I don't see e-readers becoming as popular in Japan as they are in the West. Most folks in Japan have their phones in front of their faces any time they are not working or in school. It was estimated in one of the Japanese newspapers that 35% of pedestrians cross the streets without looking up from their phones. On the trains, it would appear that 75% or more of the riders are reading (or doing 'something') on the phones. Virtually everyone under the age of 30 has their phone in their hand (rather than pocket or purse) at all times, walking, shopping, waiting, etc. So far, I haven't seen a single Japanese with any brand of e-reader.