Existing literature reveals scarcity of, and inadequate, empirical evidence to support the quality of learning with the use of Web 2.0 technologies. Thus, this paper reports on a research that contributes to this empirical evidence as well as unveiling the factors that would affect the adoption of these technologies in a learning environment. Primary research applied mixed method by using open and closed ended questions in a questionnaire administered to 181 students in five UK universities and an observational studie with a discussion forum. Their views on using social collaborative tools such as blogs, discussion forums, Facebook groups, google doc, podcasts, and Wikis in their learning activities were analysed. The findings indicate that the students' learning was improved in the areas of feedback, collaboration and critical thinking skills. In addition the research reveals that adoption can be enhanced with management support, planning and setting implementation goals, educating staff, promoting the benefits and evaluating the progress of Web 2.0 use on teaching and learning. The paper also indicates areas for further investigation.