Do you listen to audio books? I do (and my family does) and word on the street is, there are a lot of book-listeners out there.

Here’s what Forbes’ Media and Entertainment writer, Adam Rowe reported last year:

“In 2017, digital content subscription service Scribd’s fastest-growing segment was audiobooks. Primary audiobook subscriber numbers for Scribd grew by more than 20% in 2016. The rise isn’t unique to Scribd: Audiobooks are also up about 20% year over year across the publishing industry for the first eight months of 2017, according to the Association of American Publishers’ data reports from 1,200 publishers. In the same time period, print books rose just 1.5%, and e-books dropped by 5.4 %.”

Who is listening to audio books?

Commuters, the home parent who is cooking a meal each night, families on a road trip, dog walkers, endurance athletes who have to train for hours at a time, the gym rat with a literary bent…many are listening. There is evidence to suggest that those who listen to audio books are also avid readers and audio books simply allow these readers to consume more books than their average number, but I suspect, some folks who don’t like to sit still in order to read are consuming books anew, like they haven’t since college or high school.

Where do you fall on the spectrum?

I confess, I don’t often listen to audio books while walking my dog, but use it as a time to be quiet and enjoy nature, but on a long road trip, whether alone or with family, I’m huge fan of audio entertainment, books and podcasts. I live in the Western US, where getting places often requires a long car voyage. A visit to my parents and brother, 12 hours. A visit to my son at the university he attends, 8 to 10 hours depending on traffic. If my daughter decides to go to grad school, we will drive 15 hours to help her move. These are all one-way trips I’ve delineated, so double the car time and I end up with a whopping number of hours spent in a car.

That’s a lot of productive time…or entertainment time…or time to check one or two books off your to read list. You will find that the hours it takes to get through a book vary, but on average, 12 hours will get you to the final chapter. The roundtrip to my daughter and back, for example, is at least 30 hours of drive time, that is about a 2-novel voyage…or we could take on something very long, like Herbert’s DUNE.

That’s the math for the road tripper, but what about the gym rat?

For the gym rat: 5 hours per week, for 4 weeks…that is about one extra book per month.

For the commuter in urban America, the average car time or train time to work is 30 minutes. That is 1 hour per day, 20 hours per month, about 1 to 2 extra books consumed per month.

If you are a business person, imagine reading one dynamic leadership book per month for a year and how that might impact your career. This becomes a fairly compelling model when one thinks about taking in new information that could improve your life coupled with entertainment.

I’m usually buying a science fiction audio book when I listen, but every now and then, a great non fiction book like THE POWER OF HABIT, gets onto the listening list. It turns out, habits do impact a writer like me, sort of a no-brainer, but the book lays out what happens in the body and brain when we establish positive (or negative) habits of life and work. I’m glad I listened to that book. I listened with a group that was on a road trip. My husband, a couple of college-aged kids and I were driving down to pick up my son from college. We ended up engaging in great discussions around the topic of habit that lasted the entire weekend…all while picking up a kid from college and helping him move back home for the summer…a time when college kids can fall into habits, good or bad. Am I a scheming parent to have thought of this? No…We really just stumbled upon the book.

So…it’s important, if you are choosing a book for the driving/riding community, to think about the character of the group that will be listening. Do aim for a book pleasing to all, but also, provocative. Spur those discussions that will happen at In n Out Burger or Grandzella’s or wherever you end up pausing for a meal.

This is part I of a two-part post.

See my post, The Rise of the Audio Book. Part II where I explain the appeal of audiobooks and perhaps entice the skeptic to try them out.