Guardian on social aspects of book purchase motivation:

Social competitiveness about which titles we read has become one of the new mass forces of the era and only middle-aged people are relatively free of it.

Driven partly by pressure from incessant literary prize shortlists, more than one in three consumers in London and the south-east admit having bought a book "solely to look intelligent", the YouGov survey says.

The biggest group, more than two in every five people, follows the traditional method of choosing their reading; relying on recommendations from close family and friends.