I rarely see them here in Belgium. I ride the train to work and in the past two years I think I've only seen three people with an ebook reader (all Sony).
The most Kindles I've seen at once were actually on the beach at Aruba. There were about 5 people every day that either had a K2 or DX with them while they relaxed under a palm tree.
(This was before the release of K3.)
I do know 3 people that have now purchased an ebook reader after seeing mine. Most people however, still seem to prefer paper books.