Why you keep quitting online courses (and then buy more)

Summary

この動画スクリプトは、オンラインコースの購入とその経験について述べています。多くの人がオンラインコースを買って最初は非常に興奮しますが、時間の経過とともにコースを実際に受ける間隔が長いようになり、最終的には中止してしまいます。これはularityの傾向を悪用することで、株主のためにお金を稼ぐことを最優先するオンラインプラットフォームのせいだと指摘しています。スクリプトでは、 Udemy、Skillshare、Udacity、Courseraなどの人気のあるオンライン学習プラットフォームの歴史とビジネスモデルについて説明し、どのようにそのようなシステムが学習の質と完了率に影響を与えるかを分析しています。また、より良い学習体験を提供する代替策を提案しています。

Takeaways

• 📚 オンラインコースの購買とその興奮は一時的で、時間と共に受講頻度が低下し、最終的には中止となるケースが多い。
• 😔 多くの人がオンラインコースを途中でやめてしまうのは、彼らの責任ではなく、プラットフォームの最適化が原因である。
• 💡 オンライン教育プラットフォームは、株主のために利益を最大化することが目的であり、消费者の最善の体験を提供するわけではない。
• 🚀 オンライン学習プラットフォームは、市場シェアを拡大し、投資家のために利益を上げることが最優先されている。
• 📈 2022年のアメリカのオンライン学習市場は2000億ドルに見積もりられ、大きな利益が期待されている。
• 🎓 Udemy、Skillshare、Udacity、Courseraなどの人気プラットフォームは、最高の学習体験を提供するのではなく、より多くのコースを提供し、コストを削減することに焦点を当てている。
• 🔄 UdemyとSkillshareは、インストラクターの門戸を開き、より多くのコースをカタログに加えることで品質が低下している。
• 🎓 CourseraとUdacityは、より高価で教育環境の良いコースを提供しており、より多くの卒業生が就職している。
• 💰 オンライン学習プラットフォームの多くは実際には利益を上げておらず、収益の大部分はマーケティングに投資されている。
• 🔧 オンラインコースを始めても途中でやめないためには、自己控制を取り戻し、自分が本当に興味を持っているコースを選ぶことが重要。
• 🌟 オンラインコースの良い学習体験を提供するプラットフォームの1つがBrilliantで、STEM分野の学習に特化し、インタラクティブな学習を提供している。

Q & A

オンラインコースを完了する人の割合はどのくらいですか？

オンラインコースを完了する人の割合は約4%から10%です。

なぜ多くの人がオンラインコースを途中でやめてしまうのでしょうか？

多くのオンラインプラットフォームが株主利益の最大化を優先し、最適な学習体験を提供することよりも市場シェアの拡大や収益を重視しているため、学習者のニーズを十分に満たしていない可能性があります。

遠隔教育はいつから存在していますか？

遠隔教育は19世紀から存在しており、信頼できる長距離通信の開発によって商業通信カレッジが登場しました。

オンライン学習プラットフォームの市場規模はどれくらいですか？

2022年時点で、米国のオンライン学習市場の規模は約2000億ドルと推定されています。

UdemyとSkillshareは元々どのようなコンセプトでスタートしましたか？

Udemyは元々ライブの仮想教室として開発され、Skillshareはグループベースで自己ペースのオンラインコースを提供し、最終プロジェクトの生産に協力することを目的としてスタートしました。

オンラインコースの完了率を改善するための方法は何ですか？

マーケティングスキームから抜け出し、興味のあるコースを慎重に選択し、質の高いコースに少し多めに投資すること、そしてコミュニティを通じて学習を強化することが推奨されます。

オンライン学習プラットフォームの利益性はどうですか？

CourseraとUdemyは公開企業であり、利益を上げていないことが公開情報からわかります。UdacityとSkillshareは非公開企業ですが、おそらく利益を上げていないと推測されます。

