A recent report has flagged up the need for good data quality as people spend almost as much time reading digital information as they do reading printed text.
Conducted by Gartner Inc, the research found that 52 per cent of tablet and iPad users find it easier to consume information on a screen than reading printed text.
However, 47 per cent of laptop users find this same situation harder.
Nick Ingelbrecht, research director at Gartner, commented: "The survey results confirm that multichannel content distribution is essential for reaching consumers who are consuming near equal amounts of print and digital text.
"Content, publishing, and media organizations should market the synergies of multichannel products to consumers, stressing the benefits of having both print and online access, rather than selling competing stand-alone product."
But companies might want to double check their data quality before increasing its mass-availability on consumer screens around the world.