New survey results suggest Americans want to read:

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

Reading is “certainly aspirational,” said Mallory Newall, vice president of Public Polling at Ipsos. “We certainly want to be a reading nation.” And yet 51% of people read a book in the past month, according to the poll. In comparison, about 80% of people watched streaming services, used social media or watched a short-form video.

Interestingly, respondents who classify themselves as readers are also more likely than non-readers to consume other forms of media. So it’s not necessarily a direct competition between, say, reading and scrolling on your phone. When asked about the “reasons you don’t read more,” “other life activities” was the most common answer, which could mean anything from doing chores to sleeping to hanging out with friends…

But for many Americans it’s not going to take precedence. When asked what they’d do with one extra hour of leisure time, the top of the list is spending time with family. Below that is a tied race between watching TV, reading and exercising.

This can happen in many areas of life: we might have a high regard for something but day to day life does not reflect these ideals. Think New Year’s resolutions: stated goals but maybe short on follow through.

So if someone wanted to promote more reading among adults in the United States, where would they start? One could appeal to people’s aspirations – but they already think highly of reading and do not necessarily read a lot. Is it about making it easier to read (more affordable, more accessible, more compelling texts, etc.)? Or helping people meet their other interests – spending time with family, as noted above – so they can then read? Or making reading cool?