I always read a lot, when I'm on vacation - on the beach or at the swimming pool. I rarely read in the direct sun as I usually seek some kind of shade (don't want to get burned).
But I still am very glad for my e-ink reader (Kindle now and Cybook before) because reading on my LCD PDA was always a pain in the arse because of the bright environment even in the shade.
When its not so hot (as in e.g. spring or autumn - my favorite time of year) I like to sit in the sun and read, whenever I can.
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