To enjoy reading you need to use imagination. So many people prefer to have the imagining done for them...like TV or movies. There are also those who do not have mastery of their written language and find it difficult to understand imagery...so, it takes practice. And, if at all possible, that they start reading at a young age. I loved books growing up...they were my friends because I could travel, have adventures, etc and never leave home. Reading is such a wonderful gift.