Millennials' reading habits

During 2017 Holmen Paper's market intelligence team conducted an extensive study of the magazine market in Europe, focusing on France, Germany and the UK.

One of the most frequently discussed target groups are the millennials; they are the biggest living generation and their potential buying power has not peaked yet since many are still in school. There are a lot of studies and speculations regarding what this generation wants, their habits and not least their buying behaviour. Millennials grew up during a time of rapid change and this has influenced their needs and demands compared to previous generations. So what expectations and requirements do millennials have on printed magazines?  


“77% of millennials read printed magazines on a regular basis”

Download the study

How your personal data is processed 
After you have filled in and submitted your personal data we will process your data in order to fulfill your request. We respect your privacy and take appropriate measures to protect your personal data and comply with applicable legislation. For further information on how we process your personal data please see



Holmen Paper
601 88 Norrköping

+46 11 - 23 50 00

Connect with Holmen Paper

© Holmen Paper 2019