Abstract

The demand for audiobooks is higher than ever--and increasing each year, surpassing the growth rate of electronic books, print books, and the US economy overall. Audiobooks have long been used to aid adolescent and struggling readers; however, recent studies have revealed that the majority of audiences consume audiobooks for the purpose of entertainment and relaxation. Despite this, much of the research available on audiobooks still applies to audiobooks as they are used in education. The purpose of this study was to understand the attitudes, opinions, and beliefs of people who love listening to audiobooks. The study was conducted using Q methodology, a behavioral research approach that combines quantitative and qualitative methods in order to measure audience perspectives. The results produced four factors: (a) Busy Bookworms, who listen because they do not have time to sit down and read; (b) Non-Readers, who enjoy audiobooks because they dislike reading physical books; (c) Experience Lovers, who listen so they can be immersed in a world of their own; and (d) Entertainment Seekers, who view audiobooks as a reward to motivate them to accomplish mundane daily tasks. The results of this study also revealed nuanced multitasking behaviors, as well as psychological gratifications for audiobook consumption.

Degree

College and Department

Fine Arts and Communications; Communications

Rights

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