Mobile and tablets adoption is increasing steadily. According to research published by Pew Research Center in October, half of all adults in the United States have a mobile connection to the web through a smartphone or a tablet.

In fact, 22 percent of U.S. adults own a tablet, with the number doubling in just a year. It is therefore not surprising that an increasing number of organizations are including tablets in their mobile strategies to make sure that they reach their customers on their device of choice.

The American Automobile Association's mid-Atlantic chapter noticed that while the print issue of its magazine is still very popular, a number of its 2.5 million members were using tablets to access its Website. In fact, 25 percent of members read the AAA mid-Atlantic's magazine, AAA World, on a device of some sort, and half of these are accessing it on an iPad. Especially because the company's members come from different demographics and have varying interests, it was imperative to deliver content that was relevant to them, notes Ed Kiggins, creative director of the AAA mid-Atlantic chapter.