Tablet and e-reader ownership doubled this holiday season. Almost 30 percent of American adults own one, and they don't just use them to play games and listen to music. They consume content—a lot of content.

Consider this: In a study by Online Publishers Association (OPA), 87 percent of U.S. tablet users said they access content and information on their devices.

That's a huge number of potential customers looking for relevant and useful content. You need to oblige them. But before we get ahead of ourselves, realize these tablet users prefer a certain type of content and have certain ways in which they like to consume it.

To tell your story in a way that appeals to tablet users, follow these five tips:

1. Produce more news content.

Two-thirds of tablet users have news apps, and 53 percent consume news on their tablet daily. Seventy-eight percent of users read more news content now than they did before they owned a tablet.

Tablets are, more than anything, a news consumption device. To adapt, you need to get in the news and send out news releases with optimized keywords.

2. Shoot more video.

Because tablets have bigger screens than smartphones, tablet users consume more video. This helps TV show, movie and even video ad consumption. It can help you, too.

Create product, tutorial and testimonial videos that grab attention and create buzz. Tablet devices were made for it, and users are practically asking for it.

3. Create more long-form content.

People use their tablets and e-readers multiple times per day, and the average daily use of an iPad is 90 minutes. Users are more apt to consume longer content—like video—from start to finish on a tablet than on any other device. Use that extra time to engage your audience with more information, better examples, and greater depth.

4. Produce more family-focused content.

Tablet use is growing among women (43 percent), and women dominate the e-reader market (61 percent). Children want to get in the mix too. Families use these devices, and your content needs to speak to that. Include fun, easy to read copy and more visuals in your content.

5. Pay attention to e-commerce.

Users who browse e-commerce websites on tablets are more likely to make purchases than other online shoppers. On tablets, people look for your content and consume it from start to finish. Once you have the customer, encourage a purchase with a strong call to action. That's the point, right?

Frank Salatto is a writer at Vocus. A version of this article originally ran on the Vocus blog.