E-readers and Tablets Could Become This Decade's MP3 Players, Says BCG Survey
However, even with multiple functions, mass acceptance is not guaranteed unless prices drop significantly. In the United States, the survey found consumers are only willing to spend up to $200 for a multipurpose tablet, far below the iPad's $499 price tag.
Consumers also expressed a strong desire for freedom of choice when purchasing content, rather than being locked into a single source, such as the iTunes store. More than 80 percent of consumers interested in purchasing an e-reader or tablet said they would buy more content if multiple retailers were available.
"The survey suggests that Apple's strategy of offering a wide degree of functionality makes sense," says Dominic Field, U.S. leader of BCG's Media practice. "But the results also call into question Apple's preference for a closed system."