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Audiobook Intelligence Briefing 2010
Audiobook Intelligence Briefing 2010
Audiobook Intelligence Briefing 2010
Audiobook Intelligence Briefing 2010
Audiobook Intelligence Briefing 2010
Audiobook Intelligence Briefing 2010
Audiobook Intelligence Briefing 2010
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Audiobook Intelligence Briefing 2010

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  • 1. Get more info on this report!Audiobook Intelligence Briefing 2010February 2, 2010This all-new title compiles the most recent data from Simmons Market Research Bureauand augments it with Simba’s proprietary intelligence to present the comprehensivereview of the audio market. This analysis doesn’t just show trend information regardingthe number of adults buying and how many titles they’re buying, but it presents everyconceivable demographic (age, ethnicity, gender, geographic region, education level,occupation type, employment status, household income, individual income, maritalstatus and more) in easy-to-read tables so users of this intelligence can compare theaudiobook 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 tobook buyers and the general population. Audiobook Intelligence Briefing 2010provides 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 thisresource.Additional InformationStamford, CT—March 3, 2010—Simba Information, the market intelligence firm behindTrade E-Book Publishing 2009 and Childrens Publishing Market Forecast 2010reports, this year also added Audiobook Intelligence Briefing 2010 to its researchofferings. Through more than 50 charts, the report details information on the consumersof 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 bookone that has truly been the real digitization story," Michael Norris, senior analyst atSimba Information. “The format has undergone a massive transformation in just a fewshort years.”
  • 2. The transformation has been especially visible in independent bookstores around thecountry: 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 havetoward using the Web more and more to acquire their titles.Another factor assisting the rapid change in format preferences has to do with therelationship consumers have with audio content. “Whether a consumer listens to anaudiobook with a tape cassette player or through a digital photo frame, the userexperience 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 intheir hands there’s a big opening for a change in how the content is packaged anddistributed, especially since the online world makes things noticeably easier for theconsumer.”The report also presents a comprehensive review of the audiobook market from SimbaInformation’s own intelligence and a compilation of national consumer data. Theanalysis 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 onaudiobook buyers which uncovers their thoughts, tendencies, media habits, Internethabits, shopping behaviors and technology influences as compared to book buyers andthe general population, providing a definitive picture of the buyers audiobook publishersand retailers should be targeting.For additional information please visit www.simbainformation.com or contact WarrenPawlowski at 203-325-8193 x114.About Simba Information:Simba Information is widely recognized as the leading authority for market intelligencein the media and publishing industry. Simbas extensive information network delivers topquality, independent perspective on the people, events and alliances shaping the mediaand information industry. Simba provides consulting and reports that provide keydecision-makers at more than 15,000 client companies around the globe with timelyanalysis, exclusive statistics and proprietary industry forecasts. For more information,please visit www.simbainformation.com.
  • 3. Table of ContentsThis all-new title compiles the most recent data from Simmons Market Research Bureauand augments it with Simba’s proprietary intelligence to present the comprehensivereview of the audio market. This analysis doesn’t just show trend information regardingthe number of adults buying and how many titles they’re buying, but it presents everyconceivable demographic (age, ethnicity, gender, geographic region, education level,occupation type, employment status, household income, individual income, maritalstatus and more) in easy-to-read tables so users of this intelligence can compare theaudiobook 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 tobook buyers and the general population. Audiobook Intelligence Briefing 2010provides 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 thisresource.Table of ContentsMethodologyChapter 1: Introduction Table 1.1: Overview of Book Purchasing Population: Audiobook Buyers Table 1.2: Overview of Book Purchasing Population: Audiobook Buyers, Fall 2007-Summer 2009Chapter 2: Demographics of the Audiobook Buyer Gender Age Group Race/Ethnicity Geographic Region Educational Attainment Employment Status Occupation Type Individual Income Household Income Marital Status