オンライン学習で成功するための鍵は何ですか？

良質な学習体験を提供し、学習者がコースを完了しやすい環境を作ることが重要です。これには、エンゲージメントのある学習、自己決定感、そして効果的な評価とフィードバックが含まれます。

オンラインコースの選択時に考慮すべきポイントは何ですか？

本当に興味があり、価値を見いだせるコースを選び、複数のコースに飛びつくのではなく、一つのコースに集中することが大切です。

オンライン学習の未来はどうなると思いますか？

オンライン学習は今後も発展を続けると思われますが、その成功はプラットフォームが学習者の経験とコースの質にどれだけ焦点を当てるかに大きく依存するでしょう。

Outlines

00:00

😟 オンラインコースの挫折とその背景

多くの人がオンラインコースを購入し、最初は非常に興奮していますが、時間の経過とともにコースを受講する間隔が徐々に長くなり、最終的には中止になってしまいます。このような経験を持つ人は多く、コースの4～10％しか終了しないと言われています。これはあなたのせいではありません。オンラインプラットフォームやコースの制作者が最良の体験を最優先していないからです。資本主義社会においては、企業は株主のために利益を追求することが一般的ですが、これは消費者の利益と一致するわけではありません。特に、企業が悪い人間的な傾向を悪用する場合です。

05:01

📉 オンライン学習プラットフォームの変化と課題

オンライン学習プラットフォームは、資本主義社会において利益を追求する企業として発展しました。Udemy、Skillshare、Udacity、Courseraなどのプラットフォームは、多くの人々が利用できるようになることで市場を拡大し、コストを削減することで利益を上げることになりました。これにより、コースの品質が低下し、受講率も低下しています。UdemyやSkillshareは、より多くのコースをプラットフォームに持ち込み、より多くの学生を引き付けることを目指しています。一方、CourseraやUdacityは、より高品質なコースを提供し、より高い受講率を目指しています。

10:02

🚀 オンラインコースの選び方と受講戦略

オンラインコースを受講するには、そのマーケティング戦略から解放され、自分が本当に興味を持っているコースを選ぶことが重要です。より高品質なコースを選ぶことも良いでしょう。また、良いオンライン学習体験に必要な要素を取り戻すことも大切です。プロジェクトベースの学習やコミュニティ形成、フィードバックなどが含まれます。BrilliantのようなSTEM学習プラットフォームは、インタラクティブで手を動かして学ぶことを重視しており、より高品質なコースを提供しています。

Keywords

💡オンラインコース

オンラインコースとは、インターネットを通じて提供される教育プログラムのことで、自宅などで学習することができます。この動画のテーマは、多くの人がオンラインコースを始めても途中でやめてしまう問題に焦点を当てています。

💡完了率

完了率とは、オンラインコースや教育プログラムを開始したLEARNERのうち、実際にコースを完了した人の割合を指します。この動画では、多くのオンラインコースの完了率が低く、その理由について分析されています。

💡自己改善

自己改善とは、自己のスキルや知識を向上させることを目的とした活動です。この動画では、オンラインコースを始めることが自己改善の一形態であるとして、多くの人がその意図を持ちながらも、コースを完了できないという問題に焦点を当てています。

💡市場シェア

市場シェアとは、ある企業が占有する市場のシェアを指します。この動画では、オンライン学習プラットフォームが市場シェアを拡大するために、より多くのコースを提供し、より低い価格設定を行っていることが明らかになります。

💡パロックス・オブ・チョイス

パロックス・オブ・チョイスとは、選択肢が多すぎるために選択できなくなってしまう心理現象です。この動画では、オンラインコースの選択肢が多すぎるために、LEARNERがどのコースを選べばないという問題が取り上げられています。

💡品質

品質とは、商品やサービスの価値や性能を示す概念です。この動画では、オンラインコースの品質が、多くのコースを提供し、価格を競争させるために低下していることが指摘されています。

