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For me, it would be, in order of priority,
1) multiple formats can be read - For me, books are like Pokemon; if they are available, I want to read it. All the better if they can all be read on just one device.
2) can download books in a local library. That's the main reason why I bought my ipad in the first place; because it could access ebooks from the library. Saved me a lot of money too, since non-fiction tend to be more expensive than fiction. And I love the non-fiction section in libraries!
3) Features - I like devices that have multiple features. Like games and Internet, when I want to take a break from reading, as well as personal planners and calendars.
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