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This communique from Cerlalc (Centro Regional para el Fomento del Libro en América Latina y el Caribe) made for interesting reading, as it were, because it provides a lot of background on the popularity of book reading in Latin America. Here's just one chart from the survey:
click to enlarge chart or for sharper focus
We see that a large majority of the populations of Mexico and Peru don't read books, whereas just 20% of the population of Chile are non-book readers. Lots more info on that above link too, especially if you can read Spanish.