💡マーケティング

マーケティングとは、商品やサービスを宣伝し、需要を創出することを目的とした活動です。この動画では、オンライン学習プラットフォームがマーケティング戦略を用いて、LEARNERに多くのコースを購入させることが問題となっています。

💡プロジェクトベースの学習

プロジェクトベースの学習とは、LEARNERが実際のプロジェクトに取り組むことで、学んだ知識やスキルを実践することを目的とした教育方法です。この動画では、プロジェクトベースの学習が効果的であることが示され、LEARNERはプロジェクトを通じて学んだ内容を実践することができます。

💡インストラクター

インストラクターとは、教育やトレーニングプログラムでLEARNERを指導する人物です。この動画では、オンライン学習プラットフォームがより多くのインストラクターを募集し、より多くのコースを提供することで、市場シェアを拡大していることが指摘されています。

💡認可

認可とは、公的または私的な機関から与えられる正式な承認を意味します。この動画では、Courseraが提供する認定证书が、会社や大学で認められることが示されています。

💡Brilliant

Brilliantは、STEM（科学、技術、工学、数学）を専門とするオンライン学習プラットフォームであり、インタラクティブな学習を重視しています。この動画では、Brilliantがより質の高い学習体験を提供し、LEARNERが実際に学んだことを実践できるようにしていることが紹介されています。

Highlights

Many people struggle to complete online courses, with an estimated 4-10% completion rate.

Online course platforms may prioritize shareholder value over optimizing for the best learning experience.

The shift from live virtual classrooms and group-based learning to a subscription-based model is driven by profitability, not educational effectiveness.

Udemy, Skillshare, Udacity, and Coursera are the most popular online learning platforms discussed, each with their own approach to course delivery and pricing.

Udemy's model focuses on a vast catalog of low-cost courses, which has led to a decline in course quality.

Skillshare initially offered project-based learning but transitioned to a model that prioritizes catalog size over learning outcomes.

Udacity and Coursera differentiate themselves by offering more structured learning experiences and industry-recognized certifications.

Despite the growth of the online learning market, estimates suggest that platforms like Coursera and Udemy may not be profitable.

Online learning platforms often invest a significant portion of their revenue back into marketing to attract more users and instructors.

The paradox of choice contributes to the issue of quitting online courses, as learners may struggle to choose from a vast array of options.

To combat the tendency to quit online courses, learners should focus on selecting courses they are genuinely interested in and stick with them.

Investing in higher quality courses that offer better learning experiences can lead to higher completion rates and more meaningful outcomes.

Incorporating elements of good online learning, such as engaged learning, agency, and assessment, can enhance the educational experience.

Brilliant is a learning platform that focuses on interactive, hands-on learning experiences, particularly in STEM fields.

The speaker's personal experience with Brilliant shows a higher completion rate and better understanding of the material compared to other platforms.

By understanding the dynamics of online learning platforms, learners can take back control and improve their own learning outcomes.

The video discusses strategies for overcoming the challenges of online learning and staying committed to course completion.

The historical development of distance learning, from postal correspondence to the modern era of online platforms, is outlined.

Transcripts

i'm sure many of you guys have had the

experience when you go and buy an online

course you are super super excited about

it

as time goes on the intervals of you

actually doing this course starts

becoming longer and longer and at some

point you stop you quit then you feel

very sad and you feel very guilty well

you're not alone in this situation in

fact for each course it's estimated

between four and ten percent of people

actually finish that course which is

pretty bad now what if i tell you though

that

it's not actually your fault well it's

like a little bit your fault but there's

actually a lot more to it the people who

make these online platforms these online

courses

may not actually be optimizing for the

best experience as you know most of us

live in a capitalist society and what

that means is that companies are

optimizing towards their shareholders

making money for their shareholders so

this is not a discussion about politics

and capitalism but such is the case now

hypothetically what is good for the

shareholders and making money is also

good for the consumer but this is not

always the case especially when

companies exploit what i call like bad

human tendencies for example the

tendency towards wanting to get that

dopamine rush when you're scrolling

through tick tock when you're scrolling

through instagram

[Music]

