‘Immersive Media & Books’ Study: Audiobooks and Context

From Publishing Perspectives:

As many programs and presentations this year have demonstrated, the digital acceleration prompted by the still ongoing coronavirus COVID-19 pandemic  created strong market movement for audiobooks in 2020, in many parts of the world and particularly in the United States.

. . . .

Panorama and the Audio Publishers Association offer several key top-line findings that add numbers to our growing understanding of the energy in digital formats and particularly in audio— energy that has in many markets, the States included, persisted beyond what some would have expected into this year.

Note, for example, the importance to the trade book publishing industry of the second point in which we see audiobook-engaged consumers buying the same book in multiple formats. This is a key to the messaging coming from the association and the Panorama Project survey, a depiction of audiobook consumers as both interested and integrated in the broader community of literature and its commerce.

  • 43.6 percent of the general survey population respondents said they engage with audiobooks
  • 49.6 percent of those who engage with audiobooks said they buy the same book in multiple formats
  • 67.9 percent of those surveyed who engage with audiobooks said they are also avid book readers (on the order of four or more books per month)
  • That subset of audiobook-engaged consumers equates to 53 percent of the general survey population
  • Audiobook engagers surveyed identified themselves as younger than the general survey population, with 41.5 percent of millennials and 43 percent of Gen X people responding saying that they’re engaging with audiobooks
  • Greater percentages of people of color—Black 19.6 percent, Latinx 16.4 percent—said they engage with audiobooks compared to the general survey population
  • Audiobook engagers surveyed said they rely heavily on word-of-mouth for book discovery, with 21.6 percent citing friends, 13.6 percent citing family, and 10.1 percent citing social media
  • 81.4 percent of audiobook engagers surveyed said they have a library card, compared to 75.8 percent of the general survey population

Audio enthusiasts surveyed said their favored genres in adult fiction are mystery, classics, fantasy, romance, and thriller. In adult nonfiction, respondents listed history, biographies and autobiographies, body/mind/spirit, spirituality, and business. The audio enthusiasts surveyed said they engage with YA (fiction and nonfiction) in all genre categories at higher rates than was reported by the general survey population.

Link to the rest at Publishing Perspectives