At the 50th Annual Monterey Jazz Festival, iTunes gave out a free playlist, to be used on iTunes. It went over like a lead balloon, and it was obvious why: this was not a typical young silicon valley music event crowd. People refused the cards to the point where the distribution "girls" (young women) told people to just take handfuls. With two or three people asking "Really?!" and grabbing handfuls, onlookers kept on walking by. In the women's bathroom, people left their iTunes cards on the ledge, confident that someone would want them... just not them.
A simple solution, and one that's often used when launching breakthrough technology -- which this is for 60 year olds, by the way -- is having a kiosk or a demo running. But there was no demo, no kiosk. Just a lot of people wondering what they were supposed to do with this card thing.
For the records, the 65 year old retiree who sat near us is on the computer regularly with his 8 year old grandson, who is showing him YouTube. So it's not about lack of computer access or aversion. It's about getting trial by helping people try.