It’s important to note that identifying with an activity is different from performing it. For instance, while 49% of Americans engage in video gaming, a mere 10% self-identify as gamers. Similarly, our recent survey reveals a slight disconnect between reading activities and identity among younger readers: 61% of Generation Z and millennials reported reading a print book, e-book, or audiobook in the last year, yet only 57% consider themselves readers. Curiously, the 43% of Gen Z and millennials who did not identify as readers actually reported reading more print books monthly than their peers did on average. This suggests that young individuals who do not label themselves as readers might engage in reading more than their generational contemporaries.
The likely explanation is that “reader” signifies an identity rather than a mere activity. This identity is often supported by participation in book clubs, involvement in online book communities such as BookTok and Bookstagram, and having access to libraries and bookstores. The reader, writer, and fan identities seem to be mutually reinforcing. Millennials and Gen Z individuals who identify as readers are more inclined to write and partake in fandom. Community appears crucial to these identities. For instance, leading reasons millennials and Gen Z identify as fans include being part of a fan community and the opportunity to meet like-minded individuals. Every August, the Edinburgh International Book Festival in Scotland, the world’s largest book festival, hosts various events centered around books, authors, and readers. During the 2023 festival, which we attended, attendees eagerly anticipated seeing authors like Alice Oseman, who wrote the popular “Heartstopper” graphic novels.
We overheard fans in line discussing how Oseman’s series introduced them to their first queer characters in a book. Festival-goers attended with friends and family and formed new connections during the event. The exuberance was evident. However, there is a debate over whether a graphic novel like “Heartstopper” qualifies as “real” reading. According to early 2000s definitions by the National Endowment for the Arts, it might not count unless it involves reading literature for leisure.
Some millennials and Gen Z members might also question the validity of their reading habits. Yet, by narrowly defining reading, one overlooks the affection Gen Zers and millennials hold for formats like graphic novels, manga, and comics. In our study, 59% preferred a graphic story to a text-only version. Audiobooks are also favored by 34% of Gen Zers and millennials over traditional reading. Additionally, many are reading nonfiction or for academic and professional reasons, rather than just pleasure. A separate 2020 study found that 83% of American readers read for purposes beyond entertainment, such as education, work, or personal growth.
More Gen Z and millennial women identify as readers, suggesting potential gender influences: Young men, perhaps viewing reading as predominantly a female activity, might hesitate to fully embrace it. Socioeconomic factors might also influence one’s sense of readerly identity, as Gen Zers and millennials who do not identify as readers were less likely to have been employed in the past year and had lower incomes. Ultimately, identifying as a reader often revolves around community, wealth, gender, and perceptions of reading, more than how much one actually reads. There is room to expand the definition of “reading” to include audiobooks and comics, and to establish book-loving communities beyond platforms like Bookstagram and BookTok.
Furthermore, being a reader should include more than just an appreciation for classic literature, even if trends like “Reading Like Rory,” inspired by Rory Gilmore from “Gilmore Girls” on BookTok, have emphasized that.