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Audiobooks: Convenient, Portable, Affordable
According to the Audio Publishers
Association, more than 24 million Americans listen to audiobooks
regularly. Americans are
buying more skill-based and human potential-oriented products,
rather than straight motivational products. Since many people have
been downsized, they’re more interested in honing their practical
negotiating skills, sales skills, and speaking skills. They are
also purchasing more memory and reading improvement and speed
reading programs, to help them process the larger amount of
information available, especially since the growth of the Internet.
The 1980s was the decade of “quantity of
life” – how much material goods can one accumulate --whereas the 1990s and
beyond was the decade of “quality of life”. People are seeking balance
and simplicity, spirituality and efficiency, and that’s why authors such as
Deepak Chopra, Wayne Dyer, Marianne Williamson, Thomas Moore and Stephen Covey
are doing so well. Even Tony Robbins has had to change his emphasis, from
straight motivational to a greater focus on business skills.
The future for self-improvement audio looks bright
for several other reasons. Adult education is projected to grow dramatically as
the population ages. Today, it’s not good enough to obtain a college degree.
With the pace of technology and global competition, one must continually upgrade
their skills, implying an ongoing learning process.
Nightingale Conant
How are audiobook
consumers listening?
In addition to being the most frequent reason for
why audiobook consumers begin listening, entertainment for a long drive is also
the most frequent reason (40%) why they continue listening. The opportunity to
listen while engaging in another activity (23%) and while commuting (18%) are
also common reasons, according to the Consumer Survey.
Percentage of audiobooks published,
by major category:
CATEGORY
Percentage
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FICTION |
18 % |
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NON-FICTION |
9 |
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MOTIVATIONAL |
21 |
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CHILDREN’S |
12 |
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RELIGIOUS |
16 |
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EDUCATIONAL |
9 |
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PROMOTIONAL |
11 |
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OTHER |
4 |
Source: Audio Publishers Association
More Information
Other information may be available from the Audio
Publishers Association, address listed below:
Audio Publishers Association
8405 Greensboro Drive #800
McLean, VA 22102
(703-556-7172) Laura Skoff, Exec. Director
website:
www.audiopub.org
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