Reading Through the Ages :: Generational Reading Survey via Library Journal

Reading Through the Ages | Generational Reading Survey

Library Journal: 1.06.2020 by Amy Rea

When it comes to reading for pleasure, there are plenty of similarities across all age groups. But there are also enough variations in who is reading, how they read, and where they get books, to provide useful information about generational reading habits.

LJ conducted a survey of 2,232 readers with at least 400 in each age group—Generation Z (16–22), Millennials (23–38), Generation X (39–54), Baby Boomers (55–73), and the Silent Generation (74–91)—to explore those differences. LJ examined Gen-Z and Millennial readers in depth earlier this year, but the responses across the board are worth looking at.

READING FOR PLEASURE

When asked if they read for pleasure more, less, or the same amount as three years before, Millennials were much more likely to say they read more now than three years ago (48 percent). This could represent aging out of parenting infants and toddlers into a time of life with more time to read. In contrast, nearly half of Generation Z respondents said they read less for pleasure now.

This group encompasses student in high school and college, and their time is likely committed to required reading rather than recreational.

BUYING AND BORROWING

The Silent Generation also led the pack in number of books purchased, averaging nine annually, 11 borrowed from the library, and seven acquired another way.

LIBRARY USE

Generation X (79 percent) and Baby Boomers (75 percent) are most likely to have library cards. Only 62 percent of Generation Z are cardholders, but 47 percent borrowed at least one book from the public library in the past year—indicating that Gen-Z members with cards are highly likely to use them.

=In contrast, 73 percent of the Silent Generation have a library card, yet only 40 percent borrowed a book in the past year

BUYING VS. BORROWING

All generations are more likely to borrow from the library at least monthly than to purchase books. However, more than twice as many people say they never borrow books from the library than say they never buy books.

WHY THE LIBRARY?

Reasons for going to the library are similar across all but the youngest generation surveyed, but the proportions shift somewhat:

HOW READERS FIND BOOKS

Websites and apps devoted to letting people rate and review books still haven’t overcome an old favorite: Recommendations from friends and family are the top method all generations use to find out about books they might want to read. More than 55 percent in each generation choose that approach.

BROWSING AND REVIEWING

Content samples and pricing had the strongest effects on book selection across all generations. For Generation Z and Millennials, cover art was nearly as important, while for the Silent Generation, it was the least important factor. Author blurbs and jacket copy are less influential overall.

FORMAT PREFERENCES

Print books comprise the majority of formats used across all generations. However, at least 62 percent of all respondents noted that they read in more than one format. Older generations are less likely to read multiple formats, while more than 70 percent of Generation Z and Millennials do.

LISTENING IN

For respondents who prefer audiobooks, far and away the primary reason is the ability to listen to a book while doing other things. Thirty-one percent of the Silent Generation also noted that they have difficulty reading print.

GENRE PREFERENCES

When asked to estimate how many fiction and nonfiction books they read in the past year, fiction ranked higher across all generations. Overall, the estimate is 61 percent fiction and 39 percent nonfiction. Fiction is especially prevalent in the youngest (Generation Z, 65 percent) and oldest (Silent Generation, 66 percent) generations.

BOOK EVENT PARTICIPATION

Book clubs, both in-person and online, are mostly popular with younger generations. At least 72 percent of respondents said they did not participate in book clubs.

CULTURAL REPRESENTATION

Respondents were asked how important it is to them to read books that reflect their own cultural background, values, or personal identity (for example, religion, sexuality/gender, ability status, etc.).  READ MORE ➤➤

Automatic Readability Checker

Based on (7) readability formulas:

Grade Level: 12

Reading Level: difficult to read.

Reader's Age: 17-18 yrs. old

Twelfth graders)

Literacy Reports & Statistics

General

America’s Most Educated Cities & States: Wallet Hub (2019)

America’s Most Literate Cities, CCSU

2020: Reading Through the Ages: Generational Reading Survey, LJ (Amy Rea)

2017: U.S. Trends in Arts Attendance and Literary Reading: 2002–2017, NEA

2016: Book Reading 2016, Pew

2013: Remodeling Literacy Learning, Natl Center for Literacy Education (NCLE)

2012: Improving Adult Literacy Instruction: Options Practice Research, NAS

2007: To Read Not To Read, NEA

2004: Reading At Risk, NEA