The paper aims to understand the consumers behavior regarding the changes on the world of literature, analyzing the factors that influence their decision-making process while choosing between printed books or e-books. After a series of in-depth interviews with regular readers from Rio de Janeiro, it was possible to identify reading habits and characteristics on their decision-making process, such as: what motivates them to buy the books, sources where the readers gather informations that help them make their decisions and the main attributes. It was also possible to notice the readers preferences when it comes to the printed and digital books, pointing out their positive and negative aspects. The results show that thirst for knowledge and entertainment are their main motivation while looking for a book, after either a friend s/family member s/website or bookstore recommendation, and the main points analyzed are the synopsis and book covers. Regarding the book preferences, the printed ones were a definite favorite as it holds the power to involve the reader and also because of material motives.