How Gen Z and Millennials Engage with Books Physical books are still important to younger generations, but what does that mean for marketers? Here are a few insights on Gen Z and Millennials’ relationship with the medium. Who They are as Readers Despite growing up in a digital age, Gen Z and Millennials still identify as readers: • 57% identify as readers, surpassing gamers (53%) and fans (52%). • 43% of those who didn’t identify as readers (54%) still visited a physical library within the last year, indicating opportunities to grow interest in print. • 58% of Gen Z and Millennials bought a book in a bookstore in the prior twelve months. • 50% of Gen Z and Millennials read a print book last year—double the engagement of digital formats. 13% of Gen Z and Millennials reported buying books to support their local bookstore. Shopping locally at Mom & Pop or Indie bookstores as a means of supporting their communities taps into their ethical values: Where They Discover Books For those who read, the top 5 methods of discovery are: 1. Recommendations through friends and family 2. Streaming TV/movie adaptations of books 3. Recommendations from literary professionals 4. Recommendations from influencers 5. Social media Modes of book discovery differ somewhat between Generations. Gen Z invests more trust in celebrities, influencers, and social lists, while reviews are more effective in driving Millennials’ book discovery.
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