Despite advancements in digital media, research suggests that younger generations prefer printed books and enjoy visiting libraries.
BookTok, a sub community of TikTok, has been a major influence on this emerging trend, thanks to the power of hashtagging. According to HootSuite, BookTok, short for ‘Book TikTok’, is ‘a community of users on TikTok who are passionate about books and literature. By making entertaining videos centred around the books they read, users have created an inventive way of discussing, reviewing and recommending books that have revolutionised the literary and publishing communities’.
Business Insider outlined that ‘Gen Z’s, defined as people born between 1997 and 2015, are often considered phone-obsessed and addicted to technology. But when it comes to reading, Gen Zers say they prefer to pick up a printed book over an e-book.’
The article cites studies illustrating how book sales in the US have reached figures of hundreds of millions, and continue to climb, attributing this success mostly to hashtag #BookTok on TikTok. Other sources found that the nature in which printed publications are consumed is of high appeal to Gen Z’s. This growing popularity was found within those aged 13 to 24. Some readers were quoted from a study included in the article:
‘There is nothing like opening up a real book on a couch or beach,’ Madalyn Boyd, a 23-year-old from Michigan, told Insider. She said while e-books were affordable and great for travelling, her preference was printed books. ‘The smell of real books is so personal,’ Boyd said, adding that she loved visiting libraries and shopping in bookstores.
Wang Sum Luk, a 21-year-old student studying English at Oxford University, said he’d used an e-book in the past but found it impractical. While e-books may seem more convenient, Luk prefers printed books. ‘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,’ said Luk.
This view is reinforced in an article by Novus Holdings, in which ‘research found that learners who used paper-based learning felt that they performed better than when reading from a screen. It also found that once the distraction of the internet was added, learners’ work suffered. Neuroscience further finds that the brain retains information better when it interacts with the written word.’
A new American Library Association study, cited in this article, showed that younger generations are finding libraries increasingly favourable and are enjoying books across a wide range of categories. The study also found that libraries are their source of discovery when it comes to books.
The trend has emerged in South Africa too, with local booksellers Exclusive Books stating how BookTok has enabled the franchise to identify the most popular books available, thanks to reviews and recommendations being shared in a unique format.
Rather than replacing books and libraries, the internet – and specifically social media – is encouraging a book reading culture. This is good news for the printing industry.
