Video Demand in The Workplace Growing: Study

Cisco study finds that executives under the age of 34 in particular have a growing taste for video in the workplace.

By Sean Michael Kerner | Posted Aug 5, 2013
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It should come as no surprise that the YouTube generation of workers expect more video in their work. The new 2013 Cisco Global Young Executives' Video Attitudes Survey confirms the belief that young execs want video and details why and how they use it.

The study surveyed 1,315 global IT respondents under the age of 34, 87 percent of whom said that they believe video has a significant and positive impact on an organization. 87 percent of respondents also indicated that they would rather work for an organization that uses video than one that does not.

While it's not surprising that workers want to use video, the reasons why surprised at least one Cisco executive.

"We were pleasantly surprised that young execs said 'visual cues' and not 'avoid travel' for their top reason video is important in their careers," Angie Mistretta, director, telepresence solutions marketing at Cisco, told Enterprise Networking Planet. 
What also stood out to Mistretta is the emphasis on business class video and the fact that there is a low tolerance for poor quality. According to the study, only 25 percent of respondents indicated that low quality video was acceptable for internal meetings.

"Most people would think that younger people are okay with low quality because they are likely using technologies like Skype, FaceTime, etc.," Mistretta said. "But the results show that they recognize that in a business setting, this will not work."

As to what makes those under 34 uncomfortable about being on camera, the top response was the fact that they had a messy office. Coming in at number two was appearance, followed by number three, the need to multi-task.

Older Workers

So what about those workers over the age over 34?

"In the end, everyone is going to default to what they are comfortable with, and while we didn’t do research on anyone over 34, you could probably make the assumption that video hasn’t become mainstream because it isn’t comfortable for everyone," Mistretta said.

Moving forward, with the next generation of leaders coming in, comfort levels with video, understanding of its impact, and access to video-enabled devices are things likely to change.

"We strongly believe that video will become the mainstream way of collaborating, similar to the way email came in to the organization and quickly became 'the way' to communicate," Mistretta said.

Sean Michael Kerner is a senior editor at EnterpriseNetworking Planet and InternetNews.com. Follow him on Twitter @TechJournalist

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