Research: Tablets account for 20 percent of digital content consumption

Web browsing behavior is changing alongside consumer purchasing trends, each of which is favoring tablet computers.

A recent study conducted by technology market analysis firm Strategy Analytics found that 20 percent of digital media consumption is now undertaken on tablets. The research also showed that the average user spends one and a half hours per day using a tablet for web browsing, content applications and communication.

Much of this shift in consumer web behavior is due to the advent of mobile applications, according to Martin Bradley, associate director in the firm's Global Wireless Practice and author of the report.

“For both existing tablet owners and potential buyers, Strategy Analytics analysis reveals that tablets are most used for web browsing," Bradley said. "Another 40 percent of tablet use can be attributed to media and app store applications. Existing tablet owners enjoy exploring app store offerings, whereas future tablet buyers express interest in accessing readily available media store content.”

This dynamic will drive the rapid growth in tablet demand in the next few years, as market research firm In-Stat predicts tablet shipments will reach 172.4 million by 2014.