Myth: Millennials don’t read anymore
Some would say reading is a lost art these days, especially for those of the younger generation. The world is seemingly becoming one where everyone is into themselves and their social circles rather than what’s going on in current events and foreign affairs, but Millennials still value the art of the written word. In fact, according to the 2012 U.S. Book Consumer Demographics and Buying Behaviors Annual Review, Millennials, defined in the report as people who were born between 1979 and 1989, spent more money on books than their older counterparts.
Survey results from the report show Millennials now purchase 30 percent of books as opposed to baby boomers who make up only 24 percent of book purchases. Granted, textbooks probably make up for some portion of this percentage but it’s still a substantial statistic nonetheless. While popular belief may lead many to think the Millennial generation is only concerned with YouTube and Twitter, this age set makes the highest number of book purchases.
Nearly half of all books bought by Millennials are digital
Although Millennials are making the most book purchases, they are starting to shift away from buying tangible books with hard and soft covers. Results from the report show that more and more Millennials are buying digital texts, including eBooks from retailers like Amazon and Barnes & Noble. And rather than going to a brick-and-mortar bookstore, 43 percent of Millennials are purchasing books from online vendors. This decrease in foot traffic and purchases could spell trouble for bookstores.
This increase in digital reading avenues may very well have to do with the increase in reading amongst this generation. Millennials are in an age group that is on-the-go and prefer to consume content at their leisure, often with portable devices that they can take with them at any time. The ability to read at will increases the likelihood that more people in this age group will continue to make the largest percentage of book purchases. It’s a nostalgic pastime that’s become digitized but still going strong.