Как чете Поколението Z
How Does Generation Z read

Author(s): Milena Ilieva-Momchilova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Generation Z; digital age; print books; libraries; e-books; marketing; social media
Summary/Abstract: For each generation, there are studies, findings, and generalizations. Generation Z (Gen Z) has also not escaped this ritual of research and findings. The subject of the report is the scientific view of Generation Z and what are the actual reading trends of this group of people who are gaining more and more purchasing power and it is obvious that the age group is more connected to the Internet than the previous generations. The subject of this work is an analysis of studies and reports by Wattpad and Wakefield Research, which collected data on the state of reading among people aged 26 and under to give a real picture of reading trends among Gen Z, from how much they read to how diverse they read, where they get their recommendations from (watching them, BookTok), even what genres they prefer as well as what marketers and marketers need to know about how Generation Z differs from previous generations. The goal of the post is, by analyzing the data, to highlight how optimization tactics can be improved so that each content is placed on Gen Z‘s radar.

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