accessplanit's Training Industry Benchmark Report is always full of fascinating statistics that we didn't see coming, and 2024's edition was no different.
From training delivery methods to learner opinions, from training course sales and marketing to tech, we are interested in finding out the unexpected trends, opportunities and challenges within the ever-changing training industry.
Taken from our annual research questioning training professionals and learners, in this blog we have compiled the 7 most surprising results from the 2024 Training Industry Benchmark Report.
7 most surprising results from the 2024 Training Industry Benchmark Report
1. The growth of in-house training
2. The fall of live virtual training
3. Changing learner preferences
5. Podcasts still haven't taken off
6. Creating course material named a top administration pain
7. Search engines not an effective marketing channel
Bonus: Decrease in the use of spreadsheets
1. The growth of in-house training
The most popular type of training course this year was in-house training, offered by 72% of training providers which is a 7% increase from last year. We were expecting in-house training to be popular - it regularly takes the top spot - but we found this growth surprising, especially considering the growing demand for eLearning and blended learning.
Plus, each year we ask participants to predict their focus for the following year, and in-house training exceeded last year's predictions by a massive 21%. Clearly, priorities have shifted.
Read more: Top 5 training industry trends for 2024
2. The fall of live virtual training
In terms of training delivery methods, in-person training took the top spot again in 2024, with 86% of respondents saying they offer it. This wasn't all that surprising but what did come as a shock was the steep fall of live virtual training, offered by just over half of respondents (55%) at a huge drop of 21% from last year.
It seems that the further away we get from the COVID-19 pandemic, where virtual training was forced to become the norm, the benefits of in-person learning have outweighed the need for live online training.
Our next point drives this one home even further...
3. Changing learner preferences
Learner preferences have changed massively since 2023. In-person classroom training is now the most popular training method, selected by 80% of respondents - a massive 44% increase from last year.
This is while live virtual training has fallen by almost a quarter (24%), no longer in the top spot with just 22% of learners saying they prefer it.
This shift is fascinating to observe and perhaps comes as learners have become tired of online learning having lived through the effects of the COVID-19 pandemic. They seem to crave face-to-face learning and expect training to be in person where possible.
Plus, our research showed that 39% of learners prefer intensive full-day courses over on-demand, bite-size or combination.
Read more: How to make boring training content engaging and fun
“Not everything, especially training, should be virtual 100% of the time. I know I learn better in person.”
Learner response, 2024 Training Industry Benchmark Report
4. The emergence of VR/AR
Augmented and virtual reality training has taken off this year. None of our 2023 respondents offered it as a training service, compared to 10% this year with a further 17% naming it as a future focus. This rapid growth represents a shift in the use of tech in the training industry.
This is perhaps due to significant improvements in the quality of this technology as more companies invest in making this once-futuristic idea the norm. It's more widely available now than ever before and graphics, controls and overall experience are always improving, making it a more viable option for increasing learner engagement and knowledge retention.
For example, AR and VR training is used to stimulate emergencies for health and safety training, giving delegates a realistic and practical experience from within a classroom. This can more effectively prepare them for the real thing - if executed well.
This article explores 22 examples of companies that utilise VR/AR training.
5. Podcasts still haven't taken off
Whilst some modern training delivery methods are being embraced, others are less popular. To us, the most surprising of these is podcasts.
Like last year, this is one of the only areas where learner demand isn't being met. 19% of learners named it as a preference but only 5% of training providers offered podcasts as a training delivery method. This is down from 30% in 2023.
Why is it that training providers aren't utilising this method that seems popular with learners? It could be that creating a podcast requires some specialist knowledge and tools that they simply don't have - lack of resources was named the top challenge for training providers in 2024.
Industry podcasts are becoming more and more popular as a leisurely pastime, so we think it's a great opportunity to fully embrace using podcasts for training because it could give your company a competitive edge.
6. Creating course material a top administration pain
Although our top four administration pains were the same as last year's, there was a big shift in the order they appeared on the list. The most unexpected was creating course material - this was not in the top 4 in 2022, came in at third in 2023 and jumped all the way to the top spot in 2024.
Could this be due to an increased pressure to create engaging course material when there are so many options within a competitive training landscape? It can be hard to know how to stand out from the crowd by choosing the best delivery methods and topics that suit your audience, especially when technology offers so many new and exciting possibilities.
Perhaps training providers could use emerging AI technology to create course material to tackle this admin pain?
7. Search engines not an effective marketing channel
Are you wondering how to promote training courses? Improving your Search Engine Optimisation (SEO) could be the answer, as nearly half (48%) of learners said they would use a search engine to find a training course in this year's Training Industry report.
This is converse to just 7% of training providers naming it as their most effective marketing channel. It seems there is plenty of potential to better meet learners where they are looking for courses by taking the time to optimise your website so that it appears in search engines.
Our Ultimate Guide to Growing Your Training Company includes SEO tips to get you started.
However, this shouldn't come at the detriment of leveraging training course testimonials and reviews which has taken the top spot for most effective marketing channel for the past 5 years and is the second most popular way that learners said they find courses.
Bonus: Decrease in the use of spreadsheets
We couldn't include this one on the main list because we don't find it very surprising! After all, we know (from first-hand experience) how unhelpful spreadsheets really are when it comes to training management. Despite still being a staple for many training companies, it's becoming clear that this is an outdated and error-prone medium, reflected in a significant decrease in the use of spreadsheets in 2024 by 18%.
This goes hand in hand with an increase in the use of training management software by 16%, with 64% of training providers now using it. It appears that more and more training providers are realising that using software to manage training is a far better option than manually processing data on realms of columns and rows. This is not a good use of time or money, especially when training management software has all the tools needed to run your training operation in one place.
No doubt related to this are the changes we've seen in admin challenges for training providers, with processing course bookings, course promotion and course and event scheduling all down from last year's pain figures. Training management software can automate and streamline most of this admin work, giving you time to focus on what matters and provide impressive ROI.
Explore the best training management software and why it trumps spreadsheets in our Ultimate Guide to Training Management Software.
Conclusion
What did you find most surprising from this year's Training Industry Benchmark Report? Download your free copy today for even more fascinating insight that you won't find anywhere else.
