The trend in reading books among the Indian youth : Understanding the difference between a 'reader' and 'reading' as emerging mindsets

Brief: India's reading culture is experiencing intriguing shifts. While there's a notable increase in in-person library visits and printed book sales among Gen Z in the UK, India presents a contrasting scenario. Despite a significant portion of printed books not exceeding sales of 2000 copies and public libraries facing challenges in attracting readers, urban reading communities are on the rise. Furthermore, the eBook industry in India is projected to see substantial growth, reaching a revenue of US$236.40m by 2024. This reflects a unique blend of traditional and digital reading preferences among India's youth.

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According to a study conducted by Nielsen BookData in 2024, it was found that Generation Z in west predominantly prefers print books (accounted for 80% of book sales between November 2021 and 2022). Libraries in the west ?are also experiencing an increase in the number of Generation Z users who prefer the peaceful environment they provide compared to the boisterous atmosphere of coffee shops. There has been a 71% increase in in-person visits in libraries in the UK. According to a research by The Guardian, it appears that the Generation Z population in the United States has a strong affinity for public libraries. American Library Association (ALA), conducted a study and based on this ethnographic research and a 2022 poll, it was discovered that individuals from the gen Z and millennial generations use public libraries, both physically and online, at greater frequencies compared to previous generations.? The scenario in India is the reverse though. According to a 2024 Times Now article on World Book Day, the advent of mobile internet in India has significantly transformed consumption patterns of reading. In 2021, Nielsen India performed a poll which revealed a substantial rise in smartphone usage among the youth, with a majority of the time being spent on social media platforms and streaming services rather than reading books. Countercurrent (2023) reported a significant and sudden decline in the book reading culture throughout the years. It should be emphasized that a staggering 90% of printed books in India fail to exceed sales of 2000 copies! However, it is estimated that the eBooks industry in India would generate a revenue of US$236.40m by the year 2024. The market is anticipated to see a compound annual growth rate (CAGR) of 5.78% between 2024 and 2027, reaching a market volume of US$279.80m by 2027. By 2027, the projected number of users in the eBooks market is anticipated to reach 133.3 million. Therefore, we may deduce that the digital consumption of reading is growing in opposition to printed materials.? According to a survey released by Outlook (2023), libraries in India are seeing a decline, particularly those that focus on promoting literature in local languages. The Mumbai Marathi Granthalaya, a public library that has been in existence for 125 years, has suffered due to the lack of interest and concern from the people. Out of the total of 44 branches, 29 are now open. Out of them, only 21 are currently in full operation. Established in 1898, this library houses a collection of more than 645,569 Marathi books, including a significant number of rare volumes that are over 200 years old.?

The challenges faced by Indian libraries extend beyond the absence of readers and encompass several additional difficulties, such as the scarcity of trained librarians, limited availability of digital resources, and inadequate infrastructure. Based on a research by TOI in 2024, India has a total of 54,856 public libraries, but only a small proportion of them adhere to international standards. According to the 2017 study by the International Federation of Library Associations and Institutions (IFLA) titled "The World's Public Libraries: Key Trends and Statistics," the average public library in India had a collection of just 5,700 books, while libraries in industrialized countries had an average collection of 108,000 books. According to the 2018 study "Measuring Information and Communication Technologies for Development" by the UNESCO Institute of Statistics, just 12% of public libraries in India are equipped with computers, while a mere 8% have connection to the internet. Furthermore, as reported in a 2016 news piece by the Press Trust of India (PTI), just 10% of the 1.2 million librarians in India has professional qualifications. Consequently, the Generation Z does not perceive libraries as appealing places to engage in reading books.? However, a more thorough analysis is required to comprehend the attitudes and perspectives of the younger generation in India toward reading books. Based on a poll conducted by Scroll in 2024, it was found that 61% of Indian individuals belonging to the Gen Z and millennial age groups had engaged with a print book, e-book, or audiobook during the last 12 months. However, only 57% of these individuals identify themselves as readers. Furthermore, it was found that among Gen Z and millennials, 43% of those who did not see themselves as readers actually reported reading a greater number of print books per month compared to the total Gen Z and millennial population!

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What is the meaning of this? Why do young readers in India who read books not identify themselves as 'readers'? The study clarifies that "reader" is an archetype that pertains to one's identification rather than their actions or conduct. Furthermore, this identification is reinforced by active participation in literary circles, such as book clubs, and by engaging with online communities like Booktok and Bookstagram. Additionally, having access to libraries and bookshops contributes to this sense of identity. Merely reading a few books at home is insufficient to cultivate a sense of being a reader as an identity among the youth in India. Playing a game and being a gamer may sound nearly identical but out of the whole American population, around 49% engage in playing video games, whereas only 10% specifically describe themselves as gamers! In India, there appears to be a strong correlation between the identities of reader, writer, and fan among the younger generation. Millennials and Gen Z individuals who consider themselves readers are also more inclined to engage in writing and actively participate in fandom communities. Community plays a crucial role in all of these identities. Two primary reasons why millennials and members of Gen Z consider themselves fans are their sense of belonging to a fan community and the opportunity to connect with like-minded individuals. Connecting with individuals who share similar interests is essential for establishing one's sense of belonging within a community of readers. The urban readership groups in India may be relatively small, but they are gradually expanding. For over eighteen months, a cohort of readers has been congregating at Cubbon Park in Bangalore to immerse themselves in literature. This group, called Cubbon Reads, has expanded into a community of over 500 people who convene at Cubbon Park to engage in book reading as a means of fostering connections with one another. Juhu Reads is a community in Mumbai that focuses on silent reading. Delhi Reads is a literary community located in Delhi.??

Let us hope for the establishment of further reading communities in India and an increase in the number of young readers. This is because scientific research has recorded that reading has the potential to enhance brain and memory function, and to maintain optimal cognitive performance as individuals grow older.?

(Copyright Dr. Kaustav Sengupta , 21st July, 2024)