A new study says that in 2011 Gen Y surpassed baby boomers by a healthy margin when it comes to spending on books.
It turns out that while everyone was paying attention to the switch from print to electronic books, “a significant shift" – the rise of Gen Y book-buying habits – has been taking place "under the radar.”
Melanie Stetson Freeman
Believe it or not, Generation Y might just be the most bibliophilic generation alive, according to a new consumer study. Gen Y – those born between 1979 and 1989 – spent the most money on books in 2011, knocking the longtime book-buying leaders, baby boomers, from the top spot, according to the 2012 U.S. Book Consumer Demographics and Buying Behaviors Annual Review.
It turns out that while everyone was paying attention to more high-profile, headline-grabbing changes like the switch from print to electronic books, “a significant shift that has been under the radar” was quietly toppling traditional consumer publishing expectations. “With Baby Boomers accounting for the highest percentage of the general population, that age group has historically spent the most on books,” writes the Bowker Market Research panel, which, along with Publishers Weekly, helped conduct the report. “In 2011, however, that changed, when Generation Y… took over the book-buying leadership from Baby Boomers…”
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