Identifying with an activity is different from actually doing it. For example, 49% of Americans play video games, but only 10% identify as gamers. According to a recent survey we conducted, there’s also a small gap between reading activity and identity for younger readers: 61% of Generation Z and millennials have read a print book, e-book or audiobook in the past 12 months, but only 57% identify as readers.

And yet there was a puzzling aspect of our results: The 43% of Gen Z and millennials who didn’t identify as readers actually said they read more print books per month than Gen Z and millennials overall.