APA Infographic

More Than 55 Million Americans Listen to Audiobooks Each Year

In the fast-growing sphere of audio options – which includes radio, streaming brands like Spotify and Pandora, podcasts, and satellite radio – a key component can’t be overlooked – the audiobook.

According to new information from Edison Research, more than 40% of Americans ages 18 and older have ever listened to an audiobook, and in the last year fully 22% of Americans have enjoyed one (approximately 55 million persons). The research was unveiled recently at the Audio Publishers Association event in New York.

APA Infographic

“When people talk about digital audio – audiobooks tend not to get their due,” says Edison VP Tom Webster, “but our research shows that audiobooks are increasingly being consumed in digital formats as well. While some of the market comes from renting CDs from a library, the new growth is coming from consumption on digital devices.”

In addition, the research shows that audiobooks are being consumed among younger adults in surprising numbers, aided by the digital device revolution. “After all,” says Webster, “what’s the difference between an audiobook and an especially long podcast? Our research shows audiobooks are part of the same renaissance in audio consumption.”

Among those who have listened to an audiobook in the last year, the average consumption was five audiobooks per year.

Edison Research will be releasing many more items about audiobooks and their usage in the weeks to come. The information comes from a nationally representative survey of Americans age 18 and older performed in early 2015.

About Edison Research:

Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, NPR, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, St. Jude Children’s Research Hospital, The Gates Foundation, and Univision. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About The Audio Publishers Association:

Formed in 1987, the Audio Publishers Association (APA) is a not-for-profit trade association that advocates the common, collective business interests of audio publishers. The APA consists of audio publishing companies and allied suppliers, distributors, and retailers of spoken word products and allied fields related to the production, distribution and sale of audiobooks. The APA serves as a networking, educational and information forum for its members; delivers programs, services and awards that serve the common business interests for its members; and promotes policies and activities that accelerate audiobook awareness and industry growth. APA and its members work to bring all audio publishers together to create increased public awareness for the audiobook industry through joint publicity efforts, national consumer surveys, trade show exhibits, an association newsletter and the annual APA conference, APAC.

Have you ever played hooky with your

Most moms have played hooky with their children

Have you ever played hooky with your

“Bueller…Bueller…Bueller? Anyone…anyone?” No matter how many times I’ve seen it, Ferris Bueller’s Day Off always gets me to laugh. The classic ‘80s flick about bored teenagers skipping school delivers the one-liners, and the message that kids will go to great lengths to not get caught.  Many of the best jokes in the movie come from the students staying one step ahead of the adults, so if Bueller’s parents were part of his plan, it wouldn’t carry quite the same punchline.

School’s out now, and we are into summer, but would moms in 2015 be willing to be part of the hooky plan instead of the punchline? Yes they would, according to new research from The Research Moms. In an online study conducted earlier this year, 57% of moms with a child in school between Kindergarten and 12th grade said they have ever played hooky with their child to do something fun for the day.

That percentage goes up when you look at employment status.   Among working moms, 63% have ever played hooky with their child while for stay-at-home moms, less than half (43%) said they have done so. Each of us has a list of priorities and we make our choices based on those priorities. Whether you agree with playing hooky or not, as a parent you can appreciate that life grinds in high gear and schedules are tight.   Throughout the daily hustle and bustle time marches on and it’s time with your children that can’t be gained back. For some, this realization provides the justification for playing hooky.

Undoubtedly, moms weigh the harm vs. the good before skipping kids out of school and extraordinary circumstances certainly must play a role.   In the words of Ferris Bueller, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” About thirty years after that quote was spoken in the iconic film, it still holds true.

How the study was conducted:

The Research Moms conducted a national online survey of 540 mothers with children age 21 and under in February 2015.

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The Podcast Consumer 2015

This presentation of The Podcast Consumer 2015 contains all new data on podcast users in America, derived from the Infinite Dial 2015 study from Edison Research and Triton Digital. The PDF (below) charts the rise of podcasting over the past decade, and also includes information on the following:

  • Demographics
  • Podcast Consumption
  • Device Usage
  • Social Media Behaviors
  • Other Media Behaviors

Download The Podcast Consumer 2015 Final here. You can also view/download the report on Slideshare, below.