or the way that gym memberships work

people get really excited they want to

change themselves and then eventually

they stop going so in this video let's

dive a little bit more into this why do

so many people quit their online courses

is it actually designed such that

companies want you to quit your online

courses and do stay until the end

because after you understand how all

this fits together i'm going to explain

what it is that you can consciously do

so that you stop quitting your online

courses before i get started i just want

to mention that i have a newsletter

called boop's keyboard and it's about

coding productivity and basically how to

get your together so you should

check it out if you haven't already

linked in description also this video is

sponsored by brilliant but more about

them later in the video all right let's

first let's learn a little bit about the

background the idea of distance learning

may seem like it's something that's

pretty new like maybe in the late 90s

2000s 2010 something like that but

actually it's been around for a really

long time ever since the 19th century

this is when postal offices became a

thing

the notion of reliable long-distance

correspondence led to the development

and implementation of what was called

commercial correspondence colleges what

this basically means is that because of

the postal office people are able to

communicate now across distances and

very reliably so although i'm sure back

in the early days people were also

communicating with pigeons and something

like that pigeons were doves i don't

know how people communicated in the

olden days but it only became a reliable

thing in the 19th century and then tv

became a thing and this was

revolutionary in many different ways

including distance learning tv classes

started becoming a thing and on the kuht

which is now called the houston pbs this

was the first tv station in the us that

started broadcasting educational

material for both children and for

adults and then came the technology that

changed everything the internet and in

the early 2010s some of our favorites

started popping up it was udemy

skillshare udacity coursera and many

many more after that as well this

democratization of information of

education began to really really take

off as of 2022 the us market for online

learning is estimated at 200 billion

dollars so with a lot of money to be

made in this area slowly but surely

investors came in the company started

being developed and as i'll talk about a

little bit later it became not

necessarily about having the best

experience possible but about how to

make money i'm going to be focusing on

the most popular online learning

platforms which also happens to be the

ones that i have had the most experience

with personally so that will be udemy

skillshare udacity and coursera udacity

and coursera both started academia from

universities all coming from online

courses that were developed in school

and for you to me in skillshare i dug a

little bit more into their histories and

found that it was quite interesting

because both of them had a pretty

dramatic pivot udemy was first developed

as a live virtual classroom and then it

became what we know today which is the

super low cost online platform which for

some reason is constantly at 90 sales

and for skillshare which kind of

positions itself as more about the

creative stuff it started off as 15

self-paced online courses in which

students were meant to collaborate with

each other to produce a final project

but now they change it to a

subscription-based model in which you

have access to an entire catalog for i

believe 14 a month 16 a month something

like that so why this shift from these

virtual online classrooms as well this

group-based self-paced learning which

research has shown by the way are the

vital components of what makes a good

learning environment well very simple

because there is much more money to be

made because it scales much better

virtual classroom self-paced courses

that have projects involved these are

great learning tools but they don't

scale well so instead of focusing on

making the best learning experience

possible which a big metric determined

this is focusing on the completion rates

they instead decided to focus on what

brings in more money which is getting

more online courses into the platform

and lowering costs so that it's more

attractive to more students and this

really impacted the quality of online

learning to the point where the

completion rates now are estimated

between four to ten percent completion

like if you look at udemy's website its

tagline is literally save big learn more

it has 185 000 video courses which is

priced extremely low at nine dollars ten

dollars and twenty dollars and udemy is

absolutely notorious for using that

marketing trick of marking a way down

from courses that are supposed to cost

150 100 and in order to scale faster

they really needed to build up that

catalog of courses they can attract more

people so pretty much anybody can be an

instructor and actually the quality of

these courses declined and for

skillshare which started off as that

project-based learning for more creative

skills like drawing public speaking

entrepreneurship and because they also

wanted to be competitive in this market

it became all about trying to get as

much catalogue as possible which

