Answer:
Some of my friends like to read, other's have been corrupted by the mindset that reading is horrible and boring because they were forced to do it as a kid and have not tried it since. Plus, popular reads like Twilight and The Vampire Diaries have taken over the young adult library and are notoriously unappealing, but the good books with smaller audiences don't get enough publicity.
They don't have the motivation to read, and if my friends do, many don't know where or how to look to find a good book.