Tablet growth becoming crucial to marketing strategies

Businesses that have not yet shifted their marketing strategies to account for emerging mobile technology may want to consider doing so soon, as a study from marketing industry news provider eMarketer predicts that one-third of online consumers will own tablet computers by 2014.

In total, eMarketer estimates that 90 million Americans will own tablets by that point. And though tablet adoption will slow somewhat from its current rate, eMarketer does expect ownership to increase nearly three-fold from the 33.7 million US tablet owners in 2011.

As the tablet market grows, its characteristics will also shift. According to eMarketer, more women are expected to start using tablet computers within the next three years. Older age groups will also demonstrate a penchant for the technology, with nearly 50 percent of tablet owners being age 35 or above.

Globally, nearly 300 million tablets are expected to ship in 2015, according to an April 2011 report from research firm Gartner. As the market continues to thrive, businesses that cater their marketing strategies to this growing population are likely to benefit over those that wait.