Sixteen to 24-year-olds are known as the super-connected generation, obsessed with snapping selfies or downloading the latest mobile apps, so it comes as a surprise to learn that 62% prefer print books to ebooks. Asked about preferences for physical products versus digital content, printed books jump out as the media most desired in material form, ahead of movies (48%), newspapers and magazines (47%), CDs (32%), and video games (31%). “It is surprising because we think of 16-24s as being attached to their smartphones and digital devices, so it does shout out,” said Luke Mitchell of agency Voxburner, which researched questions about buying and using content with 1,420 young adults. The two big reasons for preferring print are value for money and an emotional connection to physical books.