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APA Presentation - May 2015

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by

Megan Lazovick

on 23 November 2015

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Transcript of APA Presentation - May 2015


Edison Research
Methodology
Author of The Infinite Dial, a long-running series of annual studies (since 1998) that measures consumer use of the Internet, streaming audio, social networking, and other new media technologies

Adults age 18 and older
Online and offline
All respondents reported ever having listened to an audiobook
1849 respondents
Study conducted in March/April 2015
Infrequent Listeners
APAC 2015
Provides strategic information for businesses worldwide with a specialty in media, advertising and entertainment industries

Conducts the exit polls for all U.S. elections for ABC, CBS, CNN, FOX, NBC and the Associated Press

Leading provider of radio research, with more than 20 years’ experience

Last listened to an audiobook more than a year ago
Listened to between one and three audiobooks in the past year
Listened to four or more audiobooks in the past year
Why listen to audiobooks?
49% Men
51%
Women
41%
of Americans 18+ reported ever having listened to an audiobook
47%
32%
21%
Listening to audiobooks is good for long car trips
% agreeing
Who Listens to Audiobooks?
Types of Audiobook Listeners
Occasional Listeners
Frequent Listeners
Types of Audiobook Listeners
Listening to audiobooks is relaxing
Listening to some books is more interesting than reading them
Audiobooks are useful in helping children improve their reading skills
You find it difficult to find the books you want in audiobook format
Compared to other book formats, audiobooks are too expensive
39%
50%
59%
of Infrequent Listeners agree
of Occasional Listeners agree
of Frequent Listeners agree
"Listening to some books is more interesting than reading them"
36%
47%
59%
of Infrequent Listeners agree
of Occasional Listeners agree
of Frequent Listeners agree
"Audiobooks are useful in helping children improve their reading skills"
listened to an audiobook
39%
Do you ever discover new audiobooks from...?
82%
67%
occasional listeners
frequent listeners
file in the past year
using a
digital
How do you listen to audiobooks most often?
Recommendations from friends/family
Browsing through a library
or a library's website
Browsing through apps/websites
that exclusively sell audio
Browsing through physical bookstores
Browsing through apps/websites
that sell a variety of media
Reading bestseller lists or book reviews
Social media sites
Familiarity with the narrator
Subject of the book
Price
Narrator
Author
Format (CD, digital file, etc.)
Ability to listen to a sample
Recommendation
Reviews
Length
70%
Additional content
57%
56%
55%
Cover or packaging
Store display
54%
44%
42%
42%
% saying very or somewhat important
When purchasing an audiobook, how important is...?
74%
71%
47%
44%
30%
27%
% saying yes
85%
68%
65%
65%
62%
51%
49%
48%
41%
29%
26%
26%
Compared to one year ago, are you purchasing (format) more, less, or about the same?
31%
23%
20%
20%
16%
% saying "purchasing more"
E-books
Audiobook digital downloads
Hardcover books
Paperback books
Audiobooks on CD
They were less expensive
You would purchase more audiobooks if...?
There were a better selection
of books you are interested in
A free trial chapter
or excerpt were available
Audiobooks were easier
to find online
% agreeing
Traveling for business or pleasure
Relaxing at home
Commuting to work
Walking, running, or working out
Crafting, gardening, or cooking
62%
61%
54%
29%
27%
% saying yes
Do you ever listen to audiobooks while...?
62%
59%
64%
65%
58%
54%
59%
65%
46%
37%
50%
58%
44%
32%
49%
61%
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65 and older
16%
14%
16%
18%
17%
19%
Going Digital
Bookish Behavior
13% 11% 11% 21% 22% 22%
Total
20% 21% 21% 18% 12% 8%
Infrequent listeners
Occasional listeners
Frequent listeners
17% 32% 23% 14% 9% 5%
Infrequent Listeners
Occasional Listeners
Frequent Listeners
35% 28% 16% 11% 10%
Infrequent
Listeners
Occasional
Listeners
Frequent
Listeners
Total
56% 20% 6% 5% 13%
23% 32% 21% 15% 9%
14% 37% 24% 16% 9%
37%
24%
45%
49%
% mobile
Mysteries/Thrillers/Suspense
History/Biographies/Memoirs
Popular Fiction
Classics
Science Fiction/Fantasy
Self-help/Spirituality
Romance
Health and Fitness
Children/Young Adult/Teen
Business
69%
65%
64%
60%
51%
45%
40%
37%
36%
31%
48%
have purchased an audiobook, either as a digital download, a physical/packaged CD, or as a subscription to an unlimited service, in the past 12 months
66%
are likely to purchase an audiobook in the next
12 months
the average number of audiobooks listened to in the past 12 months
3
% of audiobook listeners liking reading or listening to genre
Self-help/Spirituality
Creator of Share of Ear , the first measurement of the entire audio space in the US

History/Biographies/Memoirs
Mysteries/Thrillers/Suspense
Science Fiction/Fantasy
Health and Fitness
Popular Fiction
Romance
Classics
Business
Children/Young Adult/Teen
35% 42% 24%
28% 51% 21%
27% 48% 25%
27% 45% 28%
26% 45% 29%
25% 46% 29%
25% 45% 30%
24% 52% 24%
20% 57% 23%
18% 54% 28%
Do you prefer reading or listening to (genre) as an audiobook, hardcover or paperback book, or as an e-book?
Base: enjoy reading or listening to genre
SM
25%
of all audiobook listeners currently subscribe to Audible, Audiobooks, Downpour, Scribd, or
another audiobook service


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