similarly if you keep lowering the

standards of people so now at this point

everybody can be an instructor then it

also decrease the quality of these

courses it's also subscription based

which as another marketing thing it

makes you feel like it's really really

worth it if you're able to access all of

these different courses for only 14 a

month a caveat here is for udemy and for

skillshare i'm not saying that all these

courses are terrible there are very good

courses on there and they can be very

great value but because of the quality

issue you also get a bunch of

courses this was enforced by the market

skillshare and udemy they became huge

people think it's a better deal where

there's access to a lot of different

courses and the cheaper it is the better

it is right so of course these companies

are like wow this is doing so well so we

should focus on doing this more we

should get more courses and we should

cut more costs they invest a lot of

money into marketing to get more

instructors and they keep lowering that

barrier of entry so that more and more

instructors are able to get on and they

can increase their catalog and to cut

costs more obviously the more expensive

stuff like group learning all these

different things actually make courses

good they all got cut so now bring this

together you kind of get a glimpse now

of why it is that you keep quitting your

online courses well firstly because it's

not optimized in order to get a great

learning experience it's optimized in

order to capture more market share and

to make investors money and you think

you're getting a better deal by having

all of these courses available to you

but there's actually something called

the paradox of choice because you have

all these courses available to you then

you're like i don't know which course is

supposed to be the best so then you buy

a bunch of them and you jump from course

to course to course like me personally i

literally have like 30 plus courses from

you to me because it's so cheap in my

opinion these online platforms they also

exploit this idea of self-improvement if

you think about it logically if the

completion rate is four to ten percent

assuming that you're like an average

person you probably don't complete more

of your courses so why is it that you

keep coming back well it's similar to a

gym membership you have this huge desire

to improve yourself so even though that

you buy a course and you don't actually

do it but you're like i need to improve

myself that's the same mentality as

people who keep getting gym memberships

and never end up going so now that i

have chat enough on skillshare and on

youtube let us now circle back to

coursera and udacity i must say that

coursera and udacity are a lot better in

terms of a business model um than

skillshare and udemy there still is that

competition of trying to increase the

number of courses possible in your

catalog because that's attractive to

people but unlike udemy and skillshare

it doesn't compete as much on trying to

lower the price as much as possible so

the quality of these courses are a lot

higher it's more about justifying the

cost by adding on more services udacity

for example has these nano degrees and

because it actually partners with

different companies people who graduate

from that company are able to then apply

for those companies in order to get a

job so this is how udacity is able to

justify itself at

dollars per month or its other one which

is a thousand nine hundred ninety five

dollars for a four month course access

and coursera takes a step even further

while udacity partners with different

companies it's not an accredited degree

that you get but for coursera there's

actually certificates that companies and

universities recognize like for the

google ones there's 39 per month and for

some of them you also pay a little bit

more for a final exam but this is

recognized by google as like a four-year

degree and you attend these online

degrees for universities you actually

end up getting a degree from that

university so it's kind of justified if

you pay something like two thousand

three thousand dollars or even up to

twenty six thousand dollars for the mcit

course that i took because compared to

the actual on-campus one which cost me

over a hundred thousand dollars without

including rent and food and living

expenses it's totally more worth it

isn't it so how does the course

completion rate of these higher cost

better learning environment courses um

compared to udemy and skillshare well of

course companies don't really want to

publicize as much because you know like

the numbers are not the best and they

kind of try to manipulate a little bit

so with a grain of salt over here

coursera says that in terms of its paid

students 55.4

graduate but then there's also a bunch

of independent studies that were done

and one in 2009 said if you don't

differentiate between the paid students

and the non-paid students um you end up

getting around 15 which i guess is still

higher than the four to ten percent so

from personal perspective i'm gonna be

honest with you guys i have also quit a

lot of udacity courses and coursera

courses but i guess if you compare that

to the udemy courses of the skillshare

courses i could it is less so if i were

to rate these different learning

platforms i would say that udacity is

