The internet today consists of micro-reading. You read tweets, facebook posts, memes, and everything comes in small bites.
If you face a big task such as reading a whole book, you need more attention than the multitasking attention deficit that is being trained by contemporary social media.
Reading discipline can only be trained by reading progressively longer texts and texts that are harder to understand. A university education or creative writing class may help.
I really like your answer to this. It's all about the instant gratification. and this micro-reading, quick tweet lifestyle we live in today, is not conducive for slow paced activities to really ignite those endorphins. Good insight.