I cannot count what I have read. Growing up (6-12) I had no access to digital tech, apart from a BBC micro, no television, no comics, no games other than chess. The only available recreational activities were reading or spending time outdoors.
I did both in droves, often simultaneously, and it was bad enough that I'd often be caught reading a book under my desk in class. Mind, the school library only comprised "literature" - no kids books, Harry Potter was a gleam in jk's eye, it was Tolstoy, Homer, Proust, Euripides, Dickens, whatever a nine year old is supposed to read.
Come to think of it, reading in class was only punishable by the book being confiscated until the end of class. I remember in my miserable year of middle school in the U.S. being caught reading, and they not only confiscated the book but suspended me. It was a serious infraction in their eyes, as you were only allowed to read pre-approved books on school grounds.
Perhaps people don't read because educational systems for the most part actively discourage it. Initiatives which focus on getting kids to read more tend to be about appearances and metrics, not kids reading. They also tend to turn reading into this exotic, "other", task/chore in the minds of most due to shit like "you must read 500 words tonight" - I remember in 7th grade kids bursting into tears in response to that sort of thing, so well had their aversion therapy taken root.
Me, I'd ban kids from all except the most primitive digital technology until their teens, as well as all other sources of manufactured "fun". Reading is fun, but we have forgotten this. Now it has to be loud and sparkling and expensive, or it's just not fun for our crack-addled minds.