SOURCE: Simba Information

Simba Information

February 03, 2010 14:15 ET

Report: Physical Bookstores Scaling Back Audio Titles as Consumers Go Online

STAMFORD, CT--(Marketwire - February 3, 2010) - Simba Information, the market intelligence firm behind "Trade E-Book Publishing" and "Children's Publishing Market Forecast" 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."

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. Additional information can be found at

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

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