  • 4. People in HouseholdAdults in HouseholdChildren in HouseholdType of ResidenceValue of ResidenceTable 2.1: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by GenderTable 2.2: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by AgeTable 2.3: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by RaceTable 2.4: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by RegionTable 2.5: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by Education Level AttainedTable 2.6: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by Employment StatusTable 2.7: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by OccupationTable 2.8: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by Individual Employment IncomeTable 2.9: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by Household IncomeTable 2.10: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by Marital StatusTable 2.11: Overview of Audiobook Purchasing Population (U.S. Adults): No. ofPeople in HouseholdTable 2.12: Overview of Audiobook Purchasing Population (U.S. Adults): No. ofAdults in HouseholdTable 2.13: Overview of Audiobook Purchasing Population (U.S. Adults): No. ofChildren in HouseholdTable 2.14: Overview of Audiobook Purchasing Population (U.S. Adults):Breakdown by Kind of Residence
  • 5. Table 2.15: Overview of Audiobook Purchasing Population (U.S. Adults): Breakdown by Value of ResidenceChapter 3: Purchasing and Retailing Trends Retailing Trends Table 3.1: Overview of Book Purchasing Population (U.S. Adults): Types of Books Purchased Table 3.2: Overview of Book Purchasing Population (U.S. Adults): No. of Audio Titles Purchased in Last 12 Months Table 3.3: Overview of Book Purchasing Population (U.S. Adults): No. of Hardcover Titles Purchased in Last 12 Months Table 3.4: Overview of Book Purchasing Population (U.S. Adults): No. of Paperback Titles Purchased in Last 12 Months Table 3.5: Overview of Book Purchasing Population (U.S. Adults): Multiple Book Buyers Table 3.6: Audiobook Performance on Compact Disc in the Last 12 Months at Your Store Table 3.7: Audiobook Performance on Cassette in the Last 12 Months at Your Store Table 3.8: Overview of Book Purchasing Population (U.S. Adults): Retail Locations Table 3.9: Overview of Book Purchasing Population (U.S. Adults) Audiobook Buyers: Books Bought as GiftsChapter 4: Overview of Audio Population: Psychographic Details Self-Proclaimed Social Leaders Audiobook Buyers’ Involvement with Other Media Audio Buyers and Technology: BFF On Shopping and Advertising Traveling Looking Ahead Table 4.1: Overview of Book Purchasing Population General Attitudes: Strongly Agree Table 4.2: Overview of Book Purchasing Population General Attitudes: Health and Image Leader
  • 6. Table 4.3: Overview of Book Purchasing Population Social Interaction: StronglyAgreeTable 4.4: Overview of Book Purchasing Population Psychographic Scale:Newspaper and Radio InvolvementTable 4.5: Overview of Book Purchasing Population Psychographic Scale:Television and Magazine InvolvementTable 4.6: Overview of Book Purchasing Population Psychographic Scale: NewsSeekingTable 4.7: Overview of Book Purchasing Population Psychographic Scale:Research/Information GatheringTable 4.8: Overview of Book Purchasing Population Internet: Strongly AgreeTable 4.9: Overview of Book Purchasing Population Internet Life: Strongly AgreeTable 4.10: Overview of Book Purchasing Population Psychographic Scale:Internet ActivityTable 4.11: Overview of Book Purchasing Population Psychographic Scale:Internet InvolvementTable 4.12: Overview of Book Purchasing Population High Tech: Strongly AgreeTable 4.13: Overview of Book Purchasing Population Psychog aphic Scale: EarlyAdopterTable 4.14: Overview of Book Purchasing Population Psychographic Scale: TechShyTable 4.15: Overview of Book Purchasing Population Shopping Behavior:Strongly AgreeTable 4.16: Overview of Book Purchasing Population Shopping and ConsumerProducts: Strongly AgreeTable 4.17: Overview of Book Purchasing Population Advertising: Strongly AgreeTable 4.18: Overview of Book Purchasing Population Psychographic Scale:Advertising ReceptivityTable 4.19: Overview of Book Purchasing Population Psychographic Scale:Advertising NegativityTable 4.20: Overview of Book Purchasing Population Advertising—Attitudes onProduct Placement: Strongly Agree
  • 7. Table 4.21: Overview of Book Purchasing Population: Advertising Outside the Home Noticed in the Past 30 Days Table 4.22: Overview of Book Purchasing Population Travel: Strongly Agree Table 4.23: Overview of Book Purchasing Population Opinions About Automobiles: Strongly Agree Table 4.24: Overview of Book Purchasing Population Events Experienced/Expected to Experience in Next 12 Months Table 4.25: Overview of Book Purchasing Population Economic Outlook: Expect to Spend on Household Essentials Table 4.26: Overview of Book Purchasing Population Psychographic Scale: Economic Outlook for Next 12 MonthsChapter 5: ConclusionAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2521890US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004

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