Market Research Logo

Audiobook Intelligence Briefing 2010

This all-new title compiles the most recent data from Simmons Market Research Bureau and augments it with Simba’s proprietary intelligence to present the comprehensive review of the audio market. This analysis doesn’t just show trend information regarding the number of adults buying and how many titles they’re buying, but it presents every conceivable demographic (age, ethnicity, gender, geographic region, education level, occupation type, employment status, household income, individual income, marital status and more) in easy-to-read tables so users of this intelligence can compare the audiobook buyer with not just all book buyers, but the general population as well.

This report also uncovers audiobook buyers’ thoughts, tendencies, media habits, Internet habits, shopping behaviors, technology influences and more as compared to book buyers and the general population. Audiobook Intelligence Briefing 2010 provides a definitive picture of the buyers audiobook publishers need to be targeting.

If you have a stake in the future of the audio market, you can’t afford to be without this resource.


Stamford, CT—March 3, 2010—Simba Information, the market intelligence firm behind Trade E-Book Publishing 2009 and Children's Publishing Market Forecast 2010 reports, this year also added Audiobook Intelligence Briefing 2010 to its research offerings. Through more than 50 charts, the report details information on the consumers of audiobooks as well as the rapid change the market has undergone.

“While e-books get the headlines, it is the audiobook market rather than the print book one that has truly been the real digitization story," Michael Norris, senior analyst at Simba Information. “The format has undergone a massive transformation in just a few short years.”

The transformation has been especially visible in independent bookstores around the country: two years ago, about one in four didn’t carry audio titles. Today, it’s about half, according to the report, which also shows the higher tendency audio buyers have toward using the Web more and more to acquire their titles.

Another factor assisting the rapid change in format preferences has to do with the relationship consumers have with audio content. “Whether a consumer listens to an audiobook with a tape cassette player or through a digital photo frame, the user experience is pretty much the same since the content flows through wires either way,” said Norris. “When there aren’t a lot of consumers saying they love the feel of a CD in their hands there’s a big opening for a change in how the content is packaged and distributed, especially since the online world makes things noticeably easier for the consumer.”

The report also presents a comprehensive review of the audiobook market from Simba Information’s own intelligence and a compilation of national consumer data. The analysis shows trend information regarding the number of adults buying audiobooks, how many titles they buy, and presents key demographic characteristics of the buyers, including age, ethnicity, gender, geographic region, occupation type, household income, and more. The tables show the characteristics of audio buyers, traditional book buyers, and the general population.

In addition, Audiobook Intelligence Briefing 2010 contains psychographic data on audiobook buyers which uncovers their thoughts, tendencies, media habits, Internet habits, shopping behaviors and technology influences as compared to book buyers and the general population, providing a definitive picture of the buyers audiobook publishers and retailers should be targeting.

For additional information please visit www.simbainformation.com or contact Warren Pawlowski at 203-325-8193 x114.

About Simba Information:

Simba Information is widely recognized as the leading authority for market intelligence in the media and publishing industry. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba provides consulting and reports that provide key decision-makers at more than 15,000 client companies around the globe with timely analysis, exclusive statistics and proprietary industry forecasts. For more information, please visit www.simbainformation.com.

  • Methodology
  • Introduction
    • Table Overview of Book Purchasing Population (U.S. Adults) Audiobook Buyers (in 000)
    • Table Overview of Book Purchasing Population (U.S. Adults) Audiobook Buyers, Fall 2007-Summer 2009 (in 000)
  • Demographics of the Audiobook Buyer
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Gender (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Age (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Race (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Region (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Education Level Attained (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Employment Status (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Occupation (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Individual Employment Income (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Household Income (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Marital Status (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) No. of People in Household (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) No. of Adults in Household (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) No. of Children in Household (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Kind of Residence (in 000)
    • Table Overview of Audiobook Purchasing Population (U.S. Adults) Breakdown by Value of Residence (in 000)
  • Purchasing and Retailing Trends
    • Table Overview of Book Purchasing Population (U.S. Adults) Types of Books Purchased (in 000)
    • Table Overview of Book Purchasing Population (U.S. Adults): No. of Audio Titles Purchased in Last 12 Months (in 000)
    • Table Overview of Book Purchasing Population (U.S. Adults): No. of Hardcover Titles Purchased in Last 12 Months (in 000)
    • Table Overview of Book Purchasing Population (U.S. Adults) No. of Paperback Titles Purchased in Last 12 Months (in 000)
    • Table Overview of Book Purchasing Population (U.S. Adults) Multiple Book Buyers (in 000)
    • Table Audiobook Performance on Compact Disc in the Last 12 Months at Your Store
    • Table Audiobook Performance on Cassette in the Last 12 Months at Your Store
    • Table Overview of Book Purchasing Population (U.S. Adults) Retail Locations (in 000)
    • Table Overview of Book Purchasing Population (U.S. Adults) Audiobook Buyers: Books Bought as Gifts (in 000)
  • Overview of Audio Population: Psychographic Details
    • Table Overview of Book Purchasing Population General Attitudes: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Health and Image Leader (in 000)
    • Table Overview of Book Purchasing Population Social Interaction: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Newspaper and Radio Involvement (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Television and Magazine Involvement (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: News Seeking (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Research/Information Gathering (in 000)
    • Table Overview of Book Purchasing Population Internet: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Internet Life: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Internet Activity (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Internet Involvement (in 000)
    • Table Overview of Book Purchasing Population High Tech: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Early Adopter (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Tech Shy (in 000)
    • Table Overview of Book Purchasing Population Shopping Behavior: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Shopping and Consumer Products: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Advertising: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Advertising Receptivity (in 000
    • Table Overview of Book Purchasing Population Psychographic Scale: Advertising Negativity (in 000)
    • Table Overview of Book Purchasing Population Advertising-Attitudes on Product Placement: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Advertising Outside the Home Noticed in the Past 30 Days (in 000)
    • Table Overview of Book Purchasing Population Travel: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Opinions About Automobiles: Strongly Agree (in 000)
    • Table Overview of Book Purchasing Population Events Experienced/Expected to Experience in Next 12 Months (in 000)
    • Table Overview of Book Purchasing Population Economic Outlook: Expect to Spend on Household Essentials (in 000)
    • Table Overview of Book Purchasing Population Psychographic Scale: Economic Outlook for Next 12 Months (in 000)
  • Conclusion

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report