QR codes were once all the rage, allowing users to easily scan codes with their smartphone cameras to access websites, make payments, check menus, and much more. However, in recent years QR code usage has declined significantly. There are a few key reasons why QR codes are no longer as popular or effective as they once were:
Security Concerns
One of the main downsides of QR codes is that they can potentially direct users to malicious sites or downloads. Unlike clicking a link where you can see the URL, scanning a QR code immediately opens whatever destination it encodes without the user being able to verify it first. This has led to an increase in QR codes being used for phishing scams, malicious redirects, and other security threats. As more users have become aware of these risks, they have become warier of scanning random QR codes they encounter.
Frustration Factor
Despite the convenience of quickly scanning a code, there are some frustrating aspects of QR codes that turn users off over time. The codes can be difficult to scan depending on size, quality, and environment. Low light conditions, blurry printing, or crumpled codes may fail to scan properly. Users may not have a scanner app installed or get prompted to install one before scanning. Taking the extra steps to download an app, open it, line up the scan, and wait for it to process ends up being more annoying than simply typing in a URL.
Lack of Context
One of the downsides of QR codes is that they often lack context. Users are expected to blindly scan a code without knowing where exactly it will take them. This decreases user trust over time as people dislike the lack of transparency. URLs at least give the user some indication of where they will end up before clicking. With QR codes, the user has no idea if it will direct to a helpful site or somewhere useless or dangerous.
Decline in Novelty
When QR codes first emerged, there was an initial novelty surrounding the technology. They seemed futuristic and scanning codes felt high-tech. But over time, the novelty wore off as QR code usage became more mainstream. They no longer capture user attention or interest like they once did when the technology was new and unfamiliar. The decline in novelty factor contributed to decline in usage.
Advertising Fatigue
Many companies and brands got overzealous with using QR codes for advertising and marketing purposes. Plastering QR codes on everything from billboards to food packaging to product instructions led to ad fatigue. Consumers felt bombarded with constant requests to scan codes and it began to feel like an invasion of privacy and nuisance. As a result, consumer interest in scanning QR codes significantly decreased over time.
The Rise of Alternative Technologies
As QR code popularity has waned for the reasons outlined above, new technologies have emerged as preferred alternatives:
Near Field Communication (NFC)
NFC allows enabled mobile devices to communicate with other NFC devices in close proximity (usually within a range of 1-10 cm). This allows for seamless sending and receiving of information through tapping or waving gestures. Widely used for mobile payments, transit ticketing, and accessing content. More frictionless than scanning QR codes.
Image Recognition
Advances in computer vision and machine learning have enabled robust image recognition capabilities on smartphones. Apps like Google Lens allow users to simply point their camera at a landmark, product, code, etc and instantly receive relevant information about it. More intuitive than QR code scanning.
Augmented Reality (AR)
The rise of AR on mobile devices allows users to access contextual digital information and experiences overlapped on real world environments. Games like Pokemon Go demonstrate the power of AR technology. QR codes in contrast offer limited utility.
Native Apps
Well-designed native apps provide customized user experiences not reliant on generic QR code redirects. Streamlining payments, transit, events, and much more within branded apps rather than referring users elsewhere via QR codes.
Short Links
platforms like Bitly allow for generating compressed shortened URLs that are easy to convey and type out. More convenient than scanning bulky QR codes.
The Current State of QR Codes
While QR code popularity has dropped off, they are still used in some key applications:
Contactless Transactions
QR codes remain a convenient way to facilitate contactless transactions. Users can scan to pay at merchants or send/receive money from QR code-generated links. Useful for COVID safety.
Enhanced Print Marketing
Magazines, newspapers, flyers and other print materials sometimes provide QR codes to give readers quick digital access to additional content.
Product Information
QR codes on packaging can allow consumers to instantly access additional product details, instructions, warranties. More robust than only text on a package.
Tracking/Analytics
QR codes provide a way to track user engagement through scan volume and traffic. Can generate data on performance of marketing campaigns or initiatives.
Credentials/Access
Event tickets, boarding passes and other credentials can be delivered via QR code for efficient access. Also used for entering secure facilities.
| Industry | Current QR Code Usage |
|---|---|
| Retail | Digital coupons, contactless payments, product information |
| Travel | Boarding passes, contactless check-in |
| Healthcare | Patient intake, contact tracing |
| Hospitality | Digital menus, contactless ordering |
| Events | Digital tickets and credentials |
The Future of QR Codes
It is unlikely that QR codes will fade into complete obscurity given their utility for specific use cases. However, broader mainstream adoption is expected to continue declining. Looking ahead, here are some predictions for QR codes:
Niche and Strategic Usage
QR codes will likely become more niche and primarily reserved for targeted strategic purposes rather than broad mainstream marketing. Their novelty has faded but utility remains in select applications.
Enhanced Security Features
As security concerns are a key downside limiting adoption, we may see enhanced QR code security appear such as embedded IDs, encryption and scanning alerts. This could make users feel more at ease scanning codes from trusted sources.
Integration With Augmented Reality
QR codes may be combined with augmented reality experiences to offer users more dynamic and engaging interactions rather than static redirects. However AR on its own looks poised to surpass QR codes.
Specialized Industrial Applications
Industrial use cases like inventory tracking, logistics and supply chain processes may be areas were QR code usage remains heavy. Less dependent on consumer whims.
Conclusion
QR codes revolutionized the ability to quickly link the physical and digital worlds. However, security issues, lack of context, annoyance factors and the rise of alternative technologies have sharply curtailed their popularity and adoption rates. They will likely persist in niche targeted applications but no longer provide the same broad consumer appeal they once did at the height of their hype cycle. The QR code invasion has receded from everyday life just as quickly as it emerged. Their ubiquity has faded but utility remains in select industrial and strategic implementations.