I found an article on a reading survey conducted in the PRC. There were over 19k responses from 29 provinces, municipalities, and autonomous regions, which makes this the largest survey response group I've ever seen (for digital reading, at least). From the Global Times:
"The public gets its news and information from the Internet today," Bi told the Global Times Thursday.
Some 24.6 percent of the respondents have read digital books and spend 34.09 minutes on the Internet every day; 91 percent of them said they would not buy a hardcover or paperback book after reading it online.
Publishers believe reading through electronic devices will be increasingly popular, and some have begun digital publishing to promote digital books and ereaders. Meanwhile, some traditional print media have expanded their websites to report breaking news and charge money for articles, Shanghai Youth Daily reported.