Research from SharpEnd / io.tt, provider of connected products and packaging, shows that 68% of consumers are likely to choose a connected brand over non-connected.  

In the third edition of its ‘Connected Experience Report’ (CXR3) SharpEnd / io.tt have revealed how QR codes and NFC have quietly evolved from a novelty into essential business infrastructure – underpinning global efforts in compliance, traceability, and consumer engagement. 

The report finds that 80% consumers are likely to buy from brands that use QR/NFC to improve transparency, 41% scan product QR/NFC several times a week or more, 68% are likely to choose a connected brand over non-connected and nearly half (49%) would pay more for connected products.  

On the enterprise side, 92% of companies already claim to be using connected packaging, and 95% plan to increase rollouts over the next year.  

“QR codes are boring – and that’s great news for the industry,” said Cameron Worth, founder of SharpEnd / io.tt. “They’ve gone from innovation to infrastructure, from a marketing trick to a serious business tool. Every product will soon need one, and every regulation expects one. The scan is just the start; what happens after is where the real magic happens.” CXR3 also signals the start of what Mr Worth calls “the age of NFC” – where tap-to-connect experiences bring faster, more intuitive and premium digital touchpoints, especially across drinks and luxury. “NFC is unlocking the next generation of connected experiences. It feels instant, human and valuable – and with new chip formats and materials, it’s finally becoming scalable. We’ve been building towards this moment since our first NFC project in 2016.”  

Consumers across US, UK and India were surveyed, alongside business leaders, by independent research company Census Worldwide, creating the industry’s first holistic review of the state of the connected product market that covers both consumer engagement and supply chain activation. 

Key findings (global):  

  • Usage: 41% of consumers scan product QR/NFC several times a week or more.
  • Drivers: Discounts/promotions (44%), loyalty rewards (41%), and authentication (36%) drive scans and taps. 
  • Sustainability: Consumers want recycling rewards (43%) and how/where to recycle (43%); 93% of leaders say connected packaging helps them reach sustainability goals.
  • Reliability: 40% of consumers have hit a broken link after scanning and 86% say it reduced trust in the brand.
  • Compliance momentum: 90% of leaders are likely to use connected packaging for DPP/PPWR compliance.
  • NFC usage rising: 87% of leaders are already using or planning to incorporate NFC within 12 months.