At a time when there are breathless announcements almost every day about how technology is going to change the world, there remains a humble survivor: the printed book. Despite dire predictions, it hasn’t yet become extinct. Earlier this year, a study found that although e-books are growing faster than their printed versions, the latter still dominates. According to projections, print book revenues will reach USD 67.14 billion in 2027, with the figure for e-books being USD 15.29 billion. That’s quite a gap.
An unexpected factor contributing to this trend appears to be the habits of Gen Z, those born between the mid-1990s and the early 2010s. At least in the Western world, Gen Z has been broadly characterised as being open to diversity and inclusion. They value individuality, are progressive, and are more likely to question authority. Good for them.
They’re also the most digitally literate generation so far. Yet, recent reports from both the US and the UK indicate that a majority of them prefer to read books in print. This may seem counter-intuitive, but the reasons are commonsensical, if not perceptive.
For a start, although nostalgia is common across generations, it seems more pronounced in Gen Z. According to the Robin Report, a consulting platform for the retail and consumer product industry, Gen Z nostalgia isn’t only characterised by a longing for a simpler time. It’s also due to overstimulation and isolation, as well as being “faced with a billion choices for any given decision” without “hard and fast rules for old questions”. (Previous generations have a lot to answer for.) Such wistfulness for a bygone era can show up in fashion, movies, music – and, naturally, a penchant for print books.
Another explanation is that reading a physical book offers a break from being immersed in mobile phones and other screens. This form of reading without digital disruptions is more satisfying, offering a respite from a hyper-connected world. One 23-year-old Londoner was quoted in Business Insider as saying that even picking up an e-book reader didn’t feel like taking a break, which is why she often reached for a physical book.
For health-conscious Gen Z-ers, a printed book isn’t just a break from a screen, it’s also a break for their eyes. A 21-year-old Oxford University student mentioned in the same Business Insider piece said: “I don't feel as much eye strain reading them, and I find myself focusing more when reading from a printed book with my computer off.” No need for those specially marketed blue-light glasses, too.
In a world saturated by social media, a preference for print books is about more than immersion or a digital detox. The appeal of BookTok and Bookstagram, for example, largely comes from showcasing books: their appealing covers, the tactile experience of holding them, sometimes inhaling their aroma, and flipping through pages with highlighted passages. This has led to a renewed appreciation of a book’s physical form, something that e-readers can’t replicate. At least, not yet.
In response, publishers have upped their game, emphasising the quality of print editions. Some use better-quality paper and distinctive cover designs, releasing limited editions and promoting signed copies. Such tactics make print books even more desirable.
A consequence of this is a renewed interest in brick-and-mortar bookstores. Though there have been ups and downs, their prospects don’t seem as bleak as before. A report released this month by the American Library Association stated that almost 58 percent of Gen Z and millennials bought a book in a bookstore in the last 12 months - hopefully, the trend is the same in other countries.
Further, independent bookstores are adopting strategies such as curated selections, special events and creating a welcoming atmosphere. Leah Koch, co-owner of The Ripped Bodice, a romance bookstore in Los Angeles, has said that she's noticed a large increase in younger customers coming into the store since early 2021, which she wholly attributes to TikTok.
For romance and young adult fiction writer Colleen Hoover, “Gen Z is my favourite of all generations for so many reasons, and their love for reading is just one of the many.” They’re reading a great deal, she goes on: “Not only my books, but books across genres.” Gratifyingly, much of this reading is of the physical book variety.
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