A Quantitative Analysis of User Interaction and Security Behaviour with Quick Response (QR) Codes

The abundance of quick response (QR) codes in our environments is increasing, yet limited observational research has examined if and how users engage with QR codes in public spaces. Moreover, previous research has relied on estimated measures of visitor traffic to an area, limiting our understanding of real-world QR code-engagement behaviour. The present study addresses this gap, combining entry and exit data with naturalistic observation to examine QR code-engagement behaviour in a UK university library. Of the 7356 people who entered the space where the QR code was displayed, 58 (0.79%) approached the QR code and only 22 (0.30%) scanned it. The QR code directed users to an online questionnaire which measured users’ reasons for scanning the QR code and any security precautions users took when interacting with the QR code. The questionnaire revealed that the scanning incentive and curiosity were influential motivators for engagement. Only five users checked the website URL and took security precautions before accessing the link. Thirty-six (0.49%) individuals approached the QR code but did not scan it. Nine of those individuals completed an additional questionnaire after being approached by the researcher, which highlighted effort, inconvenience, and disinterest in the incentive as being influential factors in their decision not to scan. This paper suggests that QR code-engagement behaviour in public settings is low and users generally do not consider security whilst interacting with QR code technology.