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Well, this is supposed to be a study about how much people read on average per contry, not how much upper class city based literate people read per week ^^
Also, from a statistical point of view, 30000 people world wide is pretty low to get accurate per country results. That's a 1000 per country (if they took the same sample size for each country). Besides, they don't qualify reading: if I read a news paper or a catalogue, is that reading? Is reading Shakespear's works online reading or computer time? Computer time excludes work, what about reading?
I don't know if the study was seriously done (since I don't have the full report) but the article definitely isn't...
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