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:

Recommendations through friends and family
Streaming TV/movie adaptations of books
Recommendations from literary professionals
Recommendations from influencers
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.

What They’re Buying

Print books are Gen Zers’ #1 preferred book format. Despite the volume of digital options, browsing library shelves continues to be relevant to the discovery of new books.

On average they purchase:

Two print books per month
One e-book
One audiobook
And one in three book engagers purchase a book that they first found at the library

3 Tips for Marketing to Gen Z and Millennials

Capitalize on social media, such as behind-the-scenes looks or influencer partnerships.
Communicate the benefits of libraries, like safety, independent learning, open exploration, and community support.
Embrace digital and print alignment by offering print and ebook/audio bundles or linking to e-books or exclusive content through QR codes.

Sources: American Library Association (ALA): “Gen Z and Millennials: How They Use Public Libraries and Identify Through Media Use” | Pew Research Center.