30 cm is about right for a device like that.
On my 5" devices I read at about 20 cm distance.
If I keep my 5" reader about 22 cm from my eyes, I see about the same screen space, as reading the Jetbook Color at ~0.5 meters away; or reading the jetbook at 30cm from my eyes (comfortable), the 5" device needs to be ~15cm away from me to see the same screen space (is uncomfortably close).
Never came up in my mind to compare reading distances...
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