Portland State University. Department of English
Publishers and publishing, Young adult literature
Millennials (those born between 1981-1996) make up the largest generation in U.S. history, and due to their relatively recent entrance into parenthood, there is little preexisting information available about their purchasing habits, which differ greatly from those of previous generations (McGee). Now that millennials are becoming parents, companies targeting the children of this generation—including those in the book publishing industry—would benefit from a better understanding of how and why this demographic chooses products; this paper focuses on how they buy books for their children. Through academic research and a survey of 150 participants, several indicators were discovered regarding how millennial parents purchase books for their kids. Three main themes highlighted in this paper are the variability of reading platforms available (print, Ebook, and audiobook most notably), and how parents versus their children prefer to engage with reading; the desire to see increased diversity presented in children’s books; and the influential nature of online product reviews, and more specifically, positive reviews and word-of-mouth.
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Wolf, Emma, "What Compels Millennial Parents to Buy Books for Their Children?" (2021). Book Publishing Final Research Paper. 56.