1. Get more info on this report!
Audiobook Intelligence Briefing 2010
February 2, 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.
Additional Information
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.”

2. 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.

3. Table of Contents
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.
Table of Contents
Methodology
Chapter 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 2009
Chapter 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 Household
Adults in Household
Children in Household
Type of Residence
Value of Residence
Table 2.1: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Gender
Table 2.2: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Age
Table 2.3: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Race
Table 2.4: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Region
Table 2.5: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Education Level Attained
Table 2.6: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Employment Status
Table 2.7: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Occupation
Table 2.8: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Individual Employment Income
Table 2.9: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Household Income
Table 2.10: Overview of Audiobook Purchasing Population (U.S. Adults):
Breakdown by Marital Status
Table 2.11: Overview of Audiobook Purchasing Population (U.S. Adults): No. of
People in Household
Table 2.12: Overview of Audiobook Purchasing Population (U.S. Adults): No. of
Adults in Household
Table 2.13: Overview of Audiobook Purchasing Population (U.S. Adults): No. of
Children in Household
Table 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 Residence
Chapter 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 Gifts
Chapter 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: Strongly
Agree
Table 4.4: Overview of Book Purchasing Population Psychographic Scale:
Newspaper and Radio Involvement
Table 4.5: Overview of Book Purchasing Population Psychographic Scale:
Television and Magazine Involvement
Table 4.6: Overview of Book Purchasing Population Psychographic Scale: News
Seeking
Table 4.7: Overview of Book Purchasing Population Psychographic Scale:
Research/Information Gathering
Table 4.8: Overview of Book Purchasing Population Internet: Strongly Agree
Table 4.9: Overview of Book Purchasing Population Internet Life: Strongly Agree
Table 4.10: Overview of Book Purchasing Population Psychographic Scale:
Internet Activity
Table 4.11: Overview of Book Purchasing Population Psychographic Scale:
Internet Involvement
Table 4.12: Overview of Book Purchasing Population High Tech: Strongly Agree
Table 4.13: Overview of Book Purchasing Population Psychog aphic Scale: Early
Adopter
Table 4.14: Overview of Book Purchasing Population Psychographic Scale: Tech
Shy
Table 4.15: Overview of Book Purchasing Population Shopping Behavior:
Strongly Agree
Table 4.16: Overview of Book Purchasing Population Shopping and Consumer
Products: Strongly Agree
Table 4.17: Overview of Book Purchasing Population Advertising: Strongly Agree
Table 4.18: Overview of Book Purchasing Population Psychographic Scale:
Advertising Receptivity
Table 4.19: Overview of Book Purchasing Population Psychographic Scale:
Advertising Negativity
Table 4.20: Overview of Book Purchasing Population Advertising—Attitudes on
Product 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 Months
Chapter 5: Conclusion
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