New research from Pew shows that 43% of Americans over the age of 16 now own a tablet or e-reader device. This represents nearly a 33% increase in less than 12 months — a truly impressive growth rate.

It’s notable that the adoption of tablets now outpaces e-readers, a significant turnaround from just a few years ago when e-readers outnumbered tablets. This likely results from increasing availability of tablets along with the dual-purpose capability that most tablets offer. If you have the choice between a device that allows reading only versus one that permits a wider range of usage options, it’s likely you will select the more flexible hardware.

The explosion in the use of these new technologies requires communicators in all types of organizations to carefully consider how to integrate these devices in digital planning.