I read to both my kids- they are 4 and 5. My 4 year old LOVES anything to do with books, while my 5 year old loses interest quickly. Oddly, the 4 year old is the boy and the 5 year old is the girl! I know that he sees me reading all of the time, and he is definitely a Mama's boy, so it is in part imitation (referring to the psychological conversation in the beginning of the thread). But at the same time I think he also sees why he likes to do it himself, so in turn, he is finding his own pleasure from reading.
My mom absolutely never read to us, or was caught reading a book. I was surprised the other day when I saw her pick up a random book and try to read (didn't last long). I have 6 brothers and out of the 7 of us, I am the only one who reads and the only girl. I started reading to escape reality which I did with video games in high school and my brothers have continued to do.
I think parents have some sort of influence on their children and whether or not they will love to read or not, but not entirely. I would say encourage them to read, but don't ever force it- more often than not, people don't read because being assigned books in school ruined it for them. Taking away the choice and forcing them to do it. No one likes to be told to do anything. (Except I loved getting assigned books, since those are some of my favorites and I had already read them! haha)