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Views 73% Of people said they prefer to watch a short video to learn about a product or service
Executive Summary
The claim that “73% of people said they prefer to watch a short video to learn about a product or service” is supported by several of the provided analyses but is not uniformly verified across all referenced sources. Some summaries explicitly state the 73% figure (citing Hootsuite/Buffer summaries and related compilations) while others either report different percentages (e.g., 66% or 62%) or state that the exact 73% number does not appear in the source text, producing a mixed evidence base [1] [2] [3] [4]. The strongest pattern across the materials is a clear, recent consensus that short-form video is a dominant consumer learning preference, even where the precise percentage varies by survey, methodology, or publisher [5] [4] [1].
1. Why the 73% Number Shows Up — and Where It’s Strongest
Several of the supplied analyses state the 73% figure outright and attribute it to short‑form video preference when learning about products and services; these are summaries from marketing compilations and platform-oriented reports that synthesize multiple studies and industry surveys [1] [2]. The entries that endorse 73% present it as a consumer preference metric used in short‑form video trend pieces and agency lists, often referencing Hootsuite or Buffer-style summaries as the underlying origin. These types of sources aggregate surveys and platform analytics and are designed to highlight the rising dominance of short video in discovery and purchase journeys, which explains why the 73% statistic is prominent in industry overviews even if the original survey wording or sample frame is not shown in the provided analyses [1] [2].
2. Contradictory Figures in the Pack — 62%, 66%, and “Not Found”
Other supplied analyses do not find the 73% figure in their source documents or report lower, nearby percentages: one HubSpot-adjacent review reports 62% of consumers watched video content to learn about brands and 37% prefer discovering products via short-form video, while another compilation records 66% preferring short videos, a materially different but directionally similar number [3] [4]. Several analyses explicitly conclude the exact 73% claim is absent from their sources and thus cannot be verified from those documents [3] [6]. The presence of multiple percentages in the provided set signals variations in sampling, definition of “short video,” question wording, and the date or population surveyed — all of which shift headline percentages while preserving the core point that short video is widely preferred [3] [4].
3. Dates, Source Types, and What That Reveals About Reliability
The analyses come from a mix of industry reports and academic articles dated between 2023 and mid‑2025; some entries have explicit publish dates (e.g., HubSpot piece, 2024-07-29; Scientific Reports, 2025-05-13; other items are dated July 2025) and others are undated compilations re-reporting platform stats [3] [5] [2]. The most robust verification would require tracing the 73% figure to an original survey instrument or peer‑reviewed dataset, but among the provided items the ones asserting 73% are platform/agency summaries whose aim is marketing insight rather than methodological transparency [1] [2]. Conversely, sources that report different percentages tend to cite specific survey results or academic framing that emphasize measurement nuance [3] [4].
4. What’s Consistently True Across Sources — The Big Picture
Despite numeric disagreements, all analyses converge on a stable conclusion: short‑form video is a dominant and growing mode for consumers to learn about products and services, influencing purchase intent and discovery behavior. Multiple sources link video usefulness, ease‑of‑use, entertainment value, and trust as mediators of its effectiveness, and report high mobile consumption rates and marketer recommendations for sub‑60‑second formats [3] [5] [7]. Whether the preferring percentage is 62%, 66% or 73%, the evidence collectively shows a robust trend that businesses and educators should account for short‑form video in outreach and instructional design [3] [5] [7].
5. How to Treat the 73% Claim Going Forward
Treat the 73% figure as plausible but not universally authenticated within the provided materials: it appears in several industry summaries and trend articles, yet alternative compilations report differing percentages or the absence of that exact number, which points to variation from source to source rather than outright contradiction of the underlying trend [1] [3] [4]. When using the 73% stat in reporting or strategy, attribute it to the specific survey or report that produced it and note the broader supporting context (other percentages and academic findings show similar directionality). For rigorous claims, request the original survey methodology, sample frame, and exact question wording to determine whether 73% reflects a representative consumer population or a narrower cohort summarized by marketing outlets [3] [5].