Despite their practicality, ereaders have long struggled to find their audience. But if you're in the USA this summer, you're likely to see a lot of them on planes and on beaches, because sales of these devices are booming thanks to TikTok.

People tend to assume that young people are digital addicts, preferring screens to any other medium, including printed books. And yet, they have not been particularly enthusiastic about ereaders. But things are changing. Generation Z is becoming increasingly keen on electronic reading devices, especially Amazon's Kindle.

This device, marketed by the online retail giant since 2007, is proving a big hit with the young followers of the BookTok community. The BookTok phenomenon came about in December 2020, driven by literary enthusiasts eager to reinvent literary criticism through short, thematic videos. The trend has grown over the years, so much so that the #booktok hashtag now features in 35.3 million posts on the Chinese platform. While BookTokers generally film themselves with printed books in hand, they are increasingly turning to e-books for reasons of practicality. And that means ereaders like the Kindle.

In recent months, videos extolling the virtues of the Kindle have proliferated on TikTok. Most of them are made by young women who describe themselves as "Kindle girlies." As die-hard Kindle fans, these internet users collect merchandise that allows them to customize their ereaders. From stickers and protective covers to electronic page-turners and stands, there's something for every taste and every budget. The Kindle craze is such that some users, like Myles Zernik-Traxler, have created their own brand of Kindle accessories. This American TikToker, based in Cincinnati, Ohio, sells shoulder bags tailored to the size of Amazon's ereader.

The return to favor of ereaders is reflected in sales figures. Kindle sales grew by double-digit percentages in 2022 and 2023, according to the Wall Street Journal. As Kevin Keith, Vice President of Amazon Devices and Services, told the American daily, this increase is mainly driven by the under-45s. Nook, the ereader marketed by Barnes & Noble, the leading bookstore chain in the US, is also benefiting from this strong demand.

Nevertheless, the printed book remains more popular than its digital counterpart in the United States. Nearly two-thirds of American adults say they read a paper book in 2022, according to the Pew Research Center. ereaders may not have the charm of the printed book, but they're not without their qualities. They're ergonomic, durable and emit no light, making them easy on the eyes. What's more, their gigabytes of memory mean that avid readers can easily take a whole collection of books with them on vacation, without weighing down their suitcase.

 - AFP Relaxnews