The kids, who one would assume spend their days watching marketing content from major brands on YouTube, are actually doing a surprising amount of reading thanks to all the screens pointing at their face demanding their attention. Stats suggest that childhood reading is actually on the up.
The numbers come from the National Literacy Trust, which claims reading levels among kids have reached a nine-year high. The Trust asked 32,000 youngsters between 8 and 18 their opinions on reading, with the key data being that: "Between 2013 and 2014 there was a 28.6% increase in the number of children and young people who read daily outside class, rising from 32.2% in 2013 to 41.1% in 2014."
There are a few caveats to the data, though. The stats include texting, instant messaging and reading messages on social media sites, so reading "Click here to buy Dollarz" in whatever piece of infantilised rubbish is currently #1 in the free games chart on iTunes may actually count as their reading quota for the day.
The stats also show that the gender gap is widening. Girls are more likely to be keen readers than boys of any age, with 46.5 per cent of girls reading outside of the enforced school world, but just 35.8 per cent of boys. [National Literacy Trust]