Where do Audiobook Listeners Come From?
I did internet research last week to see where people got their audiobooks. The results were a bit surprising.
I expected that most of the audiobook listeners would previously have been a) online, and b) paying for their audiobooks.
Much to my surprise, I found that the single largest source of audiobook listeners is from the Library system. Libraries and retail bookstores (Barnes and Noble) each account for about 35% of total audiobook listeners.
Some websites report that their customer base has twice as many former library users as former retail purchasers. And internet-based rental and sale were distant runners-up.
I’m still trying to figure out what this means. Are library users more dissatisfied with their source? Or are they such voracious listeners that they’re always looking for more?
Regardless, it would appear that audiobook websites should be targetting library users to get them to add audiobook subscriptions to their portfolio.
Trouble is there’s no easy way to get to them other than standing in the library, skulking behind the audiobook carousels. A dilemma.