What do people look for in QR codes?

It seems that people who scan QR codes are generally looking for product information or promotions.  It is important to create something of real value when creating QR codes for your company or marketing campaign. A link to the front page of your website is about the worst thing you can do. I usually recommend a good video.

What else are people looking for? Check out this graph and list at MarketingCharts.com