Millennials are buying books based on celebrity and social media endorsements.
Join the club.
At a time when the nation’s social and political climate is more tense than ever before, there’s one novel thing that’s managed to transcend party lines and age differences. Book clubs are seeing a rise in popularity, especially among the millennial set, thanks to celebrities and social media driving the masses to the book industry. On Instagram alone, the hashtag #bookstagram has more than 18 million posts.
According to the Pew Research Center, nearly a quarter of American adults say they haven’t read a book in whole or in part in the past year, and adults with a high school degree or less are five times as likely as college graduates to report not reading books in any format. They’re also less likely to own smartphones — which is where a substantial amount of e-book reading has taken place since 2011, and largely why millennials are some of the biggest book consumers.