Many people of my acquaintance do not read fiction because "it is not real".
Most can and do read newspapers, web pages, TVguides, Tabloids, Entertainment magazines, Penthouse or Cosmopolitan magazines. (I know much of this is fiction of a type but they can see pictures and relate in this way)
They watch TV which is not for the most part real, but one can see the characters so therefore it is real.
I also know people who will read an autobiography or historical work which may seem dry as dust to me, but are completely bored by fiction.
I have also been approached by people who ask me how can you read that and they actually want to know. In at least two instances I was able to overcome the fight or flight reaction and help them find something that they thought they might want to try.
The perceived lack of 'coolness' might come from the fact that reading a book is generally a solitary activity from which others are excluded.
This is often reinforced by the readers themselves. Just try asking a stranger what they are reading
Helen