Italians under the age of 25 are not only avid readers, but also enthusiastic book buyers. Digital encourages them to read more, they move quickly between e-commerce and bookstores, and, more than any other target, they use social media to expand their horizons. This is the profile of the youngest readers outlined in the second edition of NetRetail Books, which explores Italians’ reading habits and digital book purchases. According to the data, people under the age of 25 are the most likely to purchase books through any channel, online or offline. In 2024, 65.9% of readers in this age group purchased at least one book, followed by older millennials (35-44 years old). This interest is being fueled by a good compromise between the physical and digital dimensions, as well as an increasingly multi-channel approach, which has been embraced by 27.5% of the youthful sample, who are now oriented toward getting information from various sources. As for social media, platforms like Instagram and TikTok continue to dominate, driving the discovery of new authors and books among under-25 readers—without overshadowing other channels. Additionally, they are also helping to bring books back to the center of the conversation, thanks to content from book influencers and discussions sparked by digital book clubs.