Young adults lead surprise surge in book reading, defying digital age expectations

This initiative, alongside insights from research company Kantar and Frank Hakemulder, sheds light on the cognitive and emotional benefits of print reading. Frank Hakemulder, a leading researcher in reading psychology, has explored the detrimental effects of excessive phone use on attention span and cognitive function. His findings indicate that as individuals become more accustomed to the rapid consumption of information typical of digital media, their ability to focus and concentrate diminishes. This fragmentation of attention makes it increasingly difficult to engage with longer texts, which are essential for deep reading sessions that foster comprehension and empathy.

Hakemulder warns that if this trend continues, we risk losing not only our capacity for empathetic feeling but also our need for cognitive closure—the psychological drive to seek clear and powerful answers. Literature often presents multiple layers within a story, challenging readers to navigate complexity rather than providing straightforward resolutions.

Roularta's Initiative: Time to Read

Roularta Media Group has launched the “Time to Read” campaign through its flagship publications, Knack/Le Vif (a Flemish and French language news magazine with circulations of 87,000 and 53,000 respectively) and Libelle/Femme d’Aujourd’hui (a Flemish and French language women's magazine with circulations of 186,000 and 77,000 respectively). This campaign aims to inspire Belgians to reclaim their reading time. A recent study conducted by Knack and Le Vif in collaboration with Kantar revealed that over 62% of Belgians wish they could read more but feel hindered by time constraints and digital distractions.

Ann Claeys, Brand Manager of Knack/Le Vif, stated: “It was originally an idea from the editorial team. Speaking with people of various ages, they picked up that people actually like to read more but don't have enough time for that. Time is a very broad concept because we spend an average of three hours a day on our mobile phones. If such large dossiers are published, we want to substantiate that with a study and a three-months follow-up of articles.”

To combat this issue, Knack has introduced a challenge encouraging participants to read at least one book per month from October to December. In their existing book section, they introduced the theme for this challenge: “Exchange your screen time for reading time.” The campaign offers extensive support through resources such as reading tips, author interviews, and curated book packages designed to rekindle the joy of reading among its audience.

Engaging Young Adults

The initiative targets young adults, who often struggle to balance screen time with meaningful reading experiences. By understanding where young people prefer to acquire books—whether through purchases or borrowing from libraries—marketers can tailor their strategies effectively.

Knack also invites readers to assess their screen usage through an interactive test on its website that helps them discover how many books they could read if they dedicated some of that time to print. This approach not only raises awareness about screen time but also encourages a shift towards more productive habits.

Ann Claeys added: “We’re going to give them tips on what they can do to spend more time reading. Those tips and tricks are intended to keep them engaged. We encourage them to read at least one book a month. If this leads to slightly less smartphone use, then that’s a win-win situation. Furthermore, it can help them form a new habit. Just as we encourage sports habits, we aim to foster a reading habit. Not everyone feels the need to put their smartphone away; however, we want people to keep reading because there are numerous benefits associated with it. Your grammar improves when you read more books; your worldview expands as you encounter perspectives different from your own.”

Libelle and Femme d'Aujourd'hui complement Knack’s and Le Vin efforts by distributing free books in gift packaging across over 100 book exchange boxes throughout Flanders and Wallonia. This initiative fosters community engagement by encouraging people to share books with one another while promoting the joy of reading.

Additionally, Libelle encourages readers to join its book club, where members can share tips and reviews, further nurturing a community committed to exploring literature together.

Roularta has utilised well-known influencers on Instagram along with in-paper and radio advertising to create awareness for the campaign.

Reading behaviour insights

The Kantar study among 1000 Belgians provides valuable insights into reading behaviour across different demographics:

Age Variations: Reading habits also vary significantly by age. Younger adults (ages 18-34) are increasingly engaging with literature; 37% state they read more now than they did five years ago. In contrast, older generations report a decline in reading frequency.

Willingness to Read More: Over 62% of Belgians expressed a desire to read more books despite feeling hindered by time constraints and digital distractions.

Reading Formats: While print remains popular, the landscape is shifting; approximately 89% of readers still prefer physical books while 26% engage frequently/always with electronic formats. This highlights the ongoing relevance of print media even in a digital age.

Counterintuitive Trend: Interestingly, young adults want to read more (75% vs average of 62%) and are actually reading more than ever before, with 37% of 18- to 34-year-olds (vs an average of 25%) doing so, challenging the stereotype that digital natives are abandoning traditional literature. Many are turning to print books as a means of disconnecting from screens.

Celebrating the initiatives of publishers like Roularta Media Group is essential as they not only rekindle a love for reading but also address the pressing issue of screen time. These efforts should inspire other publishers and relevant organisations to adopt similar strategies, fostering a broader culture of reading. By promoting such initiatives, we can collectively encourage a shift towards deeper engagement with literature, benefiting both individuals and society as a whole.