Spending most of my formative years in the 70s meant I got most of my information from radio, TV, newspapers, and books. I also began my career in the late 70s. Back then, current events were delivered via media while history came from books. Hard-cover and paperback books also served as a means of entertainment. Reading was considered a favorite pastime.
As a young student, I had to read four books a year and write a report for each. Somehow, teachers always knew when we summarized the books using Cliff Notes and Monarch Notes. That was our form of AI back in the day.
While millions of us still read often, new studies show a greater disparity between active readers and those who rarely pick up a book at all. We are also dramatically shifting our consumption habits. Moving away from newspapers and traditional journalism toward streaming platforms, websites, videos, and social media feeds.
According to Pew Research Center, approximately 75% of U.S. adults claimed to have read at least one book within the past year. However, that number also means one in four Americans didn’t read any books at all during the year.
I was frankly surprised to learn that print books remain the most popular format. Two-thirds of us are reading hard-cover and/or paperback books, while only one-third read e-books. Audiobooks, in particular, have grown rapidly over the past decade. We’ve increasingly preferred content we can consume while driving, exercising, or multitasking.
Still, audiobooks account for only 26% of “reading.”
Breaking Down the Demographics
The demographic breakdowns are especially interesting. Although it’s no shock to learn that women still read more than men, with 78% reading at least one book a year compared to just 71% of men.
Education also plays a role and remains one of the strongest predictors of reading habits. Eighty-eight percent of college graduates read at least one book a year, compared to only 60% of those without the sheepskin.
Age has an impact as well, though perhaps not in the way you might imagine. Despite popular assumptions that younger generations no longer read, those under age 30 still report relatively strong reading habits compared to middle-aged groups. Adults between 18 and 29 are the most likely to read digital formats such as e-books and audiobooks. Older adults still prefer physical books.
The most disconcerting data suggests that, among readers, the actual number of books read annually is fairly modest. Pew found that 38% of us read between two and five books per year, while just 14% read more than 20 books.
Also not surprising is the measurable decline in reading that extends beyond books and into news consumption. Traditional newspapers, magazines, and op-eds have lost readership over the years. More people turn to streaming services, Facebook, YouTube, TikTok, Instagram, podcasts, and social media influencers for information and commentary.
Impact on News
Unfortunately, this shift has also changed the face and credibility of journalism. Streaming news channels and digital personalities tend to present stories in emotionally charged, condensed formats. Prioritizing speed and entertainment over depth and accuracy.
As we all know, social media has fundamentally changed how we process information. Algorithms appear to reward outrage, brevity, and emotional responses. Traditional journalism relies on detail, nuance, and longer attention spans. As a result, younger consumers are more likely to watch a 90-second TikTok summary of a political issue rather than read a long-form analysis from a traditional media outlet.
I tend to agree with the large number of researchers and educators who express concern that this steady decline in reading habits will weaken younger people’s critical thinking, literacy, and attention spans. There is growing concern that “doom scrolling” and endless short-form content are replacing deep reading and thoughtful analysis.
In no way am I suggesting that the content we consume online is not compelling and entertaining. Nor can I accurately claim that books and long-form writing are disappearing. Millions of us remain passionate readers, and the continued growth of audio and digital books suggests we still desire storytelling and information.
We simply want it faster, more portable, and more convenient than ever before.
I hereby pledge to try to read more books. Care to join me?
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Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
