APA Survey Finds Solid Audio Gains in 2007

by Jim Milliot -- Publishers Weekly, 9/15/2008 10:27:00 AM

Sales of spokenword audiobooks rose 12%, to just over $1 billion, in 2007 and the percentage of adults that now listen to audiobooks rose to 28%, according the Audio Publishers Association’s annual sale and consumer surveys. Young listeners are the fastest-growing segment of the market, with the APA reporting that 53% of teens have listened to an audiobook. Sales of CDs and downloads increased in the year, while sales of cassettes declined. CDs represented 78% of audiobook sales in 2007, with downloads comprising 17%, up from 14% in 2006. The market share of cassettes was 3% in 2007 down from 7% in 2006. The library was the most popular place for consumer to get audiobooks, while retail bookstores was the largest sales channel.

The car continues to be the place where consumers listen to audiobooks the most, with 40% of consumers reporting they listen to audiobooks during long drives and another 18% listen on their commute to work. Twenty-three percent of consumers said listening to audiobooks was a good use of time while doing other activities. According to the survey, mystery/thriller/suspense is the most popular segment, followed by general fiction, science fiction/fantasy, biography/memoir, and classic fiction.

The consumer survey was based on responses from 2,363 adults, while the sales information came from 26 APA members.

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