ComScore reported that tablet users are avid consumers of news, which can inform content marketing strategies.

A report from comScore suggests optimizing sites for mobile has become a competitive necessity for companies using industry news content marketing. The study highlights the continued trend of Americans accessing news and other information on tablets.

According to comScore, 37.1 percent of tablet users accessed newspapers on their devices between June and August 2012. Similarly, almost 40 percent read magazines and other publications during the same time period.

For marketers targeting adults aged 25 to 34, news content fully available on the mobile web is increasingly important. This age group accounted for the largest proportion of readership with 27.4 percent of respondents saying they access news content on tablets.

“Tablets are fundamentally redefining how people consume news and information, with the format more conducive to a reading longer form content than PCs or smartphone,” Mark Donovan, senior vice president of mobile for comScore, said in a release.

“Publishers that understand how these devices are shifting consumption dynamics will be best positioned to leverage this platform to not only drive incremental engagement among current subscribers but also attract new readers.”

Earlier this year, Brafton detailed a growing trend of cross-screen media access, as users frequently use smartphones and tablets to find information while watching television. Relevant news content focused on topics generating buzz on the web helps sites generate timely traffic. Find a thread that relates a developing story to an industry keeps content fresh and presents a different perspective on topics users want to learn about.

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.