I'm Mexican and live in Mexico City. Although there are people in Mexico who like to read books, I'd say they represent less than 5% of the population.
When I'm invited to somebody's home, one of the first things I tend to look at is the books they have. Often there doesn't seem to be any books there, and when I ask them about it they do confirm that nobody in that house owns any books. It turns out that the only books they have ever had were their school textbooks and they usually quite puzzled about why I think anybody might be interested in owning any books.
Here is an exercise you can try next time you are in a US city on a weekend. Take the Sunday real estate ads, and visit as many houses as you can conveniently fit into the afternoon--1 to 4 pm is the usual open time. See what you see in the way of books. I don't think that you will find that things are radically different here. I've seen houses with very interesting bookshelves; I've seen plenty with pretty scan holdings.
When I'm invited to somebody's home, one of the first things I tend to look at is the books they have. Often there doesn't seem to be any books there, and when I ask them about it they do confirm that nobody in that house owns any books. It turns out that the only books they have ever had were their school textbooks and they usually quite puzzled about why I think anybody might be interested in owning any books.