Differences in perception between digital natives and digital immigrants regarding books and e-books

Abstract

Purpose – This study explores the differences in perceptions about printed and electronic books across digital natives and digital immigrants. Design/Methodology/Approach – A literature informing the study of the different aspects of consumer behaviour shows a lack of research on digital natives and digital immigrants and their engagement with printed and electronic books. This study adopts an exploratory, qualitative approach using two focus groups to gather a deep insight about both generations’ perceptions and preferences. Findings – The results from both generations of book readers show that the printed book is a long way from being completely replaced. There are subtle differences between the two generations in their perceptions and preferences when it comes to printed and electronic books. Both digital natives and digital immigrants are still attached to the printed book. Research limitations/implications – A limited number of focus groups offer only a limited view to the differences between digital natives and digital immigrants, offering an opportunity for future work in the area. Practical Implications – There is a need for a more human-oriented approach in local bookstores by creating a relationship with the customer. Bookstores should also look at improving the aesthetics of their stores. E-book retailers need to lower their prices if they are to compete with physical books. Originality/Value – This study contrasts earlier quantitative research about individuals’ engagement with printed and electronic books by providing an in-depth look at the factors influencing book/e-book buying behaviour across two different generations.