The science behind the effectiveness of video in learning

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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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