WASHINGTON (CBS WASHINGTON) – Ipads, laptops and television aren’t the only things keeping kids from reading — add embarrassment to that list.

A study conducted by the National Literacy Trust in the UK revealed that just 30 percent of children read every day. This is down from seven years ago, when 40 percent of youngsters said they would read during their spare time.

One-in-six youngsters claimed that the reason for their lack of interest in reading is a result of being too embarrassed to read in front of their friends. Many said they were avoiding being called names such as “geek” by their less literary peers.

However, it is not just books that are being put aside. The number of eight to 16-year-olds reading comics, magazines and online material is also falling.

The National Literacy Trust’s director Jonathan Douglas commented to schooldays.com: “We need to make reading irresistible. We want to call on families and professionals working with children and young people to make ten minutes in their day for reading.”

Researchers still believe that other activities such as watching television, playing video games and other related electronic distractions are playing their part as well.

The National Literacy Trust is an independent charity “dedicated to raising literacy levels in the UK.”

According to their website, “One person in six in the UK today has poor literacy. This means they can’t succeed at school, are locked out of the job market, can’t support their child’s learning and struggle with daily tasks such as filling in forms or reading labels on food packaging.”