Only 1.2 percent of the Chinese people surveyed say they read a lot and 50.7 percent say they read a little according to the newly published National Reading Survey conducted in 2011.

Among the respondents, 21.2 percent say they are satisfied with their reading volume, another 20.9 percent are not satisfied and the remaining 57.9 percent have moderate feelings towards their reading volume, according to the survey published by the Chinese Academy of Press and Publication on April 19.

As to reading platforms, 38.6 percent read on digital instruments including computers, mobile phones, E-book appliances, and discs, which is a 17.7 percent increase compared to 2010. Among them, 41.8 percent accept paying for downloaded materials. Respondents approve of a digital book costing 3.5 yuan ($0.55) on average.

29.9 percent of Chinese read online and 27.6 percent read on mobile phones in 2011, both witnessing an increase compared to 2010.

Digital reading climbing

The survey shows that the book reading rate in 2011 was 53.9 percent, 1.6 percentage more than 2010. Newspaper reading rate was 63 percent and that of magazines was 41.3 percent, down by 3.7 and 5.6 percentage points compared to 2010.

Traditional reading plays an important role among Chinese people, says Hao Zhensheng, director of the Chinese Academy of Press and Publication.

There are many rural, middle-aged and senior people in China who are attached to traditional books, he added.

As to the falling reading rate of newspapers and magazines, member researcher of the survey Xu Shengguo says that it does not suggest that newspapers and magazines are declining but that they are being surpassed by digital media.

Also, newspapers and magazines which provide short and fast information overlap with digital media. The transformation of carriers provides opportunities for traditional media, for example, many magazines have started to provide apps for iPads, added Xu.

The National Reading Index (2007-2011). In order from top to bottom: books reading rate, magazines reading rate, newspaper reading rate, books read per capita, digital media reading rate, and comprehensive reading rate. (Source: chinapublish.com.cn)