The first ever nationwide sample survey found that Chinese readers' favorite literary author is Lu Xun.

The China Publishing Science Research Institute used a multi-level PPS sample survey to poll more than 3,000 adults in twelve provinces on their preferences.

The survey discovered that China's book readers' favorite kinds of books are literature. Men in general tend to favor more practical books, books which open their eyes or books about their hobbies. Women like to read books about personal betterment, personal relationships and how to take tests.

Out of more than 170 authors nominated by the respondents, Lu Xun was their favorite. Lu Xun (1881-1936) was the first author to use a more colloquial language, as opposed to the traditional literary style, in his novel Kuang Ren Ri Ji (Diary of a Madman), published in 1918. He was involved in the May Fourth movement, publishing the Xin Qing Nian (New Youth) magazine opposing the imperial system.