Three years ago, Stanford Communications Professor Emeritus Donald F. Roberts believed that American youth had hit a ceiling on media use, as there simply weren’t enough hours in the day to increase the amount of time children were spending on media. He was astounded to see that time spent on media consumption did in fact grow, as young individuals began consuming heavily across multiple devices at the same time. And the numbers have continued to increase since: More than 80% of US online consumers ages 12 to 17 multitask online while watching TV.
Multitasking behavior among this demographic has changed not only in terms of the total number of hours but also in terms of the devices used. Forrester’s Consumer Technographics® data shows that in 2011, young consumers primarily went online via desktop or laptop computers while watching TV, while now they prefer to use more portable devices for multitasking activity:
Recently, I received a visit at home from a religious organization, which handed me two of its publications. As I believe that every religion has some wisdom to share, I read both magazines. What really struck me was the cross-media approach of the magazines; many articles referred to a video or website, and QR codes were placed throughout. Reading this magazine, I thought back to my recent trip to the US, where I also saw many QR codes: on advertising in the subway, in stores, in magazines. However, I didn't see anyone reading those codes. Thinking about this a bit longer, I couldn’t think of any occasion when I had observed someone using a QR code.
With that in mind, I had a look at Forrester’s Consumer Technographics® 2012 surveys for both Europe and the US to understand the uptake of QR codes by the general online audience. I found that about 8% of US online adults with a mobile phone have used QR/2D bar codes in the past month — up from only 1% in 2010 and 5% in 2011. Uptake doesn't really show huge differences by age, interestingly enough, but in both the US and Europe, men are more likely to use them than women.