2010 Kids & Family Reading Report(TM)

“It is not important to me which reading device my daughter uses, but sometimes there is nothing like holding a physical, page-turning book.”
    — Father, 6 year-old girl, Colorado


Highlights of the study:

Reading Books in the Digital Age

  • From age 6 - 17, the time kids spend reading books for fun declines while the time kids spend going online for fun and using a cell phone to text or talk increases.
  • Parents express concern that the use of electronic and digital devices negatively affects the time kids spend reading books, doing physical activities, and engaging with family.
  • Technology can be a positive motivator to get kids reading – over half of kids (age 9-17) say they are interested in reading an eBook, and a third of children age 9-17 say they would read more books for fun if they had access to eBooks on an electronic device.

The Value of Reading

  • When asked, children and parents agree the most important reason to read books for fun is to open up the imagination, be inspired, and to a lesser degree, to gain new information.
  • Eight in ten kids feel proud and have a sense of accomplishment when they finish reading a book.
  • While nearly eight in ten kids read for fun at least weekly, one in five kids reads books for fun less than once a week.

Role and the Power of Choice

  • There are several tactics that parents use to encourage their children to read – including making sure there are interesting books at home, limiting the use of technology, and suggesting books their children might like.
  • The most critical motivator to get to get kids reading is the power of choice. Nine out of ten children say that they are more likely to finish book they choose themselves.
  • Parents don’t try to overly influence their children toward choosing award winning books or classic literature. Nine out of 10 parents say “As long as my child is reading, I just want my child to read books he/she likes."

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