code wherever they are: on shelves, on packaging, in print, or online.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Preferred QR Code Channels

20%

15%

28%

39%

35%

32%

40%

55%

Northeast

24%

14%

24%

35%

26%

25%

41%

49%

Midwest

17%

13%

24%

36%

28%

31%

53%

South

20%

12%

28%

36%

32%

28%

36%

54%

West

In-store signage

Printed ads & Flyers

Product Packaging

Social Media Ads

Website

Unique locations

Other

Dont's scan

Preferences

In-store signage dominates all regions, but is especially popular in the Northeast and West, with over half of respondents calling it their top touchpoint.
Product packaging is more appreciated in the South, West, and Northeast, suggesting high comfort with QR Codes on physical goods.
Social media ads resonate most in the Northeast.
Printed flyers and ads are most effective in the Midwest, indicating a preference for traditional formats.
Websites show the highest traction across regions, indicating strong digital habits.
TV remains a weak touchpoint across the board.

Opportunity

In-store signage remains your universal best bet. Northeast is big on social media ads. The Midwest prefers physical prompts like flyers. The West blends both physical and digital behavior, offering a versatile playground for multichannel testing.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are they open to using more QR Codes?

Yes, definitely

31%

Yes, but only if they offer clear value

37%

Prefer alternatives

21%

No opinion

11%

Preferences

31% are definitely ready and eager to scan more.
37% will scan if it delivers clear value.
21% prefer other methods.

Opportunity

Over two-thirds of consumers (68%) are either fully ready or conditionally open to scanning more. If your QR Code delivers a clear, immediate benefit, you already speak to the majority. The rest? They’ll follow if the experience feels worthwhile, simple, and rewarding.

Brands need to understand their demographics to know how to win them over. Different demographics interact and feel differently, so let’s look closer.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are they open to using more QR Codes?

52%

31%

Baby Boomers: Born 1946-1964

14%

17%

37%

32%

Generation X: Born 1965-1980

11%

10%

36%

42%

Millennials: Born 1981-1996

48%

35%

Generation Z: Born 1997-2012

Yes, definitely

Yes, but only if they offer clear value

Prefer alternatives

No opinion

Preferences

Millennials are highly open to using QR Codes.
Gen Z is optimistic, but 48% are open to QR Codes if there’s value. Gen X shows a similar pattern: value matters most to them, too.
Boomers are disengaged, plus 35% prefer other methods entirely.

Opportunity

As a marketer, baking in QR Codes is a no-brainer for better campaign experiences, BUT make the value clear.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are they open to using more QR Codes?

Group A

Group B

Group C

32%

36%

14%

18%

Below $25,000

26%

36%

25%

12%

$25,000 - $34,999

23%

33%

27%

17%

$35,000 - $49,999

26%

42%

20%

12%

$50,000 - $74,999

28%

41%

21%

10%

$75,000 - $99,999

39%

36%

19%

$100,000 - $149,999

40%

27%

18%

15%

$150,000 - $199,999

31%

41%

24%

$200,000+

Yes, definitely

Yes, but only if they offer clear value

Prefer alternatives

No opinion

Preferences

Group A: About 29% say they would definitely like to use QR Codes more often.
Group B: Enthusiasm tapers a bit, with only 26% saying yes with certainty.
Group C: Interest spikes again. 37% of Group C say they’re definitely open to scanning more.

Opportunity

Group A shoppers are the most enthusiastic about deeper QR Code use. Group B shoppers appear more hesitant, suggesting that better messaging or clearer value might be needed to move them. Meanwhile, Group C shoppers are still quite open to scanning when the benefit is obvious and upfront.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are they open to using more QR Codes?

12%

17%

34%

37%

Male

11%

24%

40%

25%

Female

Yes, definitely

Yes, but only if they offer clear value

Prefer alternatives

No opinion

Preferences

37% of men and 25% of women are open to using more QR Codes.
40% of women are open to it if there’s value. That being said, women are also more likely to prefer alternatives.

Opportunity

Men are ready to engage while women are cautious yet curious when it comes to QR Codes. If it’s useful and secure, they’ll engage.

Note: The surveyed demographic has voluntarily self-identified as one of two genders.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.

Are they open to using more QR Codes?

15%

16%

30%

39%

Northeast

13%

22%

42%

23%

Midwest

10%

22%

37%

32%

South

22%

39%

31%

West

Yes, definitely

Yes, but only if they offer clear value

No, I prefer other methods

No opinion

Preferences

The Northeast is most eager when it comes to using more QR Codes.
The other regions are also open, especially if the value is clear.

Opportunity

Northeast audiences are eager and ready for newer experiences. The Midwest and West are open-minded but want value upfront. That being said, Midwest, while open, also remains hesitant, requiring more awareness.

*The percentages presented reflect responses to multiple, non-exclusive options. Respondents may have selected more than one answer, resulting in an aggregate total that exceeds 100%.