Millennials are less likely to purchase e-books than any other age group, with 63% of 16-24 year-olds saying they have never bought one, according to a report from Deloitte.
For its Media Consumer Report 2015, Deloitte surveyed 2,000 UK consumers about their media habits. It found that 25% of 16-24 year-olds had bought an e-book in the last 24 months, compared to 38% of 25-34 year olds.
Millenials also say they are spending more time using other media, as only 14% of that group read books for more than an hour each day but 67% will watch up to an hour of short form video and 58% will spend more than an hour watching TV.
Matthew Guest, Deloitte strategy director, said: “Typically regarded as the tech-savvy generation, millennials are actually quite reluctant to read books in electronic form. However, with such an array of media content vying for the attention of Britain’s younger consumers, it is no wonder that reading books is losing out as a form of entertainment.
“With a number of influential vloggers having recently seen success in publishing, it is clear from our research that authors, publishers and retailers must do more to appeal to younger audiences in order to remain commercially relevant.”
The report found that e-readers are the least popular device across all age groups. Only 41% of households said they owned an e-book reader, but 87% had a laptop, 83% had a smartphone and 71% possessed a tablet.
Reading, however, is still a popular pastime because 80% of all respondents have purchased a book or e-book in the last year and 34% said they read now more than they did in 2010.
Of those that regularly read books, 53% suggested their friends would describe them as reading more than the average person.