A recent report by the Association of American Publishers’ found that print books made up about 87% of the total book market in 2018, grossing $22.6 billion. E-books only held 7.8% of the market, at around $2.04 billion. According to Meryl Halls, managing director of the Booksellers’ Association in the U.K., this divergence from the digital space is due to the appeal of “the physical object.” Meryl Halls, to CNBC Research shows that 63 percent of physical book sales in the U.K. are made by people under 44-years-old. On the other hand, those over 45-years-old accounted for 52% of e-book sales in the U.K. In terms of genre, nature, cooking and children’s books are the most popular in print, while crime, romance and thrillers are the top e-book picks.