A new survey of 2,400 book readers of all ages in the United States, the United Kingdom, France and Germany found that people still much prefer physical books because of their look, feel and even smell.
The study, commissioned by paper manufacturer Stora Enso, found that 65% of respondents prefer physical books, compared to 21% who prefer e-books and 14% audiobooks. Of all nations, the French have shown the greatest fondness for physical books. And most of them said that they prefer to read or listen to fiction books for free time and to spend quality time alone.
“These results confirmed our expectations that the physical book market will remain strong, which is good news for our printing and publishing customers,” said Stora Enso’s Jonathan Bakewell, Vice President, Head of Stationery and Book Paper. However, there were some surprising results from the youngest group surveyed (16-24 year olds), where 70% said they preferred physical books to e-books.
This enthusiasm for books among Gen Z, who are more likely to be digital disruptors, appears to be fueled in part by the manga book craze fueled by Netflix anime series, as well as the recent explosion of best-selling teen romance books. For older age groups, physical books are outselling e-books in areas such as human potential and attention, especially during the pandemic when people have taken a break and looked inward.
People began to rediscover reading, partly due to the pandemic, when many were tied to screens all day due to work or school, and then did not want to take them to the couch when it was time to relax. Most respondents (63%) said they read more during Covid, including almost 70% in the UK and US. In the youth segment, 64% said they were reading more, and especially 76% of young people in the US and 73% in the UK During isolation, some found the physicality of a book more comfortable than a digital reader. Some even cited the smell of a physical book that could bring back fond memories.
But while physical books claimed a bigger share of hearts and minds, the study found there was a time and place for all three book formats, with few respondents saying they stuck with just one. E-books and audio books are more convenient and easier to download and can be used from multiple devices. And while the book and e-book compete for eye share, the audio book is complementary as it competes for ears – podcasts, radio, music and other audio media.
Books and the paper they are printed on are circular and renewable. 42% of readers said they like to keep books after reading them, and 26% borrow or give them away. A further 26% sell their books and the remaining 5% recycle or throw them away. And while books emit carbon during production and distribution, they are their own carbon storage units when they are on our shelves. It is important to remember that e-books require energy to build and operate their reading devices and to maintain huge server farms as well as to deliver their content.
Carbon neutrality was high on the agenda for most, with 61% of all respondents and 70% of young people saying they would pay more (an average of 5.7% of the retail price) for carbon neutral books. Most would also buy from an outlet that provided carbon neutral or carbon offset books.
