Ereader adoption has been US focused to date. But growth in Europe is now on a healthy uptick. 1.9 million Ereaders in 2010. I take the prediction for 9.6 million in 2015 with a grain of salt. Why? Ereadering has consistently outgrown any published prediction that I've seen!
I love how 'journalists' who do not read are always predicting a cap on ebooks and ereader demand. Why? Here I have one link that shows how HUGE the untapped market is.
Oh, 9.6 million by 2015 is very conservative (for Europe). I'd bet we will cross that line in 2012! :) Note: That isn't a quadrupling of ebook sales. The first buyers will be the most 'intense readers.' In 2012, ereaders will be picked up by those who 'only read' 12 to 20 a year.
Of course, if *someone* would please come out with an Android e-ink phone with a 5" or 6" screen, we could rewrite our expectations of ereader sales towards the upside. Even further if someone finally launches e-ink that can do 720 video. :)