Inside the Australian and New Zealand book industry

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Survey finds print books popular among ‘millenials’

A new Publishing Technology/OnePoll survey has investigated the reading habits of ‘millenials’ aged between 18-34 years. The survey of 2000 consumers in the US and UK found that 71% had read a print book in the past year, while 37% had read an ebook on a tablet, 29% on a dedicated ereader, 27% on a mobile phone and 25% on a computer. The most popular method of book discovery for print and ebooks was word of mouth (36%), followed by online browsing (26%), social media (24%) and browsing in bricks-and-mortar book shops (23%). When it came to purchasing print books, millennials preferred chain book shops (47%) over ‘online retailers’ (39%). Publishing Technology CEO Michael Cairns said the research shows that ‘millenials’ are not ‘online-only’. ‘To engage with these readers now and cultivate them for tomorrow, publishers need to target multiple channels for their content and integrate with this generation’s social lives, both on and offline. And the physical book world and print-based publishing still plays a very active role in this.’ View the full results of the study here.


Category: International news