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The science behind the effectiveness of video in learning

It often feels like a no-brainer that video is a more effective way to share learning; everyone loves watching telly right? The billions of daily hits on YouTube certainly suggest that people enjoy watching videos, but there’s also plenty of science behind our assertion that video creates longer lasting learning.

So for all our clients who ask us “what’s the research that says video is the most effective tool for learning”, here’s a list of useful references….(be warned; our list gets more sciencey towards the end)

  • 50% of Smartphone users watch video on their mobile device – the Educational Marketing Group
  • 59% of senior executives said they prefer watching video to reading text – Forbes
  • You are four times more likely to look at video on a website than text and images – Cisco
  • 90% of learning comes from informal training activities like apps, social networks and video – Nick van Dam, Chief L&D officer, Deloitte
  • Learners remember 10% of what they read (text), 20% of what they hear (lectures), 30% of what they see (images), 50% of what they see and hear (demonstrations, video), 70% of what they say themselves (speaking, giving lectures) and 90% of what they do (practice) – Edgar Dale’s Cone of Learning
  • 85% of L&D professionals use video for learning – Video Arts client survey
  • Video improves attention, motivation and the overall learning experience – Herefordshire and Worcestershire Lifelong Learning Network
  • A comScore press release states that when professionally-produced video and user-generated video were used in conjunction for a comScore study, lift in share of choice was 35.3% for the featured product and 28% for the brand’s total line. Alone, professionally-produced video resulted in 24.7% and 16% respectively, and user-generated video returned 18.7% and 10% – comScore
  • Dr. James McQuivey of Forrester Research says a minute of video is worth 1.8 million words – invodo
  • Video appears in 70% of the top 100 search listings – KISSmetrics
  • Videos are 53 times more likely than text pages to show up on the first page of search results – GIGAmon
  • Econsultancy estimates videos in universal search results have a 41% higher click-through rate than plain-text results – Econsultancy
  • In a Forbes study, it was found that three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly – Forbes
  • More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often – Forbes
  • Regularly posting videos helped the company’s website receive 200% to 300% more monthly unique visitors and a 100% longer average time-on-site spent per visitor. The average time spent on pages with videos was 3 minutes compared to 1 minute and 30 seconds averaged on pages without video – marketing sherpa
  • 29.9% of people say they would watch more online video content if the quality of content were higher and 26.4% would watch more if their access were more flexible (i.e., the ability to watch anywhere, anytime, from any device) – eConsultancy
  • Students asked about video-instruction universally express that video reinforces their learning, makes them feel visually stimulated, and holds their attention better than text – Cofield, J. L. (2002) An Assessment of Streaming Video in Web-based Instruction
  • The use of video has been deemed more effective for student retention than the use of text in problem-based instruction – Choi and Johnson
  • The multiple symbol system of video enhances understanding of complex concepts and supports the acquisition of new concepts among learners with limited prior knowledge – Salomon, G. (1994). Interaction of media, cognition, and learning. Hillsdale, NJ: Erlbaum.
  • Information obtained visually is more memorable, and the simultaneous processing of both auditory and visual information increases learner comprehension and retention – Baggett, P. (1984). Role of temporal overlap of visual and auditory material in forming dual media associations. Journal of Educational Psychology
  • Instructors observe that students ask questions that are more specific and engaged in classroom discussion – Franciszkowicz, M. (2008). Video-Based Additional Instruction. Journal of the Research Center for Educational Technology
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