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The people that I know who have tablets and read, all have readers. I dont know anyone that really reads more than the odd pdf on a tablet. The emerging markets are huge for readers, and no one is really targetting them. If the books are priced low enough, they'd be massive. SA has only just got Kobo, no official support for Kindle. Given that, I've never seen someone reading a book on a tablet (and there are loads of those), tho I've seen countless people reading on imported readers. The closest I see is newspaper readers on larger tablets.
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