In addition to the slide deck containing all charts and graphs, Edison Vice President of Strategy Tom Webster also conducted a webinar on June 24, giving context to the data and also discussing the past, present, and future of the medium. This webinar was 50 minutes long, and goes beyond the stats and into a discussion of how podcasting can grow, and what it needs to do to capture more advertising. You can watch the full webinar here:

The Podcast Consumer 2015 from Tom Webster on Vimeo.

How the study was conducted:

A total of 2,002 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 6 to February 10, 2015, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. The study includes a total of 900 cell phone interviews.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, ESPN, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, SiriusXM, Sonos, Sony, St. Jude Children’s Research Hospital, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Triton Digital:
Triton Digital’s® (http://tritondigital.com) technology has connected audio supply to advertising demand since 2006, providing the technical backbone for the digital audio marketplace. The company’s innovative technology enables both live and on-demand publishers to build audience and revenue globally. As a pioneer in the space, Triton Digital has made that audience available programmatically for the first time, maximizing audience buying efficiency for advertisers across the world.

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Register For The Podcast Consumer 2015

I am going to be giving a free, one-hour webinar on Wednesday, June 24th, on The Podcast Consumer 2015. This “virtual keynote” will not only go into detail on our 2015 podcasting data, it will also present a vision of the future of podcasting for both producers and advertisers. We at Edison are all very proud to have been serving the podcasting community for a decade–but what got us here, won’t get us there.

Join me at 3PM on Wednesday to find out how we are going to get there.

Register here today! Even if you can’t attend, do register–you’ll get a copy sent to you.

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School’s Out (For the Summer)!

As school starts winding down and the weather starts heating up, parents are reminded of the few months ahead when their children are out of school. It’s safe to assume that kids are excited to take time off from schoolwork, but what about mothers?

Aside from being an educational institution, school is also considered a form of childcare for many parents. It provides a safe environment in which children are stimulated, educated, socialized, entertained, and fed for a good portion of the day. So what are moms’ opinions on the months when school’s out and kids are home full-time? The Research Moms have the answer and it might surprise you.

When asked to categorize their feelings about summer vacation, more than two-thirds (69%) of moms of school-age children (Kindergarten through 12th grade) said they really liked having their children out of school all summer. Surprisingly, this sentiment is pretty consistent among different types of moms, with 70% of working mothers and 68% of stay-at-home mothers choosing this response as well.

Only 3% disliked summer vacation and the stress it brings regarding childcare options and activities for children to do. The remaining 28% fell somewhere in the middle with liking it in the beginning but ready for school to start again halfway through summer.

Summers Out

You may be tilting your head and thinking, “Huh?” at this data but let’s think a little harder at what summer vacation might mean for moms. Sure, they’re losing 7-8 hours of “free” time a day, but consider some of the pluses:

  • No more homework – This is a relief not just for kids, but for parents too, who help their children with their homework. According to a 2015 survey from Education.com, 80% of parents reported spending more time helping their kids with homework than their parents spent with them.
  • Less rushing – Getting children up, dressed, out the door, and on the bus on-time are no easy feats so it’s no wonder moms enjoy having summers off. While summer camps run on a similar schedule, parents are not checking for homework or school projects.
  • Fewer dance, soccer, cheerleading, baseball, piano, (insert other extracurricular activity here) classes – Throw extracurricular activities into the mix and the school year is even busier, with the U.S. Census Bureau reporting that 57% of children between 6 and 17 years old are involved with a least one after-school activity. And since parents are most likely coordinating these schedules and figuring out transportation to and from these activities, they probably enjoy a respite from some, if not all, the chaos.
  • More fun – The days are longer, the weather is nicer, and the ice cream man rings nightly. Despite the occasional groans of boredom, kids are happy to be out of school and are probably not complaining as often. Happiness is contagious and it’s likely that mom catches some of the joy as well.

So while a famous Christmas carol observes that “Mom and Dad can hardly wait for school to start again,” it seems that summertime is a completely different season.