I have seen tons of ereaders, not necessarily Kindle, on the Toronto subway. I have seen two other Kindles, about 5 Sonys and tons of people reading on the Kobo app on their iPhones. I personally know of three 'regular' people (not counting Pholy from the forums) who have ebook readers---my mom, who has the Kobo I gave her, my dad who has the Kobo I gave him, and my SIL's mother who has a Sony all on her own