Although the benefits of extensive reading in L2 English are well documented, many university students still elect to do little or even no reading. This may be the case even at institutions where English is emphasized or where ER comprises a substantial part of a course grade. Students at one large university program in Japan took part in a survey aiming to better understand the behaviors and attitudes of students toward ER. Out of 248 students, roughly 35% of students identified as reluctant (achieving only about half or less of ER word count assignments). Overall attitudes toward the ER program were surveyed, and the answers of reluctant and compliant readers were compared in areas such as time management, future-self image, cost-benefit attitudes, reading and system experience, etc. The results can help better address the concerns of reluctant readers and help future cohorts achieve better results.