Americans love to read—so why aren’t we?

A recent poll by NPR/Ipsos found that most American adults look at reading the same way a chocolate lab looks at a tennis ball—but can’t find the time to sit and turn the pages themselves.

Of the 2,033 people surveyed:

• 82% think reading is a useful way to learn about the world.
• 76% say reading is relaxing.
• A whopping 98% of respondents with children in their household want them to “develop a love of reading.”

But…While Americans largely hold positive opinions of the hobby, the same number aren’t actually picking up a book.

Only 51% of respondents qualified as readers—defined as those who had read a book or listened to an audiobook in the past month. In comparison, ~80% watched streaming services, used social media, or watched a short-form video in the same time period.

• The most common reported reason for not reading more was simply not having enough time because of “other life activities.”

It’s not a direct competition: Respondents who classified themselves as readers were more likely than non-readers to consume other forms of media, like TV, movies, and social media. And these forms of entertainment can also motivate non-readers to visit Barnes & Noble or dig into their growing stack of Audible credits. A 2023 survey found the average US TikTok user read/listened to 60% more books after discovering BookTok.