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THE NUMBER OF KIDS USING AUDIOBOOKS

14 Oct - 2019

Tags from the story: Kids Insights.

Our latest research for BookBrunch shows how audiobooks have doubled in popularity over the last 12 months, with 16% of children now enjoying this format

With the modern accelerated pace of life, audiobooks are becoming an increasingly relevant way to get to know the best examples of literature. It is not surprising that the catalogue of recorded books is constantly expanding: the most anticipated new items almost always come out in two formats at once – for reading and for listening.

The children most likely to say they enjoy audiobooks are those between the ages of 7 and 13, skewed towards girls (54% to 46%).

Graph. 1 Which of the following do you read? (Ages 3-18, Q2 2019)

There is  the ‘snackable’ quality of audio books, allowing kids to switch on and off as and when they please, including whilst on the go. According to our data, 34% of kids listen to audiobooks for just 15 minutes per week, suggesting that perhaps this style of reading appeals to those kids who would not normally read, but are now finding a route into books that suits them better.

In correlation, we’re seeing audiobooks increase in popularity alongside access to smart speakers – but these aren’t the only platform for listening to books. For example, Tonies are an innovation in this area. Figurines of characters like the Gruffalo or Rapunzel – called ‘Tonies’ – are placed on top of a Toniebox, which then plays a recording of the related story aloud to the child without the need for an internet connection.

Given current developments, 2020 could see interactive audiobooks, supported by systems such as Alexa, become a major trend.

Kids Insights research and strategy team work with clients from a variety of industries, using data from surveying more than 2,000 children every week, across 3 continents and 7 countries, or more than 105,000 children a year. The breadth and depth of information collected allow us to predict more major trends set to occur, particularly as more brands jump on board with new technology.


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