Response to Forrester Desktop Video Study: Don’t Knock it Till You Try It
As you may have seen, there’s been a lot of hype lately about a Forrester study which found that while business executives are excited about the promise of desktop video collaboration, workforce data reveals that “most of the workforce doesn’t have access to and isn’t bullish on using desktop video for business purposes.”
Interestingly, we conducted similar research on the topic last spring and found a similar result. True, many in the workforce don’t have access. And true, some of those who don’t have it aren’t hungry for it. However, the study we commissioned with Ipsos Mori went a layer deeper than Forrester’s study. Our study looked at the perceptions between users and non-users and uncovered a great divide between those who use the technology and those who don’t. Specifically:
- Most respondents value benefits of video collaboration, such as increased productivity, reduced confusion, and improved group collaboration. And although both users and nonusers recognize the value of video collaboration technologies (76 vs. 60 percent, respectively), workers who frequently use the technology overwhelmingly value some of the qualitative benefits more than nonusers; for example, improving work-life balance (70 percent of frequent users vs. 37 percent of nonusers), increasing competitive advantage (73 percent of frequent users vs. 42 percent of nonusers), and bringing people closer together (71 percent of frequent users vs. 40 percent of nonusers).
- The overwhelming majority (90 percent) of frequent users (those who use video conferencing technologies once or more per week) say the technology saves them at least 2 hours of valuable work time a week—yet only 33 percent of nonusers believe they could save any time using the technology.
These results demonstrate a significant gap between user and nonuser perceptions. And what this all comes down to is you have to try it to understand it. You have to experience the benefits to appreciate them. So here’s my challenge to the skeptics: Try telepresence regularly for a month and then tell me you’re not excited. Trust me, there are few of you out there that wouldn’t be sold.
*The research, conducted by Ipsos Mori, polled an internationally representative sample of workers from across 12 important markets.