Generally, the average person decides to get something a) partially from seeing it in advertisements, and b) partially from seeing a friend using one, but largely, a product only becomes mainstream when it is seen on TV shows.
For example, cellphones became ubiquitous in the world shortly after they became ubiquitous on TV shows. Laptops were popular in fictional TV shows shortly before taking over the PC world, and we saw laptop makers putting their logo in giant letters on their products in the OJ courtroom.
Despite Amazon selling more e-books than paperbooks, and bookstores scrambling to market their own e-book readers, nevertheless I saw tablets used in TV shows only weeks after the iPad release, but I have still never seen an e-book reader in any TV program.
Obviously, I don't expect 45 minutes of watching someone read an e-book.
But why do we never see Sarah interrupt nerdy gadget-freak Chuck reading his Kindle, or see trendy author Castle showing his latest Nicki Heat book on a Nook ?