Recently Cisco published the results of a study she conducted in collaboration with Redshift Research, among 1300 young executives worldwide. Through this study, Cisco wanted to gain insight into the attitude of young managers in relation to video.
In our opinion the results are very promising. For example, 87 percent of the new generation managers feel that video will have a significant and positive impact on organisations. Besides, three out of every five respondents are planning to use commercial video even more over the coming years. In this article we would like to share the main findings of the research.
Video & career
Generally, young managers expect video to have a big impact on the way they communicate. 70 percent of the managers, with the ambition to manage large teams, indicate to rely even more on video as their careers will progress. According to the study, this trust in video results from three major advantages:
- Video offers the possibility to see visual signs;
- Video allows you to ‘be’ somewhere without having to travel;
- Video allows you to share content in real-time.
Young managers furthermore expect that the communication experience will change and improve as a result of video.
Video & organisation
As mentioned previously, the largest part of the respondents (87 percent) expect video to have a positive impact on the organisation. After all, video offers organisations nothing but considerable advantages:
- Savings on travelling expenses
- Building better relationships
- Improving the experience of telecommuters
- Attracting new talent
- Focussing on a smaller organisation
- Breaking down language barriers
When it comes to the last advantage, the language barrier, 84 percent of the young managers expect video to be able to help conquer barriers. Video is able to give a better feeling about how the conversation is going, since participants can see when the other person does not understand the conversation.
Video & quality
Although young managers are enthusiastic about the commercial use of video, they also indicate that video quality is an important condition. Most of the respondents indicated that they would not use video if the quality is lacking. Low quality is only sufficient for internal meetings (25 percent), ad hoc meetings (22 percent) and conversations with suppliers (17 percent).
Moreover, other factors also play a role in successful video use. For example, young managers do not feel comfortable using video in case of a messy office, when they want to multitask or when it is time to eat.