04/07/2015
Books or eBooks
What do you prefer? Read below to find out what Millennials think.
Print still king for so-called digital natives
03/31/2015
Millennials are far more likely to read printed books than ebooks, according to new research by Publishing Technology.
New York, March 26, 2015 – The survey, which polled 1,000 consumers across the U.S., aged between 18 and 34, found that in the last year, nearly twice as many respondents had read a print book (79 percent), than an ebook on any device – the closest being a tablet (46 percent). Showing no strong allegiance, young Americans also reported reading ebooks on personal computers (37 percent), mobile phones (36 percent) and dedicated ereaders (31 percent).
The personal touch is still of vital importance for millennials who would rather acquire printed books from chain bookstores (52 percent), used bookstores (45 percent) and public libraries (53 percent), as opposed to online retailers (40 percent). When purchasing ebooks, 57 percent of millennials would favor an ereading app with 42 percent acquiring ebooks directly from their ereading devices and 22 percent using subscription services.
Michael Cairns, Publishing Technology CEO, said: “We undertook this research to better understand the reading habits and test our assumptions about a generation of young people born and raised in the digital era. We were quite surprised to discover that 18-34 year-olds are not as ‘online-only’ as we, in the publishing industry, often assume.”
He continued: “This rising cohort of book-buyers relies on peers for suggestions of what to read, often prefers cheaper, smaller bites that can be shared freely, and revels in the luxury of being able to read whenever and wherever it likes – regardless of format or platform. 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.”
The survey How Millennials Consume Content was conducted by OnePoll on behalf of Publishing Technology. The full results can be accessed at www.publishingtechnology.com/research.
Source: Publishing Technology Press Release, March 26, 2015.
http://www.publishingtechnology.com/news/print-still-king-for-so-called-digital-natives-new-study-reveals-millennial-readers-across-us-and-uk-prefer-to-read-print-books-and-browse-book-shops/
Publishing Technology regularly commissions publisher, library and consumer surveys and research projects to gain deeper insight into industry trends and the technology issues affecting our product...
