Joe Meloni

A report from eMarketer suggests that tablet use in the U.S. is likely to continue growth at a rapid rate, with adoption set to double in 2012 compared to 2011. According to the study, younger generations are active in the market but those over the age of 65 are using the devices more often as well.

IPad use is on pace to grow by 53.2 percent in 2012. Moreover, the iPad currently accounts for 83 percent of all tablet users, 12 percent of American web users and 16 percent of the total population at the end of 2011. By 2015, the iPad’s domination of the market will wane slightly, as more capable devices are released by different companies running various operating systems. EMarketer predicts the iPad’s market share will reach 68 percent by 2015.

For marketers, the greater role of the tablet in the web habits of consumers – for personal and professional use – signifies a shift to more content consumption. Developing websites that are fully accessible to these users is a competitive necessity, as is adjusting elements of different campaigns to ensure compatibility with all popular mobile devices.

Content marketing is an especially strong method for attracting tablet users, with more than half saying their consumption has increased substantially since they purchased a device. Similarly, mobile SEO is likely to become a more competitive space, pushing Google to release its position on mobile search optimization for the first time.

Brafton reported that Google’s Pierre Far said marketers and their web teams should focus on developing a website that is entirely responsive on both mobile and desktop devices. This will help companies ensure that they are working toward boosting a single website’s search ranking, rather than having to divide their efforts across two different URLs.

With both tablets and smartphones becoming preferred buys for those looking for a mobile phone or computing option, creating website content that reaches these users is critical for success. Brafton recently reported that comScore pegged smartphone use at more than 50 percent of the total mobile phone market. Moreover, these users are using the web and social networks more often from their handsets. A comprehensive web campaign that features social media marketing can be especially valuable when trying to reach mobile consumers.