Consumers Ages 18–44 Are Top Audiobook Listeners

BY Rachel Cagle
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"According to global information company The NPD Group, nearly three out of four consumers in the U.S. reported reading a book or listening to an audiobook in the past six months."

"Audiobooks are part of a growing listening movement in the U.S., evidenced by the increase in popularity of podcasts and digital music. NPD survey respondents who read books also reported spending 10% more time this year than they did last year listening to other forms of audio, including podcasts and music. When asked why they are focused on listening, respondents cited the ability to multi-​task as a key factor."

"Audiobook listeners are also some of the most omnivorous consumers, from a demographic and behavioral point of view. In fact, adults between the ages of 18 and 44, a key consumer demographic for marketers, are listening to audiobooks the most. 'Audiobook listeners are also most likely to engage with all forms of book activity, making them valuable consumers when it comes to content and purchasing power,' Kristen McLean, books industry analyst, NPD Bookscan said. 'They practice equal-​opportunity literacy, not only listening to audiobooks, but also reading print books, magazines, and graphic novels.'”

Consumers who listen to audiobooks can easily access their files wherever they go using smartphones, and Smartphone Users are just as interested in a diverse array of media. According to AudienceSCAN, last year, Smartphone Users took action after receiving direct mail ads and email ads and after seeing ads in both print and online newspapers and magazines. Additionally, within the last month, more than half have used a search engine to research a product they were considering, but nearly a fourth never go past the first page of search results.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on bookstores and libraries, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.