Broadband provider TalkTalk has raised concerns about the lack of parents reading bedtime stories to their children.
A survey conducted by the internet service provider (ISP) indicates that just 52 per cent of parents still sent their kids off to sleep by reading.
However, 91 per cent of people without children say they would do so – suggesting many parents are failing to stick to their good intentions.
Some 80 per cent of respondents said they thought reading to young children enhances their development, while 62 per cent believe more encouragement should be given to adults to read to kids.
TalkTalk conducted the survey to support the launch of its new competition, which is geared at finding the UK's best amateur storyteller.
Backed by Bernard Cribbins, the competition offers a £2,000 prize to the winning entrant.
Last month, the ISP launched a new marketing campaign, placing broadband adverts on the sides of taxis across major UK cities.
TalkTalk placed the ads on hundreds of taxi cabs across London, Manchester, Birmingham, Glasgow and Edinburgh, aiming to highlight the benefits of its broadband deals.