Maybe it's a local/family culture thing?
It's been long known that kids who are read to and grow up with books in the home tend to read more...no duh.
I recently had a conversation with a colleague I admire immensely.
She has a degree and all but said that, until quite recently she had never considered reading anything for pleasure. The change for her came when she spent a lot of time with another colleague who reads avidly. It occurred to her that this was something one could do, and she does it a lot now.
She was brought up in a large, poor family in a regional town that is centered around a particular industry and where there is little culture of reading. There was no money for books, except school books, and no example of reading for its own sake.
She said it never occurred to her to read for pleasure.
I find this a bit odd in someone who has what amounts to an arts degree, but her degree was one aimed solely at preparing her for her work, so I guess the reading was still utilitarian in nature.
I don't know.....I know others from similar families and who grew up in similar towns who read avidly as soon as they could do so....but they seemed to have found like minded friends.