A study from Ghent University compared the reading behaviour of Brazilians, Europeans, Australians, people from the US and people from China (all between 18 and 60).
The general finding is that, more than anywhere else in the studied regions, Brazilians like to read magazines and newspapers online. More than 65% of all Brazilian respondents read electronic newspapers daily. This does not rise above 45% in any of the other regions. In Europe and the US, only 26.7% and 27.9% reads online newspapers daily. 32% of Americans never reads an online newspaper.
29.5% of Brazilians read online magazines weekly. In China this is 18.9%. Almost 50% of Americans never read online magazines.
When researchers asked what language respondents want to read in, alot of Chinese people indicated they want to read in English or even a combination of Chinese and English. Their motivation was the wish to improve their English.
Also read my blog entry on 'Globish'.
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