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, 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.

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, 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.

The Infinite Dial 2015

The Infinite Dial 2015, the latest in a long-running series of studies on consumer adoption of digital media, was released today (see below for download information). This new national survey from Edison Research and Triton Digital found that 53 percent of Americans age 12 and older listen to online radio monthly and 44 percent, or 119 million people, listen on a weekly basis.

The study, released today, is the 23rd in a series dating back to 1998 that use the “gold standard” of survey research – a random probability telephone sample representative of all Americans ages 12 and older.

Among the many other findings:

  • More than seven in ten (71 percent) now own a smartphone, an increase of ten percentage points from the 2014 report.
  • Pandora is the leading Internet-only audio service. More than half (54 percent) of Internet audio users say that Pandora is the service they listen to most often followed by iHeartRadio (11 percent), Spotify (10 percent), and iTunes Radio (8 percent).
  • Facebook is the most used Social Media site with nearly two-thirds (65 percent) of those who use any Social Media saying Facebook is the service they use most often. Among 12 to 24 year-olds, Facebook (43 percent) is the most used, beating Instagram (18 percent), Snapchat (15 percent), and Twitter (8 percent).
  • Podcasting is on the rise, as monthly audio podcast consumption grew from approximately 39 million monthly users in 2014 to approximately 46 million in 2015.
  • The majority of Americans (57 percent) say that technological change over the last ten years has had a positive impact on society; while only 15 percent say that it has had a negative impact.
  • Nearly two-thirds (63 percent) of all users and nine-in-ten 12 to 24 year-olds have used YouTube to watch music videos or listen to music.

“Media consumption habits have changed dramatically in the past five years,” noted Tom Webster, Vice President of Strategy and Marketing, Edison Research. “Online Radio has become mainstream, Podcasts are enjoyed by a significant portion of the population, and even the social media platforms that dominated five years ago have shifted. It’s vital for marketers and advertisers to understand and plan for these shifts.”

“Perhaps the most significant finding from this year’s report is the change in frequency of use for streaming audio,” said John Rosso, President, Market Development, Triton Digital. “For years Americans have been occasional listeners but for the first time it’s apparent that streaming audio has become an ingrained part of our lives as the number of Americans listening weekly is now 44 percent. This is a huge opportunity for publishers and marketers to better identify and target their listeners to maximize ad-based revenue.”

Download The Infinite Dial 2015 here.

The Infinite Dial 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, 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.

 

Media Contacts:

Nicole Cornwell

Fama PR for Triton Digital

617-986-5014

triton@famapr.com

 

Tom Webster

Edison Research

twebster@edisonresearch.com

Streaming Audio Now Bigger than AM/FM Radio among US Teens

FOR IMMEDIATE RELEASE

American Teens now spend more time with streaming audio services such as Pandora and Spotify than they do with AM/FM radio (including both over-the-air and the online streams of AM/FM stations), according to the Fall 2014 Share of Ear℠ report, new research from Edison Research.

“While AM/FM Radio listening leads by a significant margin among all other age groups, much of teens’ listening time has shifted to pureplay Internet audio services like Pandora and Spotify and others,” said Larry Rosin, President of Edison Research.  “This could be a lens into the future of audio usage.”

shareofear13-17tsl

 

This finding is the first public release from the Fall 2014 Share of Ear℠ report. Share of Ear℠, a twice-yearly tracking study, is unique among audio measurement studies in that it evaluates all forms of audio, including AM/FM radio, streaming audio, owned music, podcasts, SiriusXM satellite radio, TV ‘cable radio’ channels (such as Music Choice), and others. The study is available via subscription. For more information, contact info@edisonresearch.com.

How the Study was Conducted:

Edison Research conducted a nationally representative study of 2,021 Americans ages 13 and older to measure their time spent listening to audio sources. Respondents completed a 24-hour diary of their audio listening on an assigned day. Diaries were completed both online and by-mail using a paper diary. Online diaries were completed November 4-15, 2014 and diaries by-mail were completed October 14-20, 2014. Diaries were completed in both English and Spanish.

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, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, 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.

Edison joins the DPAA

It’s an exciting time to be a part of the out-of-home industry as it continues to flourish and expand. Edison has been conducting research for digital out-of-home clients for over a decade.

By joining the The Digital Place Based Advertising Association (DPAA), we plan to share our expertise and continue to help companies to research, learn and grow. In collaborating with advertisers, agencies and DOOH networks, we can promote the effectiveness of digital place-based advertising. Whether by advertising effectiveness studies, customer experience and engagement studies or audience estimates, we can provide information and analysis for confident buying and planning through valid research using industry-wide standards.

Thanks to our fellow DPAA members for the warm welcome at last night’s quarterly meeting. A press release from DPAA is here. If you are interested in learning more about Edison’s out-of-home work, check it out here.