I was very much like that as a child. My parents would put me to bed at 9 and I would watch the clock until at least 11. I wasn't allowed to read, so I'd attempt to read in the dark so they wouldn't catch me. It was hard to wake up most mornings, but putting me to bed earlier didn't get me to fall asleep any earlier (because I still wouldn't have been allowed to read!).
I never grew out of it. As an adult, I still have these issues. I sit up in bed and read before sleeping and that usually helps. I do get very anxious at night for some reason, and I don't know if that has anything to do with it. Reading helps me relax. I have to get very relaxed in order to let myself fall asleep. Trying to read on the sly did not relax me (I was more anxious for fear of getting caught).
Insomnia literature says to read in a different room, but that doesn't work for me--my ultra-relaxed state is disturbed if I have to get up for any reason, including to get off the couch and go to bed!
No one else in my family had this problem. My sister could fall asleep at the drop of a hat.
I don't know if anxiety has anything to do with it for your son, but if it does, then I know that trying to force him to fall asleep will not help at all.
If he's comfortable reading before bed, you might consider having him get in bed a few minutes earlier with a small lamp next to his bed so he can read for a little while. (the lamp is necessary if getting up to turn off the light wakes him up too much). Have him create his relaxed state and trust him, and see if it works. If he's reading too long, and can't get up in the morning, have him start a little earlier the next week.
Good luck! I'm glad you're looking into this now. My mom says that she regrets how they did my bedtime, as she has learned over time that this is just part of me and any type of punishment, threatening, etc., was not going to change it.
I am now blessed with a daughter who is a good sleeper, but we aren't done having kids yet, so we'll see...