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80后90后爱读纸质书

《财富》 2016年06月12日

读纸书,逛实体书店,已经成美国年轻人的一种时尚。

近十年前,电子书阅读器颠覆了人们读书的方式,可如今平装书和精装书再次流行了起来。

肯塔基州科尔宾的Books-A-Million书店的经理特里斯•考迪尔表示:“回归纸质书,似乎成了时髦的潮流。就像宗教崇拜一样。”

29岁的考迪尔亲眼见证了年轻客户的增加和书店实体书销量的上涨。插图小说比如《饥饿游戏》(Hunger Games)和《分歧者》(Divergent)系列等,YouTube网红乔伊•格雷斯法、康纳•福兰特和沙恩•道森的传记和随笔等等,吸引着越来越多考迪尔的同龄人走进书店。

在Books-A-Million和其他零售书店,千禧一代客户可能无法获得亚马逊等网站提供的折扣,但他们对集体体验更感兴趣,因为书店变成了一个社交目的地。

在美国,22至34岁的年轻人,成为实体店购书人数最多的群体。据尼尔森图书与消费者(Nielsen Books and Consumers)统计,目前该群体的市场占比从2012年的27%,提高到了37%。

此外,据尼尔森统计,千禧一代也将阅读预算中的大部分,投入到了可以手持、保存和分享的实体书当中,比例占到82%。

萨拉•刚萨雷斯表示,她在购买图书的时候,甚至都不会去看价格,即使是价格较为昂贵的精装本也不例外。她的行为代表了一部分读者。

这位30岁的芝加哥居民说道:“我非常热衷于阅读和图书传递。这是在分享财富。”

美国书商协会(American Booksellers Association)首席执行官奥伦•特切尔认为,痴迷科技的年轻人发现,手拿一本书可以“填补极其重要的空虚”。

24岁的凯特琳•维奇便有这样的感觉。她每天都会去考迪尔的书店,她说自己在那里花了很多钱来买书。

维奇是一位已婚的滑板商店老板,她希望将自己的书永久保存下去。她拒绝在电子设备上读书,而且她发现一本书快要看完的时候,每次翻页都会有一种兴奋的心情。

维奇说道:“我迫不及待地想要知道结局。”

虽然维奇和其他同龄人更喜欢亲自买书,并且愿意支付这种购书体验的代价,但买书不一定要倾家荡产。事实上,图书是最廉价的娱乐形式。

有一种简单的选择:二手书。不仅网络零售商经常会将二手书连同新书一同出售,还有各种专营二手书的二手书店。

许多书店采取会员制,或者为老客户提供新书或其他特色图书的折扣。多数书店也有打折区。

许多私人图书俱乐部或兴趣小组有图书交换平台,成员可以彼此交换图书。

要想节约图书开支,有一种既环保又可有助于社交的终极方法:去公共图书馆。

借书或许对图书行业的销售数据没有帮助,但却可以让年轻人尽情读书,不必担心预算紧张。

刚萨雷斯就是其中之一,他已经把去公共图书馆列入了日程安排中。

她说道:“我一直打算去”图书馆。 “我已经把它写入了待办事项清单。” (财富中文网)

译者:刘进龙/汪皓

Nearly a decade after electronic readers revolutionized how people read books, paperbacks and hardcovers have become cool.

“It is like a hipster movement to get back into reading,” said Trish Caudill, manager of Books-A-Million in Corbin, Kentucky. “It’s almost cult-like.”

Caudill, 29, has seen a resurgence of young customers and more sales of physical books at her store. Her peers are drawn in by graphic novels, the “Hunger Games” and “Divergent” series, and memoirs and essays by YouTube stars Joey Graceffa, Connor Franta and Shane Dawson.

Millennial customers at Books-A-Million and other retailers are missing out on online discounts at websites like Amazon.com AMZN -0.41% , but they are more interested in the group experience, with the bookstore becoming a social destination.

Across the United States, the 22-to-34 age group has become a larger percentage of the physical book-buying demographic. It is now 37 percent of the market, up from 27% in 2012, according to Nielsen Books and Consumers.

Millennials are also putting a huge chunk of their reading budget—82%—into books they can hold, keep and eventually share, according to Nielsen.

Sara Gonzalez says she does not even look at the price when she is buying a book, even for costlier hardcovers. Part of what she says she is paying for is being part of a community of readers.

“I’m really big about read and pass along,” the 30-year-old Chicago resident said. “Share the wealth.”

Tech-obsessed younger people are finding that holding a book in their hands can “fill an important void,” said American Booksellers Association Chief Executive Officer Oren Teicher.

That is the case for 24-year-old Kaitlyn Veach, who visits Caudill’s Books-A-Million store daily and says she spends too much there.

Veach, a married skateboard shop owner, says she wants to keep her books forever. She shuns reading on devices and finds a thrill in turning the pages as she gets close to the end of a book.

“I can’t wait to see what happens,” Veach said.

While Veach and her peers prefer to shop in person and are willing to pay up for that experience, buying books does not have to break the bank. In fact, books can be one of the cheapest forms of entertainment.

One easy option: used books. Not only are they frequently sold alongside new books at online retailers, they are also often found at various types of secondhand stores.

Many bookstores also have membership plans or offer discounts for frequent shoppers on new releases and other featured titles. Most stores also have discount bins.

Many private book clubs or affinity groups have book exchanges, where members can trade with each other.

And the ultimate social and eco-friendly way to save money on books: the public library.

While borrowing might not help the book industry with sales figures, it could help keep the generation reading without straining their budgets.

Gonzalez, for one, has taken note.

“I’ve been meaning to go” to the library, she said. “It’s on my to-do list.”

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