Srovnání čtenářského chování generací Y a Z

Abstract

This diploma thesis focuses on the analysis of reading behavior of Generation Y and Generation Z. The aim is to analyze the reading behavior of these two demographic groups and identify key differences in their approach to literature. The partial objectives include identifying preferences in book formats and literary genres, mapping their main motivations for reading, examining book selection processes, and identifying barriers limiting reading activity. Data were collected using an online questionnaire survey (CAWI) with quota sampling, involving a total of 303 respondents. The results show that despite ongoing digitalization, printed books remain the dominant and most preferred format for both generations. In the area of digital formats, it was found that e-books are used significantly more often by Generation Y than by Generation Z. The main motivations for reading include relaxation, entertainment, and acquiring new information. The research further revealed that women from Generation Z read for relaxation and entertainment more frequently than men of the same generation. The main barriers to reading include primarily lack of time, while in the segment of non-readers, lack of motivation also plays a significant role.