NEW YORK -- New data quantifies for the first time the impact that the Harry Potter series has had on kids' reading attitudes and behaviors.

According to the study, both kids and their parents credit the popular books with getting more kids to read for fun and with helping kids do better in school.

Just over half (51 percent) of Harry Potter readers ages 5-17 years old say they did not read books for fun before they started reading Harry Potter, but now they do, and 65 percent say they have been doing better in school since they started reading the series.

Parents see an even greater impact. The vast majority of parents (89 percent) say that reading Harry Potter has helped their child enjoy reading more, and 76 percent say that reading Harry Potter has helped their child do better in school.

The findings also show that Harry Potter books have had a significant impact on the reading attitudes and behaviors of boys.

More boys than girls have read Harry Potter (57 percent vs. 51 percent), and a greater number of boys than girls say that they did not read books for fun before Harry Potter (61 percent vs. 41 percent).

More boys than girls say that it was important for them to read Harry Potter so that they would feel "in" with their friends (63 percent vs. 44 percent).

Previously released results from The Kids and Family Reading Report, a national survey of the reading attitudes and behaviors of children ages 5-17 and their parents, found that there is a significant falloff in children's reading frequency after age eight.

Yet, according to the Harry Potter section of the survey, the average age kids say they start reading the series is age nine and they continue to read and re-read the books as they mature.

Nearly 60 percent of kids ages 9-11 years old have read the books, and 70 percent say they are interested in reading or re-reading them; 63 percent of kids ages 12-14 have read the books and 69 percent are interested in reading/re-reading them; and 57 percent of 15-17 year olds have read the books and 60 percent say they are interested in reading/re-reading them.

"While the overwhelming success of Harry Potter is undeniable, this study quantifies for the first time the impact children and parents believe the series has had on helping kids to read and learn and indicates that the right book can even lure older kids to stay engaged with reading," stated Dr. Hal Quinley from Yankelovich. "The Harry Potter series is exactly the kind of book that helps parents and kids stay connected and enjoy reading together."

The study confirms that interest in reading Harry Potter crosses generations. Half of all parents say they too are Harry Potter readers.

And what will kids do after they read the seventh and final book in the Harry Potter series?

Nearly one in five Harry Potter readers can't seem to face the end of the series, saying they don't really believe it will be over.

Half of all Harry Potter readers say they are going to look for a new series. One in three will re-read the Harry Potter books and 27 percent say they are going to look for the next book by J.K. Rowling.