MUMBAI: Even though the new-age generation is hooked to hi-tech devices and glued to social media most of the time, most netizens still prefer reading printed books over their electronic form, a survey has revealed.

According to Tata Literature Live! Survey 2014, nearly 78 percent of respondents covered under the survey favoured printed books over electronic reading.

Among the respondents, hyper-connected post-millennials in the age group of less than 20 rank highest in this preference with 81 per cent.

This is followed by those in the age group of 21-30 with 79 percent, 31-40 age group and 41-50 age group with 75 percent each and the lowest being the age-group of 50 and above with 74 percent.

Regionally, Mumbai respondents lead with 80 per cent opting for the printed word, which is followed by Delhi (79 percent), Kolkata (78 percent), Bengaluru (77 percent) and Chennai (76 percent).

"The survey has thrown up very interesting findings. In a world of primetime TV, breaking news, and intensive social networking, reading books remains a popular activity," Tata Sons Group Executive Council member and Brand Custodian Mukund Rajan said.

"We endeavour to promote the cause of literature, particularly amongst the younger generation, and the findings of the survey enthuse us to strengthen our efforts in this direction," Rajan added. ..

READ MORE: New Malware Attacks Apple Macs, iPads And iPhones

India To Become A Huge Market for Wearable Tech