10.11.22
Consumers are showing high interest in learning more about brands through connected technology across multiple categories and price points, per the results of Blue Bite 2022 Connected Products US Consumer Trend Report: QR Code and NFC Consumer Usage and Attitudes.
The findings reflect consumers' changing attitudes, habits and brand interaction preferences, and provide actionable insights that can help brands make informed decisions. It was developed with response data generated from a self-administered online consumer survey of individuals, conducted by a global leader in market research and further substantiated by millions of consumer interactions through the Blue Bite platform.
Notably, 57% of respondents indicated they would be more likely to buy a product if they learned more by connecting with the packaging. Growth in connected technology usage has accelerated, rising by more than 1,000 percent between 2018 and 2021, according to Blue Bite industry data.
"When consumers scan a connecting QR or NFC technology on the product with their phone, the item is instantly transformed into a mobile point of sale," said Mikhail Damiani, cofounder and managing director of Blue Bite. "More than 95 percent of adults in the U.S. ages 18–49 now own a smart phone. Keeping in touch with how consumers interact and want to engage with brands is crucial in developing a platform that will help brands deliver relevant and valuable consumer experiences through their connected products."
"Consumers are telling us that being redirected to a cookie-cutter landing page when you scan a QR code is no longer enough," explained Damiani. "They seek a true gateway into the world of these products. Brands must ask, what value are we bringing to the person who is holding the item through this interaction? How can we improve their life?"
In addition to learning more about the brand, survey participants expressed interest in using QR or NFC to check product authenticity, learn more about where a product came from, get details of its sustainability story, and find out how to purchase similar products.
Other actionable takeaways include: high awareness of connected products; 92% are aware of QR technology; and 66% are aware of NFC technology. In every category, awareness, ownership and usage are driven by respondents under 35.
More than half of consumers like knowing what promotions are available. Brands must focus on relevant information and regulate contact frequency. The key complaints are being contacted about things consumers don't care about (38%) and getting contacted too often (35%).
"It's important that we meet consumers where they are," said Damiani. "Connected products change how consumers interact with physical things. We are creating digital touchpoints for meaningful information and experiences. Previously, everyone got the same message. Now, Blue Bite provides relevant experiences specific to the product and the person, delivering customized content based on location, time of day, and user behavior with relevant messaging before, during and after the sale."
For details, see complete survey results here.
The findings reflect consumers' changing attitudes, habits and brand interaction preferences, and provide actionable insights that can help brands make informed decisions. It was developed with response data generated from a self-administered online consumer survey of individuals, conducted by a global leader in market research and further substantiated by millions of consumer interactions through the Blue Bite platform.
Notably, 57% of respondents indicated they would be more likely to buy a product if they learned more by connecting with the packaging. Growth in connected technology usage has accelerated, rising by more than 1,000 percent between 2018 and 2021, according to Blue Bite industry data.
"When consumers scan a connecting QR or NFC technology on the product with their phone, the item is instantly transformed into a mobile point of sale," said Mikhail Damiani, cofounder and managing director of Blue Bite. "More than 95 percent of adults in the U.S. ages 18–49 now own a smart phone. Keeping in touch with how consumers interact and want to engage with brands is crucial in developing a platform that will help brands deliver relevant and valuable consumer experiences through their connected products."
Connected Technology to Learn About Brands
Respondents show high interest in learning more about brands through connected technology across multiple categories and price points. Seventy-two percent showed interest in learning about consumer packaged goods; 63% showed interest in over-the-counter and prescription drugs; 62% showed interest in luxury goods; 60% showed interest in lifestyle apparel and footwear; and 53% showed interest in wines or spirits."Consumers are telling us that being redirected to a cookie-cutter landing page when you scan a QR code is no longer enough," explained Damiani. "They seek a true gateway into the world of these products. Brands must ask, what value are we bringing to the person who is holding the item through this interaction? How can we improve their life?"
In addition to learning more about the brand, survey participants expressed interest in using QR or NFC to check product authenticity, learn more about where a product came from, get details of its sustainability story, and find out how to purchase similar products.
Other actionable takeaways include: high awareness of connected products; 92% are aware of QR technology; and 66% are aware of NFC technology. In every category, awareness, ownership and usage are driven by respondents under 35.
More than half of consumers like knowing what promotions are available. Brands must focus on relevant information and regulate contact frequency. The key complaints are being contacted about things consumers don't care about (38%) and getting contacted too often (35%).
"It's important that we meet consumers where they are," said Damiani. "Connected products change how consumers interact with physical things. We are creating digital touchpoints for meaningful information and experiences. Previously, everyone got the same message. Now, Blue Bite provides relevant experiences specific to the product and the person, delivering customized content based on location, time of day, and user behavior with relevant messaging before, during and after the sale."
For details, see complete survey results here.