• Pressures of modern living prevent parents from reading to their children
• The Welsh and Irish come out top as best storytellers, with the South of England falling behind in the creativity stakes

Parents are flocking back to their local libraries to source books for their children during the credit crunch, a new survey has found. Even though household purse strings are being tightened, it seems parents are determined to ensure their children still have access to plenty of reading material.

Almost a quarter of all parents now use a library more than they did just two years ago. The biggest rise is amongst 25 to 34 year old parents with a massive increase of 25%, suggesting younger families most likely to be affected by the financial downturn are turning to libraries to help maintain their children’s education.

The UK wide survey was conducted on behalf of Nick Jr and its Once Upon a Bedtime campaign which aims to encourage parents to share bedtime stories with their children in support of the 2008 National Year of Reading.

Leading the charge back to the libraries are parents in Southampton, with a 36% increase, Manchester, with a 32% increase and Cardiff, with a 31% increase.

Of existing library users, residents of London, Norwich and Glasgow are the most prolific visitors, with 63% of London and Norwich parents regularly choosing the library as a source for their children’s books, closely followed by Glaswegians with 60%.

The survey, which targeted over 1,000 parents, also found sharing books was a popular and cost effective alternative to buying new, with 45% of parents under 25 swapping children’s books amongst friends.

The European Capital of Culture 2008, Liverpool, is leading the way in this area, with more than 1 in 10 parents never buying books from new - instead preferring to use libraries, charity shops and school book clubs or exchanging books with friends.

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Modern living piles pressure on parenting time

Despite parents’ best efforts, time pressures on their daily routines are most likely to prevent them from settling down to read with their children before bed. With Britain having the longest working week in Europe, parents are really struggling, with a considerable 41% quoting lack of time as a factor.

As the cost of living continues to rise and both parents return to work, mothers blamed lack of time as much as fathers, with 1 in 6 young parents (aged 16 to 24) also citing the cost of books as another factor that discourages them from making efforts to read with their children.

Parents in Brighton appear to be the most pressed for time with a substantial 64% attributing time constraints as the main factor that discourages them, followed by Liverpool (49%) and then London, Birmingham and Edinburgh (all 45%).

Across the water, Belfast parents are the most dedicated to reading to their children with 70% saying nothing would stop them from sharing a story before bedtime. Nottingham came in second with 58%, followed by Sheffield (55%), Manchester (54%) and Bristol (53%) making up the top five.

Speaking in response to the research, Howard Litton, Managing Director of Nickelodeon UK says: “Even though household incomes are being squeezed and time is ever precious, this research shows parents across the UK are making sure that reading remains an important part of their children’s lives.”

“Nick Jr’s Once Upon A Bedtime month is supporting the National Year of Reading, by helping to inspire preschoolers and their parents to enjoy more bedtime tales,” adds Litton.

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Strong regional accents prevail as best storytellers

The survey also questioned parents on their reading style with children, and whether or not they transformed into ‘budding Rory Bremners’ or ‘aspiring Alistair McGowans’ by giving storybook characters individual voices. The evocative accents of the Northern Irish and Welsh came out top as the most flamboyant readers with 40% of Cardiff and Belfast respondents saying they ‘always use funny voices’ when reading to children.

They were closely followed by the artistic talents of Mancunians as 39% of parents there said they use funny voices, with Norwich coming in fourth with 31% and Nottingham and Bristol joint fifth with 29%.

Parents in the south of England appear to be the most reserved with their storytelling as Brighton, London and Southampton had the largest number of respondents saying they never put on different voices when they read to their children.

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The survey was conducted to highlight the importance of bedtime reading with young children, as part of Nick Jr’s Once Upon A Bedtime initiative. The campaign culminates next month when the channel airs special bedtime story programming every evening from Monday 3 November at 6.00 – 8.00pm, with an aim to make reading part of every child’s nightly routine.

Supported by, and featuring, celebrity parents Geri Halliwell, Duncan James, Jenny Frost, Donna Air, Gary Lucy and Jasmine Guinness, A Bedtime Story with Arnie and Barnie will feature Nick Jr’s much-loved wormy glen presenters, joined by young children, as they settle down for a bedtime story.

The celebrities will read a classic children’s tale, whilst other episodes will unveil the much-anticipated five winning stories from this year’s Once Upon A Bedtime story-writing competition. A Bedtime Story with Arnie and Barnie will air at 7.15pm in the evening on Nick Jr and 7.45pm on Nick Jr 2. For more on the Once Upon A Bedtime campaign visit www.nickjr.co.uk.