Audible Announces Latest Survey on 'Listening to Reading': 77.6% of Audiobook Users Read 6+ Books Annually, While 55.6% of Non-Users Read 1 or Fewer
Key facts
- Audible Announces Latest Survey on 'Listening to Reading': 77.6% of Audiobook Users Read 6+ Books Annually, While 55.6% of Non-Users Read 1 or Fewer
- According to a survey of 10,000 people nationwide by Amazon Audible, audiobook users read more than non-users, with 84.5% reporting an increase in reading time. Recognizing that the main reason for non-use is a 'lack of opportunity to try', Audible hosted an experiential 'Audible Cafe' in Shibuya.
- Source: PR Times
- Date: June 12, 2026
Direct answer
According to a survey of 10,000 people nationwide by Amazon Audible, audiobook users read more than non-users, with 84.5% reporting an increase in reading time. Recognizing that the main reason for non-use is a 'lack of opportunity to try', Audible hosted an experiential 'Audible Cafe' in Shibuya.
- Citation
- Audible Announces Latest Survey on 'Listening to Reading': 77.6% of Audiobook Users Read 6+ Books Annually, While 55.6% of Non-Users Read 1 or Fewer (June 12, 2026), PR Times
- Source
- PR Times
- Date
- June 12, 2026
According to a survey of 10,000 people nationwide by Amazon Audible, audiobook users read more than non-users, with 84.5% reporting an increase in reading time. Recognizing that the main reason for non-use is a 'lack of opportunity to try', Audible hosted an experiential 'Audible Cafe' in Shibuya.
📋 Article Processing Timeline
- 📰 Published: June 12, 2026 at 22:00
- 🔍 Collected: June 12, 2026 at 13:21
- 🤖 AI Analyzed: June 12, 2026 at 16:54 (3h 32m after Collected)
Amazon Audible (hereinafter 'Audible'), one of the world's largest audiobook and audio content production and distribution services, conducted a survey on the actual usage and awareness of 'listening to reading' among 10,000 men and women nationwide. The survey revealed differences in reading volume, usage scenarios, and perceptions of audiobooks between users and non-users. It also found that the primary reason people who are interested in Audible haven't used it is a 'lack of opportunity to try it'.
Based on these findings, Audible hosted a limited-time event, 'Audible Cafe', at UPLIGHT COFFEE in the underground square of Shibuya Station's East Exit for seven days from May 25 to 31. The event provided a space where people could casually enjoy the Audible listening experience.
This press release introduces the survey results alongside a report on the event.
■ 'Listening to Reading' Usage and Awareness Survey
1. Audiobook usage increases reading volume and reading time
When asking 10,000 men and women nationwide about their annual reading volume* (including paper books, e-books, and audiobooks), the most common answer among non-audiobook users was '1 book or fewer' (55.6%). Conversely, among audiobook users, '6-30 books' was the most common at 44.2%, and combined with the 33.4% who read '31 books or more', a total of 77.6% read 6 or more books annually. Furthermore, when current Audible users were asked about changes since they started using the service, 84.5% agreed that their 'reading time increased', while only 1.6% said it 'decreased' and 13.9% said 'neither'.
*Excluding manga
These results suggest that using audiobooks and Audible broadens opportunities to engage with reading and contributes to maintaining and expanding reading habits even in a busy daily life.
2. 'Must-listen' titles on Audible are popular works and classics. Heavy users show high interest in 'Audio First' titles
When current Audible users were asked what genre of works they want to listen to on Audible, the top three overall were 1. 'Past masterpieces/bestsellers', 2. 'New/popular works by popular authors', and 3. 'Business/self-help books'. On the other hand, among heavy users who use Audible 4-5 times a week or more, Audible's original 'Audio First works*' ranked 3rd.
This shows that users with higher frequency have a stronger interest in original and exclusively written works that can only be heard on Audible.
*Original new works written specifically for Audible and distributed on Audible prior to the paper book release.
3. Audible heavy users turn 'commuting time' into reading time
When current Audible users were asked in what situations they use the service, the top three overall were 1. 'When relaxing at home', 2. 'In bed before sleep', and 3. 'During commuting/school'. This reveals that Audible is used in various daily situations, from relaxation time at home to travel time.
Particularly among the heavy user segment using it 4-5 times a week or more, the usage rate during 'commuting/school' was 17.8 points higher than light users, indicating they successfully incorporate Audible into their daily 'idle time' and utilize it as reading time.
4. A gap exists between users and non-users. The main reason for non-use is 'No opportunity to try it'
When asking both current audiobook users and non-users about their image of audiobooks, over half (51%) of the users answered positively to 'It can enrich my personal time', compared to only 32% of non-users. Additionally, 28% of users answered positively to 'I can deeply enter the world of the story', whereas only 11% of non-users did.
Furthermore, when people who know about Audible and want to try it but aren't currently using it were asked why, the most common answer (48.8%) was 'I haven't had the opportunity to try it'.
These results indicate that audiobooks possess value and appeal that can only be realized through experience, and many people have yet to incorporate 'listening to reading' into their lives despite their interest because they lack the opportunity to try it.
*Based on data from internet research conducted from March 19 to March 23, 2026, targeting men and women aged 20-69 nationwide (Two-stage survey: 10,000 for screening, 1,236 for the main survey). Research commissioned to: Macromill.
■ Report on 'Audible Cafe' held in Shibuya!
To bridge the perception gap between users and non-users revealed in this survey and provide a casual opportunity to experience Audible, Audible held a limited-time event, 'Audible Cafe', at UPLIGHT COFFEE in the underground square of Shibuya Station's East Exit for seven days from Monday, May 25 to Sunday, May 31. The station premises were chosen as the venue to propose a new usage scenario of incorporating 'listening to reading' into daily life, considering that heavy users utilize their travel time, such as commuting, as reading time.
During the 'Audible Cafe', in addition to the Audible listening experience using dedicated devices like tablets and premium headphones, limited drinks and original goods were offered, along with talk events featuring special guests. Many people visited during the period, allowing a wide range of demographics, from existing users to those who had never used Audible, to experience 'listening to reading'. It was an opportunity for them to touch upon the unique appeal of Audible and discover new ways to enjoy reading.
At the venue, participants shared feedback such as, 'With Audible, it seems I can enjoy chores that tend to be a hassle,' and 'I had distanced myself from reading print due to presbyopia, but it seems I can enjoy books without tiring my eyes,' providing an opportunity to realize the unique charm of audiobooks.
Comment from Shima Osaka, Audible Country Manager:
'The main purpose of the 'Audible Cafe' was to have customers who casually dropped by for coffee easily experience 'what it means to listen to a story'. We hoped it would be a trigger for those who are not yet familiar with audiobooks to learn about its fun and appeal through the experience. I believe that through this experience, more people were able to discover a new way of enjoying books that differs from conventional reading. During the period, many people enjoyed the works we introduced according to daily themes, such as 'Harry Potter', 'The Man Who Spoke to Fire', 'Saka no Ue no Kumo', and 'Stairway to Heaven'. We were pleased that visitors tuned in to the world view of the works.'
FAQ
How does the reading volume of audiobook users compare to non-users?
77.6% of users read 6+ books annually, while 55.6% of non-users read 1 or fewer, showing a tendency for audiobooks to increase reading volume.
When do Audible users mostly listen?
The top 3 situations are 'relaxing at home', 'in bed before sleep', and 'commuting'. Heavy users specifically utilize commuting time.
Why do people interested in audiobooks not use them?
48.8% cited 'no opportunity to try it out' as the main reason, making lack of experience the biggest barrier.