The 1999 Survey shows the audiobook marketing continues to grow. I believe we can see the results of all three of these elements reflected in this figure. This is significant because we have every reason to believe that the growth trajectory will continue its upward trend. The organization also recently calculated approximate annual growth figures in the market from 1995 to 1999 by using sales figures submitted by APA members coupled with estimates of sales through nontraditional channels such as audiobook clubs and infomercials. The average male listener is 41.9 years old, while the average female listener is 44.2 years old.
Male listeners tend to listen to more titles per year, but there are more female listeners in total.
The average audiobook household listens to 13.9 audiobooks per year, and within that household, the main user listens to 13.1 of those 13.9. The breadth between these two groups demonstrates that the appeal of audiobooks has stretched beyond the 35-50 range seen in the last study. The fact that the most concentrated use falls into the 35-64 age range bodes generally well for the success of audiobooks among the older population. Women aged 35-64 account form more of the listening done at home. The practical lure of audiobooks, which allows people to do two things at once, may attract listeners, but the long-term appeal becomes the pure pleasure of listening.