This generation, defined as people born between 1997 and 2015, is often considered phone-obsessed and addicted to technology. But when it comes to reading, Gen Zers say they prefer to pick up a printed book over an e-book.

Book sales in the US and the UK have boomed in the past two years, the management consultancy McKinsey found. Sales in the US hit a record of more than 843 million units in 2021, while last year had the second-highest number sales, at almost 789 million. This increasing popularity was partly because of Gen Z and its social-media trends, including the hashtag #BookTok on TikTok, McKinsey said.

Perhaps the most surprising trend is not Gen Zers’ love of books but the way they consume them. While their pastimes usually involve a screen, data and interviews with Insider suggest this doesn’t apply to books. They’re choosing to ditch digital formats and opt for the timeless paperback book.

Interested in knowing more, read the whole story at World Economic Forum here.