Consumers face challenges accessing digital product information

Consumer research conducted by GS1 UK and the Cranfield School of Management found that 91% of mobile barcode scans returned incorrect or incomplete product descriptions. “Beyond the label: providing digital information consumers can trust”, which was released by GS1/CapGemini, found the digital information consumers receive is often inaccurate, incomplete or missing entirely. Increased use of smartphones, tablets and other mobile devices along with the increase in mobile barcode scanning applications are expected to accentuate the problem.
To overcome this lack of credible information, the report said brand owners need to maintain and share accurate and complete consumer information in a standardized way. At the same time, application providers that communicate digital information should use the data in a consistent manner towards consumers all over the world. The report said that improving digital product information for consumers requires that all relevant players understand their responsibility to work together collaboratively and in a consistent manner.