I’m often amused by the scientific need to confirm the obvious – it can’t be real until it’s been tested, documented and peer reviewed, which I fully understand has a purpose. A recent study claims to show causality between video streaming and viewer behavior. Causality in itself is a significant term indicating that there is a proven relationship between one factor and another establishing cause and effect. Typically what science documents is that there exists a correlation between two or more factors. Correlation indicates a relationship, but not cause and effect. In this case, relying on more than 23 million video playbacks and more than 6 million unique visitors, the study released late last year documents that a video “start” delay lasting for more than two seconds causes viewers to begin to abandon the video (Sitaraman & Krishnan, 2012). Continue reading
Confirming the Obvious – With Data
12 Saturday Jan 2013
Posted Media Effects, Psychology
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