Gen Z loves books—and yes, we mean real, physical books.

Gen Z loves books—and yes, we mean real, physical books. Data from McKinsey found that book sales in the U.S. (and the U.K.) have boomed over the past two years: Sales in the U.S. hit a record of more than 843 million units in 2021 while 2022 saw the second-highest sales with almost 789 million sold. But even more surprising than the resurgence of a supposedly dying medium is who’s fueling it: Gen Z. In a survey from Pew Research, more than 80% of 18-29-year-olds said they read books in any format—the highest percentage out of all age groups. What’s more, they prefer print over digital: almost 70% said they read print books while just 42% said they read e-books. While this generation is certainly locked to their devices, the idea that they’re shunning all things IRL isn’t the full picture. In fact, YPulse has found that technology over-dependence / addiction is one of the top issues they say their generation is facing today. And with 67% saying they wish they spent less time in front of screens, many are picking up hobbies that get them off their devices—including reading. Meanwhile, #BookTok has become a massive TikTok subculture among Gen Z, fueling book sales and reshaping the entire publishing industry to boot. (Business Insider)