My ten-year-old daughter has a tablet (cheap Coby Kyros), and guess what she was doing today? And yesterday for that matter? Reading. She has Aldiko on it and she reads ebooks (or paper or whatever she can get her hands on). The color scheme she uses is a bit weird for my eyes (dark blue text on a dull red background) but it works for her.
It all comes back to basics - the best way to get kids to read is to love reading. So I guess it's back to converting the parents again...