"...Hearing is reflexive and passive; listening is conscious and active. We absorb information best by using multiple senses.... A study done at the University of Texas found that people remember:

10 percent of what they read; 20 percent of what they hear; 30 percent of what they see; 50 percent of what they see and hear; 70 percent of what they say; and 90 percent of what they do and say"

Metcalf, Tom. (1997) "Listening to your clients," Life Association News, 92 (7) p16-17.