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Not sure what they're trying to go for here. And the iPad vs. ereader thing doesn't seem a good comparison.
Now, an interesting study of consumer behavior, IMO, would be set up along these lines:
Find a group of soon-to-purchase consumers that strongly identify themselves as readers and plan to do a substantial amount of daily reading on the device. I.e. those for whom the reading function is a major factor in the purchase decision.
Then see how many go with a primarily reading device (Kindle, Nook, Kobo, etc), how many with what I call an expanded use device (Kindle Fire, Nook Tablet, etc), and how many choose a more general multi-use device (iPad, Android tablet, etc).
Some data on initial estimated spend versus final purchase price might be nice too.
My gut says those for whom the reading is a top need for the device are choosing dedicated devices, especially at a lower budget. Those for whom reading is less important and/or who have a higher budget in mind are probably going toward tablets.
It would be nice to see data on that. I could be totally wrong.
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