Audiobooks: Your Listeners Are Affluent;
Some Performances 'Better Than Print'
October 29, 2010
When you narrate an audiobook, it's key to know who you're talking to.
And a recent survey of audiobook listeners' attitudes and behaviors by the Audio Publishers Association (APA) finds much about your listeners to bear in mind.
For one, listeners tend to be affluent, better educated than non-listeners, and use the audio format to fit more books into their lives.
Mystery/thrillers/suspense is the most preferred type of audiobook.
And in especially good news, more than half of the survey repondents believe that some books are better experienced as audio than in print.
These findings and many more come from the APA's 2010 Consumer Survey and focus group sessions, conducted earlier this year by independent research firm, Lewis & Clark. Following are highlights from the APA.
More than one-third of adult respondents (37%) have listened to an audiobook. Also:
AVID READERS, TOO
Whether listening or reading, book lovers favor the same categories of books. Audiobook listerners specifically prefer:
BETTER THAN PRINT!
For some books, listeners find audio to be the optimal format.
58% agree that an audio performance makes some books more interesting than they would be in print.
GETS KIDS TO READ
WHERE THEY LISTEN
Audiobooks are popular In many settings.
AT HOME, TOO?
Based on feedback at focus groups, the 2010 survey also probed listeners about using audiobooks at home.
A surprising 43% of audiobook fans reported using them while relaxing at home.
Personal recommendations dominate the reasons for a particular audiobook to be chosen.
Many audiobook formats are popular.
Most listeners are still listening on CDs, but the 2009 Audio Publishers Sales Survey indicated that for the first time, the number of audiobook downloads sold exceeded the number of audiobooks on CDs sold.
The 2010 data shows that 15% of adults and 19% of teens have downloaded an audiobook.
A total of 7,500 individuals were screened from a representative national sample of adults ages 18+.
Screening was conducted through a combination of online and telephone interviews.
From the total number of individuals screened, 1,478 adults and 220 teens between the ages of 15 and 17 were chosen and agreed to participate in the survey.
Prior to fielding the quantitative portion of this study, two focus groups were conducted among audiobook users to provide an additional understanding of the market. Observations from these groups were also incorporated into the final results.
ABOUT THE APA ...
The Audio Publishers Association (APA) is a not-for-profit trade organization whose primary goals are to promote awareness of the audiobook industry, gather and disseminate industry statistics, encourage high production standards, and represent the interests of audiobook publishers.
Since 1986, the APA has worked to bring audio publishers together to increase interest in audiobooks. This includes sponsorship of the annual Audies Awards and APAC industry conference.
For more, please visit the APA's website: www.audiopub.org.
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