A report from Adobe Systems found that marketers should make adjustments for the growing tablet market as device adoption and time spent with the handsets increases.

A report from Adobe Systems found that mobile web traffic generated by tablets is set to surpass traffic from smartphones by early 2013 based on current growth rates. Moreover, the study suggests tablets may soon become preferred computing devices for consumers as the web experience they provide is similarly engaging and easy.

For marketers, increased tablet ownership places emphasis on engaging news content. Brafton has frequently detailed the increase in news access that often comes when consumers purchase tablets. Furthermore, enterprise adoption is increasing as well, which means news content marketing campaigns aimed at B2B buyers can help marketers drive traffic.

Adobe pointed to a series of statistics in its report, which further support its notion that marketers must be aware of tablets’ role in web browsing. Traffic from iPads and other devices has grown 10 times faster than website visits from smartphones. The devices’ share of website traffic is expected to reach 10 percent of all traffic in 2014.

Tablet web access and smartphone browsing are both critical moving forward, but they lend themselves to different behaviors on the web. Tablet users are more likely to treat their experience as PC owners would, while smartphone visits are typically for quick bits of information. Brafton has reported that news consumption on tablets is especially high, which may influence brands’ content marketing campaigns if they hope to reach this rising audience.

Despite the growth of tablets for web browsing, desktop and laptop computers are currently used three times as often as tablets to access the web.

Brafton recently highlighted a report from Yahoo that found the tablet is becoming more popular as an in-home computing device, saying there will be more than 424 million active handsets by 2017.

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.