This is a little OT, but I just find it hilarious when people say this sort of thing. Something like 10% of people in the US have an ipad.
Then if you move into San Francisco, Silicon Valley, Seattle, New York, Los Angeles, and similar population hubs - the places that matter in the US - you can expect to see rather higher than 10% market penetration, especially if you then look primarily at affluent people (like engineers and entrepreneurs) in those areas.
Ten percent is not a small number here.
In fact, the "indispensable" technologies are so refined that people take them for granted, but their existence is much more amazing than that of the iPad. Being able to flip a handle in your own house and get life's most essential substance, ready-to-drink? Being able to get inside a metal tube and go clean across the country for a few hundred dollars? Being able to have your own vehicle that can go 80 miles per hour with refueling stations all over the country? Absolutely unbelievable.