The growing capability and shrinking costs of tablets will likely result in the next wave of technology cannibalization, and marketers should be prepared to offer the content these one-the-go audiences crave.

While there are currently more e-readers in use than tablets, a report from Verso Advertising demonstrates that the devices may quickly become obsolete. Marketers might take this as a cue that tablet owners will grow in number, and news content marketing appeals to this audience’s informational interests.

More than 51 percent of respondents said they are not likely to purchase an e-reader in the future, which represents an 11.6 percent increase from 2009.

According to Verso, tablets have become a more popular option for those looking for e-books, because the devices also provide access to the web and prices are dropping. Additionally, tablets’ mobile networks and internet connections are stronger, which makes the devices more reliable for consumers as tool for personal and professional use.

The research found that e-reader ownership grew 162.1 percent in 2011 after increasing 95.1 percent in 2010. However, anticipated growth of the market for in the next three years is decreasingly. Just 37.2 percent consumers expect to purchase an e-reader this year, and the number falls to 11.7 percent in 2013, according to the report.

As more consumers opt to purchase tablets, web marketing efforts can leverage the trend by altering content to the behavior of tablet users.

Brafton recently reported that news content marketing campaigns are especially effective for reaching tablet users, with more than half saying they access news content every day from their device. Additionally, nearly 80 percent of tablet users report that they read more news articles after purchashing their tablets than they did before the investment.

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.