probably the best because the way that

it does is marketing the way it is that

it's trying to optimize for is less so

about lowering cost as well as trying to

increase his catalog as much as possible

it's more about the results the number

of people who graduate who get jobs in

the end and things like that so while i

was digging through the information on

these different learning platforms i did

also notice something that was very

interesting from a financial side none

of these online learning platforms are

actually profitable coursera and udemy

are public companies so these figures

are published and it is for sure not

profitable and for udacity and

skillshare they're private companies but

the estimate is that they're probably

not profitable either in fact like a

fifth to a third of the revenue that

they're making is pretty much just put

directly back into marketing okay now

that we've kind of seen how online

platforms online courses are not exactly

targeted towards making the best

learning experience possible which is

why you

often end up quitting your courses so

what to do about this so i'm not saying

that you should only do courses from

udacity and coursera because they are a

lot more expensive and also it's not

like they're completely optimized for

trying to make the best learning

experience possible anyway um as most of

its money is going to marketing but

luckily there are a lot of things that

you can do and it all centers around

taking back control now that you

understand how these companies operate

how these courses operate you're able to

take that control back to yourself in my

opinion the first thing that you should

do is get yourself out of that marketing

scheme that they are trying to get you

to buy into don't just be like this

course is super cheap and this course is

free so let me get all of them you

should choose the courses that you're

genuinely interested in and really just

stick with those courses and if you have

the ability it's okay to spend a little

bit more money in order to get a better

quality and the second thing i recommend

is to add back to qualities of good

online learning that were lost and a

hint of what it was like what udemy was

at the very beginning a virtual

classroom and what skillshare was in the

beginning a group-based project-based

learning method the way that i solve

this issue is by live streaming myself

so that i'm able to have that community

based around me and i do try to work

with other people in order to do

projects but that doesn't really work

that well but i do try my best in order

to choose courses that are project-based

or at least find my own projects to do

so that i can apply to things that i

learned and to make this a little bit

more formal there were actually quite a

lot of frameworks that were developed

that talk about like what is considered

a good learning experience a good online

learning experience and one of them is

study by the university of central

florida and what you want to have is

engaged learning an environment that

promotes people to understand what it is

that they're learning to be able to

practice things to apply things you also

want agency which is the feeling that

you have control over the environment

and also what you want is assessment

which is how quickly instructors respond

this one is a little bit hard you either

have to pay for the more expensive

course or you find someone who is able

to guide you who's a little bit more

experienced so i came up with my methods

of how to incorporate these good

learning techniques back into these

online courses but there are a lot of

other ways of doing this as well so now

that you know what the ingredients are

to make a good online experience what

are the things that you think you can

add onto it so that in the future you

don't quit your online courses as much

so one platform that i think also does a

really good job on not trying to focus

so much on the marketing side on the

like cutting cost things like that and

really trying to focus on the actual

learning experience is brilliant who is

kindly sponsoring today's video thank

you brilliant brilliant is a stem

learning platform that specializes in

interactive hands-on learning this is

less scalable which is also why

brilliant has less courses available but

the quality of these courses are so much

higher brilliant is really about how to

engage the audience better which is

especially powerful for stem learning

they have timeless course offerings like

math and stats programming with python

as well as new course offerings to

explore topics like neural network and

quantum computing you can join the

millions of people who are already

learning on brilliant and head over to

this link over here also linked in

description if you go through my link

the first 200 people will get 20 off an

annual membership which in my opinion is

seriously so worth it i'm not gonna lie

and say that i finish every single

brilliant course i have done but my

completion rate for these brilliant

courses is much much higher and i also

feel like when i study something on

brilliant i also leave with an

understanding of how it is i can

actually apply to things that i learned

alright that is all that i have for you

guys today i will see you guys in next

video we're live streaming

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