It's interesting to see how different the views are based on geography alone.
Whenever I'm in Scandinavia the few people who actually do "read" (/listen) seem to mostly do so using audio book subscription services (of which there are several). If they still read text versions it's mostly in pbook form. Borrowing from the library is very popular and I think few people are aware that they also offer e-books. Either that or they just don't understand how to read them (ADE is needed and Kindle doesn't support that; Kobo and Pocketbook are available, but few people have heard of them).
Having lived in some other European countries, most people I've met think that e-reader=iPad and can't fathom how someone could read books on "a screen". The cognoscenti have heard of the Kindle - but hardly anyone I've ever met has even tried one.
I sometimes show people my phone - a Hisense A9 (with an e-ink screen) - when the topic of reading comes up. It seems to break their brains a bit, but 90% of them seem fascinated and positive to the idea of reading on such a screen
