A revival of vinyl, film, print, and tactile experiences in the digital age
Generation Z is the driving force behind a resurgence in analog media consumption, according to Lisa Kassova, a journalist who covers media and social trends and who wrote Gen Z’s enthusiasm for all things touchable is resurrecting the analog economy—and costing parents, published in on July 5, 2024 in Fortune magazine.
Gen Z's analog awakening
Gen Z's analog awakening crosses boundaries and runs from books and vinyl records to film cameras and old radios. Younger people are embracing tangible experiences in defiance of the digital world that surrounds them.
This trend isn't just about nostalgia; for Gen Z, it's a statement of identity and a way to differentiate themselves in an increasingly digital landscape.
Teenagers like 13-year-old Charlie and 17-year-old Fatima find joy in physical media, from carefully curated vinyl collections to the tactile pleasure of flipping through print magazines.
Skyrocketing sales of vinyl
The numbers tell a compelling story. Vinyl record sales in the U.S. skyrocketed from $14.2 million in 2006 to $1.2 billion in 2022. The UK has seen similar growth, with annual vinyl LP sales reaching 6.5 million in 2023, marking 16 consecutive years of growth.
Yearly vinyl LP sales o the other side of the pond are growing, too. They reached 4.3 million in 2019, a rise of over 2,000% from 2007. The industry’s 16th year of consecutive growth was in 2023, with sales reaching the highest since vinyl's renaissance—6.5 million. Experts say it's 16—to 24-year-olds doing the buying.
CD sales are following along, too, with solid growth in the past decade in the U.S. Increasingly attracted to all things touchable, Gen Z music fans have taken up CD collecting as a hobby. Displaying CDs in creative ways has become a form of self-expression. They are also 33% more likely to buy artists’ apparel than the general U.S. population.
LPs can be expensive for young music connoisseurs, and so they usually only buy an album when the cover art appeals as much as the music. "The price of the Arctic Monkeys album I bought became more justified because I loved the music and thought the album cover was cool," reflects Sandy.
A book, please. Not an eReader
This analog renaissance extends beyond music. Print book sales are at a 21st-century high in both the U.S. and the UK, with young adult fiction seeing particularly strong growth. Libraries are experiencing a resurgence in popularity among younger generations, with over half of 13-40 year-olds visiting libraries in the past year.
But the love for print doesn't stop at the library doors. Physical books are making a comeback that would make vinyl records jealous. In 2023, the UK saw a staggering 669 million books fly off the shelves - a record-breaking year for the 21st century. Meanwhile, across the pond, the US wasn't far behind, with 788.7 million printed books sold in 2022, making it the second-best year this century for book sales.
Young readers, particularly those aged 14-25, drive this print renaissance. Aided by book-loving online communities like #BookTok, they're devouring fiction at an unprecedented rate. A Nielsen survey found that 80% of this age group prefer the feel of a physical book in their hands, compared to 30% who opt for e-books. Young adult fiction is leading the charge, with sales skyrocketing by 47% over five years.
Is this analog attraction just a passing fad?
Only time will tell. But one thing's for sure - the desire for calm, deeper connections, and tangible forms of self-expression in our increasingly digital world isn't going anywhere. So, whether it's through the rustle of pages or the crackle of vinyl, Gen Z and millennials are proving that sometimes the old ways are the best ways.
For many Gen Zers, the appeal lies in the tangible nature of these items. Sandy, a 15-year-old music enthusiast, appreciates the aesthetics of album covers and the unique listening experience vinyl provides. "It feels more special and peaceful than using headphones," he explains.
Fewer hours online
This shift towards analog isn't just about consumption; it's also changing how young people interact with the world. Many report spending less time online and more time engaging in physical activities and real-world experiences.
However, this trend comes at a cost. Parents like Lucy find themselves investing in both traditional hardware and digital subscriptions to cater to their children's evolving interests.
While it's unclear whether this analog trend will endure, one thing is certain: the desire for authentic connections and tangible expressions of identity in an increasingly digital world is here to stay.
As Gen Z continues to shape consumer trends, the balance between digital convenience and analog experience will likely remain a defining characteristic of their generation.
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