Link: Who Are All These 20-Somethings Buying an Amazon Kindle? BookTokkers - WSJ

Kindle has emerged as a favorite device among TikTok's "Kindle girlies," who showcase their sticker-decorated e-readers and share their favorite reads. Sales of the device have surged, with double-digit growth over the past two years, primarily driven by younger users under 45.

While print remains the predominant reading format, digital borrowing via libraries has significantly risen, with ebook checkouts up by 75% since 2019.

#BookTok on TikTok has significantly influenced book sales and popularized authors like Colleen Hoover and Sarah J. Maas, leading to dedicated bookstore sections. Kindle Unlimited now offers a subscription for unlimited access to over four million ebooks, catering to avid readers.

Gillian Payne rekindled her reading habit with a Kindle purchase during the pandemic, setting and surpassing her reading goals each year.

E-readers are becoming more than just reading devices; they are fashion statements with a burgeoning market for accessories like special bags and remote page turners. Myles Zernik-Traxler even started her own accessory line, driven by demand from the Kindle community.

Even previous skeptics of e-readers like Catherine Miller have converted after exposure to positive reviews on TikTok, enhancing their reading experience with customized Kindles. #

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