State-owned newsportal Xinhua published the 2016 Nationwide Reading Survey which showed that the majority of their participants prefer reading ebooks than the traditional paper books. 

The report studied the reading behaviors and preferences of more than 11,000 people from 500 cities. Ebook raders took 84 percent of the participants, a 6 percent jump year-on-year. 

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Participants who spend more than one hour reading every day was at 40 percent, up 4 percent from last year. Over 80 percent read for at least 30 minutes every day. 

The study also found out that people born in the 60s and 2000s prefer deep reading while those born in the 80s and 90s prefer shallow reading. This shows that the younger generation are quickly shifting from the usual print reading and are now leaning more to visuals. 

Male and female also showed different patterns. 32 percent of men read to develop their career and widen their knowledge, while women read for their interests. Men showed stronger preference for deep reading while women for light reading. 

As the number of ebook readers grow, the convenience of ebook readers are becoming more appreciated. The report revealed that 56 percent of the polled people think tha the digital reading is less expensive and e-reading devices are easier to carry than a normal book. A more expensive e-book is more likely to be finished by the reader than a less expensive one. 

Amazon Kindle was also chosen as the favorite e-reading device, eclipsing smartphones for the first time.  
The value of China's e-book market amounted to $20 billion in 2014.

Tagsebook, ebook in China, Amazon Kindle, Chinese prefer ebooks, Chinese prefer reading ebooks, World Book Day, 2016 Nationwide Reading Survey, Xinhua, e-commerce in China