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美国发2017第一季度出版报告 有声书成市场“黑马”

2017-08-09 08:32:51   中国青年网

“听书”正成为美国越来越流行的阅读方式。近日,美国出版商协会发布了2017年第一季度产业报告,对旗下1202家出版商提交的营收数据进行了统计,结果显示,今年前三个月有声书营收同比上升28.8%,实现连续第三年两位数增长。相比整体营收只上升4.9%,有声书的表现十分抢眼。同时,根据美国有声书出版商协会刚刚发布的2016年度销售报告显示,去年有声书销量同比增长33.6%,销售总额达到21亿美元,连续第三年以近20%的速度快速增长。

不过,和我国兴起的在线收听App不尽相同,美国的有声书有很大一部分并不依赖于网络。根据美国出版业的规定,有声书指的是包含不低于51%的文字内容,复制和包装成盒式磁带、高密度光盘或者单纯数字文件等形式进行销售的录音产品。也就是说,有声书不仅包含声音,也包括了一部分文字内容。

最近数年间,美国有声书产业一路呈现井喷式增长,成为继电子书之后美国出版市场上的一匹“黑马”,被《华尔街日报》称为“增长最快的出版物”。据美国最受欢迎的有声书平台报告,近几年会员增长率都维持在年度40%左右。虽然,目前有声书在整个美国图书出版产业中所占份额并不大,但不可否认其作为新的出版形态,具有其他出版物所不可比拟的增长潜力。

有声书销售额的快速增长与其用户数量的增加密不可分。根据报告显示,有24%的美国人在2016年至少完成了一部有声书的“听读”。而有声书用户中有48%年龄低于35岁,虽然这些“听书者”同样也是热心的读者,但77%的受访者认为,有声书能够切实帮助他们提高阅读量。同时,手机被认为是最常用的媒介,而家是最受欢迎的“听书”地点,68%的受访者表示,他们边做家务边听书。

值得一提的是,图书馆是人们获取有声读物的最大来源。27%的用户表示图书馆的网站是他们下载有声读物最常去的地方,最受欢迎的有声图书类型依次是惊悚悬疑小说、科幻小说和爱情小说。目前在亚马逊有声书销售排行榜上前五位分别是:J.肯纳的《抓紧我》,马克·威廉姆斯的《如何优雅地变老》,丹尼尔·丹尼特的《常用思维工具》,J.K.罗琳的《哈利·波特与密室》,以及特雷弗·诺亚的《生来罪犯》。

不过,受制于有声书的阅读场景,其阅读的深度和传统纸质阅读无法相提并论。被访者选择有声书的三大理由分别是:可以在“一心二用”的状态下同时“听书”和做其他事;只需将有声书下载至手机便能随时随地享受阅读乐趣;能有一个人给你讲故事也是一个不错的体验。(实习生 王筱丽)

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