[Quoth]

Indeed I bought my two new Kobos from Argos Irelannd and one S/H from CEX. CEX regularly have Kindles, but I've only once seen a Sony (a T1) and a Kobo (old N905C, aka Kobo Touch).

Also I'm the only person I know among people I know in Ireland, UK, Germany, Switzerland and South Africa with a Kobo, Sony, Binatone or a Nook. All the loads of people I know that read ebooks that have eink, have a Kindle. Many read on phones or tablets.

I have no idea the proportion of Smashwords customers that have Kindles or ePub based devices, though some have Kobo, Nook and iThing as we do see some sales via those outlets.
Amazon sales are about 2/3rds for us, but generally they are believed to have 90% of the world market. We've seen "Amazon market place sales" in UK (includes Ireland), Canada, Italy, France, Germany, Australia and USA regions. We have only English titles and only one known non-native English speaking reader (a German). It's plausible the Italy, France and Germany sales are to native English speakers, though I know one German speaker that's read plenty of famous German books in English (not our customer sadly).

Amazon are now a well known name / brand in most countries and have I think 13 regional marketplaces, some serve more than one country that uses the same language.