New Survey: Only 17 Percent of Parents Believe Reading is Top Priority During
the Summer; Kids Spend Nearly Triple the Time Playing Video Games or Watching
Macy's and Reading Is Fundamental Launch Be Book Smart Campaign June 18 to
Support Children's Literacy
WASHINGTON, June 18, 2014
WASHINGTON, June 18, 2014 /PRNewswire-USNewswire/ --Despite research that
indicates the importance of summer reading in preventing children from losing
literacy skills, only 17 percent of parents say reading is a top summer
priority, according to a new surveyfrom Reading Is Fundamental (RIF) and
Macy's. The survey, conducted by Harris Poll, also finds that children spend
nearly three times as many hours weekly watching TV or playing video games as
they do reading in the summer. More than 1,000 parents with children ages 5-11
completed the survey online in April.
Results of the survey are made public as Macy's and RIF launch the 11^th
annual Be Book Smart campaign to support children's literacy. Be Book Smart
begins June 18, and invites customers nationwide to give $3 at any Macy's
register in-store, to help provide a book for a child and get $10 off a
purchase of $30 or more. Macy's will donate 100 percent of every $3 to RIF.
The campaign ends July 13.
"Many families think of reading as eating your vegetables—good for you but not
necessarily a treat. Reading is the best vacation. It takes you places you
never dreamed you would visit, and summer especially is a time when kids can
immerse themselves in the topics they like best," said Carol H. Rasco, CEO of
Reading Is Fundamental. "Thanks to our partnership with Macy's, we are
bringing more books to children who need them most and starting them on a
journey to a lifelong love of reading."
More than 60 percent of parents in the survey said they do not believe their
child loses reading skills over the summer. However, existing research shows
that summer learning loss is a major problem, particularly for low-income
children who can lose up to three months of reading skills because of limited
access to books and learning opportunities while out of school. The key to
helping children maintain and even improve their literacy skills over the
summer is providing access to quality books that they can choose based on
Full survey results are highlighted in an executive summary by Harris Poll.
Key findings include:
oOn average, parents say their child spends 17.4 hours/week watching TV or
playing video games, 16.7 hours/week playing outside and only 5.9
oParents who consider reading to be extremely or very important are twice
as likely to have a child who reads every day.
oChildren who were involved in a reading program last summer were up to two
times more likely to read every day. Yet, over half of parents said their
child did not participate in a reading program at all last summer.
oLast summer, children who read because they wanted to were twice as likely
to read than children who read because they had to.
oDespite the proliferation of e-books and digital formats, 83 percent of
parents said their child preferred print books for summer reading,
compared to 7 percent preferring tablets and 4 percent preferring
"We are committed to RIF's mission of empowering children through literacy and
inspiring them to embrace the joy of reading during the summer," said Martine
Reardon, chief marketing officer, Macy's. "Be Book Smart offers our customers
the opportunity to give back to their local community, and thanks to the
collective generosity of our customers and associates, we've given 10 million
books to kids since 2004."
The survey sheds new light on the importance of summer reading, as advocates
across the nation gear up for National Summer Learning Day, on June 20.
To celebrate the launch of the campaign, select Macy's across the country will
host Reading Circles, featuring storytelling and photos with popular book
characters. Customers can also help spread the word about the campaign by
entering the Be Book Smart Summer Instagram photo contest. One winner will be
selected each week of the campaign to receive a $500 Macy's gift card. Visit
rif.org/macys for more details.
Since 2004, Macy's has helped raise nearly $30 million for RIF. Through
customer-supported fundraising campaigns, in-store events and volunteer
activities, Macy's has donated funds and resources to further the message of
literacy for future success. Macy's longstanding support has enabled RIF to
promote literacy at all levels, from buying books for children, training
educators, and providing resources to parents.
This summer reading survey was conducted online within the United States by
Harris Poll on behalf of Reading Is Fundamental between April 7-18, 2014 among
1,014 parents of kids ages 5-11. No estimates of theoretical sampling error
can be calculated.
Reading Is Fundamental (RIF) delivers free books and literacy resources to
children and families in underserved communities in the United States. By
giving children the opportunity to own a book, RIF inspires them to become
lifelong readers and achieve their full potential. As the nation's largest
children's literacy nonprofit, RIF has placed 410 million books in the hands
of more than 39 million children since it was established in 1966. Learn more
and help RIF provide books to kids who need them most, visit RIF.org.
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and
affordable luxury to customers at approximately 800 locations in 45 states,
the District of Columbia, Puerto Rico and Guam, as well as to customers in the
U.S. and more than 100 international destinations through its leading online
store at macys.com. Via its stores, e-commerce site, mobile and social
platforms, Macy's offers distinctive assortments including the most desired
family of exclusive and fashion brands for him, her and home. Macy's is known
for such epic events as Macy's 4th of July Fireworks^® and the Macy's
Thanksgiving Day Parade^®, as well as spectacular fashion shows, culinary
events, flower shows and celebrity appearances. Macy's flagship stores --
including Herald Square in New York City, Union Square in San Francisco, State
Street in Chicago, Dadeland in Miami and South Coast Plaza in southern
California -- are known internationally and leading destinations for visitors.
Building on a more than 150-year tradition, and with the collective support of
customers and employees, Macy's helps strengthen communities by supporting
local and national charities giving more than $70 million each year to help
make a difference in the lives of our customers.
For Macy's media materials, images and contacts, please visit our online
pressroom at www.macys.com/pressroom
About Nielsen & The Harris Poll
On February 3, 2014, Nielsen acquired Harris Interactive and The Harris Poll.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement
company with leading market positions in marketing and consumer information,
television and other media measurement, online intelligence and mobile
measurement. Nielsen has a presence in approximately 100 countries, with
headquarters in New York, USA and Diemen, the Netherlands. For more
information, visit www.nielsen.com.
SOURCE Reading Is Fundamental
Contact: Olivia Doherty, Hatcher Group, for Reading Is Fundamental,
Olivia@thehatchergroup.com, 410-990-0284, 240-899-5744; or Kelley Tarzian,
Macy's Media Relations, Kelley.firstname.lastname@example.org, 415-393-3248
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