The tablet market is likely to be a successful one overall, but it's far too early to tell what the principal drivers for consumer use will be on these devices, said researcher Mike Bloxham from Ball State University.

As the director of insight and research, he surveyed consumers before the iPad was released and is now going back to consumers for further research on how they'll use it, he told me when I spoke to him at ad:tech San Francisco last week. "Each device has its own context and we don't know what ultimate use will be," he explained.

He added that his early research showed that consumers still aren't convinced they need both an iPhone and an iPad.