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Media choices changing in China
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广告招租，e-mail:yesize@hotmail.com ONLY about 51.7 per cent of Chinese people read books or magazines in 2003, 8.7 per cent lower than in 1998, a newly released survey showed. The bi-annual survey (started in 1998) aims to discover the reading habits and cultural consumption characteristics of Chinese. According to the survey, the number of book readers in China has continued to decrease over the past five years. In 2003, only about 69.6 per cent of township residents said they had read books that year. The figure for rural residents was 45.3 per cent. Among those who didn’t read books, about 50.6 per cent said it was because they didn’t have time. The percentage of those who had reading difficulties because of their low educational level decreased from the last survey. Experts said that a tight work schedule was the main reason causing the decrease in reading. The second main reason was the emergence of the Internet. The survey found that although the overall proportion of Chinese people reading online was still small compared with Western countries, the growth rate was surprising. In 1998, only 3.7 per cent of people read online. In 2003, the figure leaped to 18.3 per cent. According to the survey, TV, newspapers, books and magazines remain the most popular media in people’s lives. VCDs/DVDs climbed from sixth place in 2000 to fourth place overall. The increase was caused mainly by their popularity among rural residents. Among this group, contact with VCDs/DVDs surpassed books and magazines to take third place after TV and newspapers. While TV has grown in popularity among Chinese, newspapers and radio have declined. More people are turning to the Internet as a news source. The survey showed that the proportion of people getting their news through the Internet increased by 4.6 per cent from 1998. (Star News)
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