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Yeah, the press release said 1.5 million e-books sold on it--or 1.5 per unit.
And it's fairly likely that the 1.5 million is including the free Winnie the Pooh downloads, so it seems pretty clear that most people aren't buying them mainly as e-reader devices.
I'd also agree with Scott that first time Apple owners are probably a small minority as well. Early adopters are always going to be more represented by people with a history of buying a company's products (except for new company's of course).
But I do think the iPad will bring new people to Apple eventually--just as the iPods and iPhone did. Though not nearly to that scale. But it will help. Most of my friends that have iPhones/iPods that's either their only Apple product, or they bought their first Apple Laptop etc. after getting the iPhone etc.
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