A report from Frost & Sullivan found that the iPad's growth signals a changing paradigm in web content consumption that marketers must note.

Market research firm Frost & Sullivan recently reported that the growth of the iPad and its dominance should key marketers into the changing face of web access. In light of the recent frenzy for information over the launch of the iPad 3, the study’s findings confirm that internet marketers must prepare for consumers to be constantly connected to the web via portable devices.

Apple launched its most recent iPad update this week, and it will likely result in more sales for the new device and previous iterations. Moreover, the technology is cutting into sales of other computers as consumers and businesses look to deploy the high-powered mobile devices.

For marketers, the impending growth of the tablet-smartphone combination as the preferred internet access point means that websites must adjust accordingly. HTML 5 websites will be ready for mobile access, and businesses should also arm their sites with frequent content updates (which also correlate with web conversions) to appeal to non-stop mobile search activity.

As the iPad – which Brafton recently reported is more than 60 percent of the total market – continues its dominance, other companies will look to create similarly effective tablets. This will further drive tablet growth, which will change the way consumers interact with the web. Adjusting content marketing campaigns to help these users is critical for businesses hoping to remain relevant moving forward.

Brafton recently reported that among the tablet’s greatest effects on web content consumption is the premium placed on news content, as 78 percent of tablet owners said they read mores news than they did prior to purchasing the device. Furthermore, a separate Brafton piece found that Google believes that spending by consumers and businesses driven by research on mobile devices will reach unprecedented levels in 2012.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.