The 2024 Media Barometer from Nordicom at the University of Gothenburg shows. According to the survey, 51 percent of Swedes between 9 and 85 years old read or listened to a book on an average day. The reach for an average week was 66 percent.
"It is the highest figure we have seen in the Media Barometer since the measurements started in the late 1970s", says Jonas Ohlsson, media researcher and head of Nordicom, according to a press release.
Moreover, it is the printed book that people choose the most, with a daily reach of 38 percent last year. This can be compared to 15 percent for audiobooks and 7 percent for e-books.
But the book is not equally popular in all ages – women read much more books than men, and the same applies to people with higher education compared to those without. The book is most popular among highly educated women over 65 years old. The same division is not seen when it comes to audiobooks.
6,000 randomly selected individuals between 9 and 85 years old responded to the questionnaire.
