"Ex Libris Reading Barometer 2025": How Switzerland reads

Together with the Sotomo research institute, Ex Libris got to the bottom of the reading habits of the Swiss population. Michael Hermann, Managing Director of Sotomo, categorizes the results: "The survey results clearly show how much reading enriches the emotional and cognitive world of the Swiss population."

Reading makes you attractive

At a time when social media is taking up more and more time in everyday life, there is a clear tension between digital and traditional leisure activities in Switzerland. While reading is perceived as a source of peace, inspiration and education, social media is viewed rather critically by respondents. For example, only 12% of respondents consider social media to be a source of energy, while 64% view social media negatively in this respect.

Readers are also perceived positively overall and associated with qualities such as curiosity and intellectuality, while social media users are more often seen as superficial. Reading also makes people attractive: 84% of respondents find people who read a lot attractive.

Reading relaxes

A full 68 percent of respondents feel relaxed after reading and 65 percent find it calming. Even when reading for a long time, the effect remains positive: 87% of respondents report that they feel good afterwards, and hardly anyone has negative feelings when reading for a long time. In comparison, a quarter of respondents stated that they experience negative feelings when using social media for long periods of time.

For the majority, reading is primarily a means of entertainment (77 %), relaxation and knowledge acquisition (74 % each). At the same time, books also promote social connections: 57% of respondents regularly talk to others about the books they have read.

Reading time: During the vacations or before going to sleep

Reading is particularly popular during the vacations - 64 percent of respondents turn to books more often on vacation, a time when peace and quiet is often particularly appreciated. Almost as many, 61 percent, read before going to sleep as a relaxing habit to wind down at the end of the day. Even at the weekend, 60 percent of respondents find time to immerse themselves in stories. However, reading is not just restricted to quiet moments. For example, 34 percent of Swiss people use their commute to read. Public places such as cafés and parks provide a suitable environment for 20 percent of respondents.

Novels and crime thrillers most popular

The favorite genres are colorful and testify to a lively reading culture that encompasses knowledge, suspense and deeper insights. Novels are the most popular genre at 68 percent, followed by crime novels and thrillers (57 %). Women read novels particularly frequently (84 %), while men have a stronger preference for crime novels and thrillers (62%). But it's not just about suspense: interest in facts and knowledge also remains strong. Non-fiction books are very popular with both genders.

The reading barometer shows that for many Swiss people, literature is a way of developing empathy and gaining new perspectives. "The effect of literature is multifaceted: novels promote empathy and stimulate the imagination, non-fiction books broaden horizons and provide confidence in conversation," explains Daniel Röthlin.

Long texts cause problems for three out of four respondents

The survey shows how highly the Swiss population values its reading ability: 99% of respondents consider their own reading ability to be important. This unanimous agreement is evident across different age and gender groups.

In view of the omnipresence of social media and the short-lived content that demands our attention in small doses, the question arises as to whether our ability to concentrate on longer texts is suffering. The survey results shed light on this: 75 percent of respondents report that they have no difficulty concentrating on longer texts. However, a closer look reveals an interesting trend: the influence of age groups is particularly noticeable here. Young adults between the ages of 18 and 35 are the most likely to state that they have problems concentrating when reading longer texts (40 percent) - possibly an indication of the effects of the fast pace of digital life. In contrast, the middle age group of 36 to 55 years and the over 55s appear to be significantly less affected.

Bookshelf as a mirror of personality

Printed books are more than just a source of knowledge. They are faithful companions, mementos and expressions of personal values and stories. A look at the number of books people own reveals a fascinating Swiss culture: 41% of respondents have more than 100 printed books in their household. The older generation in particular keeps extensive collections. The passion for books is also reflected in the number of books that are actually read: The majority read all of their books. Two thirds state that they read (almost) all of their books to the end.

After reading, 86 percent keep their books, which often serve as lasting treasures and mementos. Only 12 percent say they throw their books away after reading.

While 22 percent of respondents insist that books should remain pristine, 52 percent are neutral towards markings or dog-ears. 27 percent even consider personal notes to be part of an active reading process. 78 percent of respondents finish every book they start and three quarters read books patiently to the end without skimming the last chapter first.

For the survey, 1044 people were interviewed between October 1 and 8, 2024. The results are representative of the language-integrated population of German-speaking Switzerland aged 18 and over. The survey was conducted online via the Sotomo online panel. The 95 percent confidence interval (for a 50 percent share) for the overall sample is +/- 3 percentage points. The "Ex Libris reading barometer 2025" can here can be downloaded.