Nearly two thirds (60 percent) of Brits are not willing to pay over £400 for a tablet PC, says Broadband Genie.
Research by the website revealed that four in five believe Apple's iPad, which is currently the most desired gadget in the UK, is not worth its hefty price tag.
"There's a clear message here from British consumers – while they like the idea of a tablet, they aren't willing to pay through the nose for one," said Broadband Genie editor Chris Marling.
"With eReaders, smartphones, netbooks and even laptops now available for a fraction of that price, it's a tough ask for people to see the value in a tablet costing up to £700. And with cheaper tablet models already appearing, some running on the popular Android OS, its easy to see why.
Marling believes that over time, tablet PCs will become a standard gadget in the majority of UK households.
"British consumers are a wily bunch, especially when it comes to mobile broadband devices. On the whole, they simply won't pay ludicrous prices for this kind of technology, even if it does come branded with the Apple logo."
See also: Tablets killing the demand for netbooks