B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
65%
65% -- information retention rate for audiences receiving stories vs statistics (2015)
65-70% of people retain information when shared simply as a story.
- Reported as a range (65-70%) in a secondary citation of a London School of Business study
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
65%
Unit
Percentage
Data Vintage
2015
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
London School of Business
Primary
Tier C
https://thestartupvideos.com/storytelling-for-startups-10-tips-to-learn-from-great-startups/ ↗
Source Article
Storytelling for Startups: 10 Tips to learn from great startups
Storytelling for Startups: 10 Tips to learn from great startups
Nowadays, getting anyone to pay attention to our message is harder than getting a teenage off of Social Media; we continue to push creative boundaries to engage people using the newest innovations from games to branded content. While th…
Original Research
London School of Business
· Original study ↗
Methodology
Study by London School of Business cited by the article; range 65-70% midpoint reported. Story-only retention vs 5-10% for statistics alone and 25-30% for story plus statistic.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
audiences receiving stories vs statistics: 65% information retention rate. Source: London School of Business (2015). Via Lighthouse Intelligence -- https://lighthousedata.io/data/storytelling-information-retention-lsb
HTML Embed
<blockquote cite="https://lighthousedata.io/data/storytelling-information-retention-lsb" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>65%</strong> -- information retention rate for audiences receiving stories vs statistics<br><small>Source: London School of Business (2015) · <a href="https://lighthousedata.io/data/storytelling-information-retention-lsb" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Related Statistics
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.