I never read on the beach. I just can't stand beaches for that kind of thing (summer and heat, sand reflecting the heat, small sand mounds that are annoying to walk on and sand
everywhere).
But I do read in the sun. Especially when it's cold out, it's really nice to be able to stand or sit in the sun and get some warmth while reading something interesting. And since I can't read news papers (hypersensitivity issues), my ereader is just the thing.
I sometimes take a blanket with me, go for a row and stop somewhere and just sit there and read, drink a cup of coffee and enjoy myself.