Maybe the Only Good Thing About QR Codes

Last night at the dinner table, my daughter pulls a sticker with a QR code on it off of a banana. She starts making jokes, doing what she can to make her little brothers laugh, and then says, “this is for your smartphone. And an app or something like that.”

Both me and my wife looked at each other like, “did you tell her that?”

And I said, “what do you mean?”

Daughter said, “you need your smartphone for this sticker.”

And I said, “what makes you think that?”

She said, “this little box is for your smartphone.”

“You’re exactly right,” I said.

Hmmm. Again, me and my wife look at each other, kind of amazed. Then, my wife says, to me, “I didn’t even know that until a few months ago.”

This teaches me a couple of things:

1. Children inherently get technology.

2. Children understand what technology, specifically mobile technology (in this case), is needed for. My daughter didn’t know it was a QR code or what necessarily happened with it, but she knew that you need your smartphone to do something with it.

3. There could easily be an expectation with younger generations that real-world stuff just won’t work without technology.

And that’s the point that I don’t think we can lose sight of. Are QR codes a useful enabling technology for marketers and consumers? Likely not. But this is a great case of the reverberation effect of technologies like this whereby the association of what they are and what they are used with has a great impact.

My daughter might not ever use a QR code, but she knows more and more that technology is needed to turn something physical (sticker) into something that makes it “work.”

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