I think that given the concordance between the "never" and "occasionally" results (almost all those who have made choices based on award at some point have done so occasionally), "rarely" would not be significantly different.

But now I'm confused about what your position is again.

Four out of five people have on more than one occasion read a book because of an award, and one out of five people read books because of awards on a regular basis. That's about what I'd expect within a group of people who read a lot.