Millennials’ Reading Behavior in the Digital Age: A Case Study of Pakistani University Students

This article uncovers the reading trends of Millennials living in Pakistan by investigating their reading behavior within the digital paradigm. A cross-sectional survey-based quantitative research design was adopted. Masters students (16 years education) from the Higher Education Commission (HEC) recognized universities of Lahore, Pakistan was the study population. A total of 515 masters’ level students from 7 universities participated in the survey. The participants were recruited by employing a two-stage stratified purposive total population sampling technique. The study findings confirmed that despite their preferences for print material, Millennials were using electronic material for reading more frequently. However, the study showed that the reading purpose influences the choice of the reading format. Furthermore, the availability of electronic reading content in the public domain and open access contents may be a reason for increased use of e-content, as free websites were the preferred method of millennials for obtaining reading material. Social networking websites and intelligent search engines like “Google” were also in use and play a role in finding the relevant information and reading e-content. The study shows that the digital environment has a significant impact on the reading behavior of individuals, a fact which needs to be considered by academics, practitioners, and the individuals themselves. It is considered a baseline study that opens various potential directions and avenues for future research.