Unscientific Poll Reveals 70% prefer text over video

Reading the stats about online video you would think that consumption of video has totally overtaken text as the preferred way we all want our information.

Not so, according to my informal and unscientific poll. Inspired by a post by Cindy King, I wanted to find out how people really liked to get their content: text, audio, video or other.

As of time of writing this post 81 people took the poll.

Here's how it breaks down by preference:

• Text - 70%
• Video - 19%
• Audio - 5%
• Other (not real clear what other is) - 6%

And there are caveats. Many excellent comments were submitted and the bottom line is that while text is preferred it must be short, easy to read and skimmable.

Some like audio because they can multi-task by listening to content while they do other stuff.

Video ranks well for tutorials and short tips.

The lesson? Text based content is not dead.

Keep on writing. And it's good to mix in other media for diversity.

Keep it short and to the point.

Make it fast and easy to read (highlight the key point, use bullet points and pictures).

Comments

[Chris]

I find that blogs are more interesting with a combination of text and video. People learn in different ways and may find it easier with videos than writing everything out. Also, if people have headaches or their eyes are bothering them while reading video plays an important role.

[Amy Franko]

Denise, very interesting! I agree with Chris, I do like a mix of text and video for variety, but I love well-written text. For the most part I prefer audio just for interviews or listening in the car.

I own a training and development firm, and find a blended approach to instructional design and delivery creates the right balance - appeals to the widest range of learners.

Thanks for sharing this!

[moreclick]

Thanks for sharing, I love reading you should post more often..

[Kathleen Gage]

Fabulous. Now I don't have to make sure my hair looks good. LOL Truthfully though, I think so often people will jump on the bandwagon about something without first checking it out.

You, on the other hand, are one who not only does your research, you bring solid research to your market. Thus your success.

I enjoy doing a bit of video added into the mix of my information.

It will be great to see you at NAMS3. I saw your blog posting on it and am thrilled we will again be able to share information with those in attendance at a quality conference.

[twitter.com/RiverwoodWriter]

Thanks for sharing the results, Denise. It would be interesting to do this poll at least once a year and see if the preferences are shifting. I suspect they are. As long as there are different learning styles, though, it makes sense to offer variety, as Chris, Amy, and Kathleen have all said.

Your content is always worth getting regardless of how you deliver it!

[twitter.com/casey_hibbard]

Hi Denise,

Thanks for the insight on this. I think it's a question most businesses are asking: whether and how to use video.

I recently saw a formal survey of what buyers prefer, but it was specific to technology purchases. But it basically found the same results you did! Two-thirds prefer text over video.

Here it is:
http://www.eccolomedia.com/IMAGES/PUBLICATIONS/Eccolo_Media_2009_Survey_Report.pdf

As always, the key is knowing your specific audience and, as you said, providing different formats.