Who reads and buys books in print?

In the age of e-books, audiobooks, and streaming culture crowding the market, one might assume that physical books are fading away. But that's not necessarily the case. According to YouGov Profiles data, one in five Britons (22%) still read books every single day, and many of these readers indicate a preference for physical books.

Daily readers are more likely to read paperbacks than the general population (74% vs. 62%) and also more likely to prefer hardbacks (53% vs. 45%).

Nearly two-thirds of daily hardback and paperback readers (61-62%) are aged 55 or over, compared to just 38% of the general population. Women make up 63% of daily paperback readers and 56% of daily hardback readers, compared to 52% of the general adult population.

This group isn’t just reading more – they’re shopping differently, too.

About 45% of daily print readers buy second-hand books from physical bookshops, compared to just 27% of the general public. They are also more likely to purchase new books in person (43% of hardback readers and 40% of paperback readers) than the national average (31%). So while digital storefronts may dominate broader retail conversations, this audience is still walking into shops and leaving with a bag.

That doesn’t mean they avoid digital entirely. Around a third (31–34%) download e-books, and similar numbers buy second-hand books from online marketplaces. But the priority appears to be physical—and often pre-owned—formats.

Daily book readers also borrow more frequently. Over a third borrow books from libraries (36% of hardback readers, 33% of paperback readers), compared to just 19% of all British adults. Borrowing from friends and family is also more common among this group (27-28% vs. 19%), suggesting stronger ties to community and social reading habits.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.