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Millennials & MediaResults of the 2015 survey #millennialreaders
Background
Today’s rising generation of readers, known as millennials, includes digital natives, savvy
social media users, and consumers who are more concerned with quality and value than
brand loyalty. In September 2014, a Pew Research Center study stated that people under
30 read more than their elders and utilize libraries for information not found on the internet.
To further validate this claim, Publishing Technology partnered with OnePoll to survey
2,000 respondents in the US and UK, aged 18-34, to dig deeper into the reading lives of
millennials and identify the ways publishers could better connect with this audience.
The aim of the research was to highlight:
What types of media they read, including formats and devices
How they acquire print books looking into where and how
How they acquire econtent looking into where and how
How they discover content socially, online and in physical locations
How they share preferences with their peers
What would encourage more ereading, including incentives and functionality
Other media purchasing habits for both online and offline media
This report provides the key data from this study.
Methodology
Publishing Technology partnered with OnePoll who interviewed a total of 2,000 consumers
as part of the online survey.
The survey polled 1,000 US and 1,000 UK millennial consumers, defined for the purpose of
this study as people aged between 18 and 34 years old, asking them detailed questions
about their reading and media consumption habits. This study covered how millennials
discovered, bought and read books, as well as how they chose to consume newspapers,
magazines and their attitudes towards content subscription.
The research was conducted in January 2015 and the findings presented at Publishing
Perspectives: Designing Books for Millennials Conference, New York, 26th March 2015.
Survey Findings
Which of the following have you done
within the past year?
UK
US
5%
51%
72%
37%
79%
36%
46%
31%
8%
36%
55%
13%
64%
19%
28%
26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
None of the above
Read a magazine or newspaper online
Read a magazine or newspaper in print
Read an ebook on a laptop/desktop computer
Read a print book
Read an ebook on a mobile phone
Read an ebook on a tablet
Read an ebook on a dedicated ereading device
How do you normally acquire the print books you read?
UK
US
3%
40%
52%
32%
45%
37%
53%
44%
4%
38%
43%
25%
27%
19%
21%
29%
0% 10% 20% 30% 40% 50% 60%
Other
eRetailer websites
Chain bookstores
Independent bookstores
Used bookstores
Mass retailers
Public libraries
From friends/family/colleagues
How would you quantify your spending
on all books in the past year?
5%
9%
2%
15%
22%
12%
36%
13%
6%
4%
22%
14%
18%
23%
0% 5% 10% 15% 20% 25% 30% 35% 40%
None of the above
I obtained all my books through free sources
I only purchased ebooks
I only purchased print books
I spent about the same on print books and ebooks
I spent more on ebooks than print books
I spent more on print books than ebooks
UK
US
If you own a dedicated ereading device,
what brand is it?
36%
4%
9%
1%
50%
1%
48%
7%
8%
35%
0% 10% 20% 30% 40% 50% 60%
Other
None / not applicable
Kobo
Nook
Kindle
UK
US
What platform(s) / app(s) do you use for reading
ebooks on your computer, tablet or mobile phone?
20%
11%
13%
4%
58%
26%
38%
6%
4%
8%
41%
19%
0% 10% 20% 30% 40% 50% 60% 70%
None
Other app
Nook
Kobo
Kindle
iBooks
UK
US
How do you normally acquire the ebooks
that you read?
5%
7%
26%
22%
42%
57%
4%
10%
8%
16%
38%
45%
0% 10% 20% 30% 40% 50% 60%
Other
None
Library services such as Overdrive
Subscription services such as Oyster, Scribd or KindleUnlimited
Purchase on dedicated ebook reading device
Purchase through ereading apps
UK
US
How has your spending on ebooks and ebook services
changed in the past year?
22%
19%
41%
18%
21%
13%
49%
17%
0% 10% 20% 30% 40% 50% 60%
I only acquired ebooks through free sources over the past year
I spent more than the year before
I spent about the same as the year before
I spent less than the year before
UK
US
Would any of the following encourage
you to read more ebooks?
13%
31%
10%
10%
17%
14%
36%
37%
23%
9%
10%
55%
33%
10%
5%
5%
6%
8%
17%
16%
12%
8%
9%
36%
0% 10% 20% 30% 40% 50% 60%
None of the above
Ability to freely share ebooks with others
Embedded multimedia such as music and video
Interactive links to outside sources
Platforms with better access and ease of use
Better proofreading/editing of books
Free ereading device
Free ebook content bundling with print books
Improved overall reading experience
Pay per chapter books
Shorter content forms
Price promotions
UK
US
How do you generally discover the books/ebooks that
you purchase and/or read?
7%
2%
45%
34%
24%
15%
19%
14%
28%
21%
19%
18%
31%
12%
17%
32%
1%
19%
27%
14%
9%
9%
13%
6%
17%
10%
13%
12%
21%
8%0%
12%
18%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Other
None / not applicable
Word-of-mouth referrals
Social media
Public libraries
Radio or television
Print news or magazines
Book clubs
Browsing through physical retail shops
Online communities such as Goodreads
Media websites such as published book reviews
Publisher websites
Browsing through eretailer websites
Ebook subscription service
Through dedicated ebook reading device
Through ereading app(s)
UK
US
Do you share/recommend/review books/ebooks
through any of these resources?
16%
54%
39%
16%
18%
14%
20%
37%
25%
13%
8%
14%
14%
12%
0% 10% 20% 30% 40% 50% 60%
None of the above
Word-of-mouth
Social media
Book clubs
Online communities such as Goodreads
On publisher websites
On eretailer websites
UK
US
What other types of print/offline media
do you typically purchase?
11%
16%
53%
38%
48%
30%
26%
9%
35%
27%
25%
13%
0% 10% 20% 30% 40% 50% 60%
Other
DVD/Blu-ray (subscription service)
DVD/Blu-ray (individual discs)
Recorded music
Magazine subscriptions
Newspaper subscriptions
UK
US
What other sorts of digital media do you typically
purchase?
11%
45%
19%
57%
17%
29%
63%
24%
16%
11%
34%
13%
18%
40%
0% 10% 20% 30% 40% 50% 60% 70%
None
Streaming video service or membership
Music (subscription service)
Music (individual songs or albums)
Newspaper articles/subscriptions
Magazine articles/subscriptions
Apps/games
UK
US
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