A survey of 1,000 UK consumers aged between 18 and 55+ by Hitachi Consulting reveals that only 12% of Britons have ever scanned a QR Code when shopping. However 3 times this number would be willing to do so if they believed that it would offer them added value in the form of discounts, rewards or a more personalised service. For those aged between 18 and 24, this jump is even higher, with 82% of those surveyed reporting that they would use a QR Code if they felt that they could gain some value from it, a four-fold increase from the number of young people who are using this technology right now. It is worth recalling that in a 2009 Japanese study the three main reason given by consumers for scanning QR Codes were 31.6% to use a coupon, 30.9% to apply for a special promotion and 22.7% to have more information on a product. Three years later and marketers in the West are just beginning to learn that consumers don’t scan QR Codes unless there is something in it for them.