Don’t believe it? Check out the “Why Print?” page in the Links area of Copresco’s website at copresco.com/links/whyprint.html. You’ll find a plethora of links to scientific research confirming the reading habits and preferences of young people (some of whom are not so young anymore.)
When planning marketing and communication strategies, don’t make the serious mistake of confusing the reading habits of a workplace powered by GenZers and Millennials (collectively, ages 15 to 45 or thereabouts) with that of Baby Boomers, who are largely in their retirement years.
The following article is a helpful and concise summary of Gen Z and Millennial approaches to reading, compiled by our friends at Domtar Paper.
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.
Despite growing up in a digital age, Gen Z and Millennials still identify as readers:
For those who read, the top 5 methods of discovery are:
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.
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:
…and one in three book engagers purchase a book that they first found at the library.
This article is reprinted with the kind permission of Domtar. For more stories like this, visit newsroom.domtar.com