Technologies are changing the information channels we use – and the way we use them. Following the worldwide popularity of online audio formats, for example, Lithuanian news portal 15min.lt has introduced its own audio platform, “Listen”. The popularity of its podcasts has shot up.

This year’s London Book Fair paid special attention to audiobooks, and demand continues to grow at a tremendous pace. Changes can be seen not only in the sales of audiobooks, but in how, when and where we listen to them.

While an earlier UK audiobook buyers‘ survey revealed that people listened to audiobooks on the way to work or while multitasking, recent evidence suggests people are now listening to audiobooks at bedtime, or simply to relax. Printed or electronic books are more popular when information is required for work or study – and when on holiday, people prefer to read a book rather than listening to it.

Audio content is flexible, in that you can listen to it in a variety of situations – even while working. It’s easily accessible, because most people have mobile phones. Audio content also makes it easy to convey emotions.

So when you’re thinking of ways to provide information to your customers, don’t forget about audio! Maybe people won’t have time to read that article you wrote on trends in your area – but whether they’re travelling by car or relaxing after work, they may be more than happy to listen.