It's a US-based audience measurement. Based on my experience of dealing with the American public previously, there are big swathes of the country who take quite a while to catch on to new technology. Indeed the piece points out that it's probably about messaging.
How can you see the value in something which is at least a couple of hundred dollars (and in most cases much more), when you just don't understand what you'd use it for.
As one example, the US were way behind Europe when it came to adopting text messaging. For the less tech-friendly home maker type folks, they'll really only be interested in a tablet when they understand how it can benefit them personally. Showing businessmen away from their kids doing FaceTime won't appeal to a farmer's wife in the mid west, or a retired chap in Florida, but showing the device as a place to keep recipes, or for Bible study, might appeal more to that demographic.
