Is the Kindle Colorsoft Too Late? Amazon Reveals What Took So Damn Long to Catch Up

"Right now, we're seeing the highest income of Kindle successful implicit a decade—20 cardinal pages are presently work each month," claims Panay. "And it turns retired the bulk of this caller cohort are millennials and Gen Z, this is the fastest increasing segment."

Kevin Keith goes further, explaining that portion societal media utilized to beryllium a distraction from books, it's present a driving unit for selling Kindles to new, younger readers. The “BookTok” phenomenon, helium says, has a batch to bash with that, and the hashtag, which includes radical sharing publication reviews and recommendations connected TikTok, has amassed astir 39 cardinal videos and implicit 200 cardinal views.

"There's decidedly a spot of a TikTok/BookTok effect close now, and this has besides transcended into Reels, into Instagram, into Facebook,” Keith says. “So you spot crossed the committee successful presumption of the societal media interaction that utilized to beryllium a headwind, that utilized to beryllium pulling radical distant from reading—now it's really driving radical to read."

"It’s been implicit 2 years present that we’ve seen this maturation rate," helium adds. “When we accidental income are astatine their highest successful a decade, this is aft aggregate years of double-digit growth.”

There is information to suggest this mightiness beryllium the commencement of a wider trend, with the ereader marketplace expected to commencement growing again betwixt present and 2029. Keeping the affectional transportation betwixt readers and their books is important successful this, insists Panay, and cites this arsenic a crushed wherefore radical volition swallow the $120 hike implicit the best-selling Paperwhite.

"Value is not successful the look and consciousness of a device,” helium says, without hesitation. “Value is successful the emotion you'll beryllium capable to propulsion retired of having a colour screen. At this constituent it's a choice, and that's what's beautiful. If you privation color, it's present determination for you.”

Whether amended precocious than ne'er works retired for Kindle remains to beryllium seen, but Panay is banking connected that affectional transportation playing its part. In an overly connected world, helium says that for its users, Kindle is simply a sanctuary—a instrumentality with nary distractions, nary notifications. Of course, books person been doing that for centuries.

“That sanctuary is precise real,” says Panay. “You prime up a publication [on your Kindle] and you commencement speechmaking … multitasking doesn't beryllium due to the fact that you vanish into that moment. We request immoderate of that close now, much than ever.”