The majority of people do not want to splash out more than a particular sum on an Apple iPad, so trading-in a mobile phone beforehand could help to finance the purchase.
Research by Strategy Analytics shows two-thirds of potential buyers of the tablet expect to pay less than $500 (£317) or €500 (£423) for it, depending on where they live.
And this is predicted to be a realistic prospect, with the arrival of rival devices from other brands set to put an end to Apple's domination of the market.
"As tablets from other major brands begin to arrive we expect price competition to heat up, and many consumers tell us they are waiting for lower-priced devices," says David Mercer, principal analyst and author of the study.
However, while prospective iPad owners are wary of the upfront cost of the device, they are more willing than others to spend cash on monthly services.
Upon its release earlier this year, more than three million iPads were sold within 80 days.
Posted by Claire Marshall