Sales of tablet computers and e-book readers surged during the holiday season, causing the share of adults who own either device to nearly double, from 10% to 19%.

The findings are striking because they come after a period from mid-2011 into the autumn in which there was not much change in the ownership of tablets and e-book readers. However, as the holiday gift-giving season approached the marketplace for both devices dramatically shifted. In the tablet world, Amazon’s Kindle Fire and Barnes and Noble’s Nook Tablet were introduced at considerably cheaper prices than other tablets. In the e-book reader world, some versions of the Kindle and Nook and other readers fell well below $100.

This report should serve as a wake-up call for all nonprofit organizations.

If you do not have an all-inclusive mobile strategy for your organization (including both smartphones and tablets) you are about to be left behind. Laptops, and even desktops, are not going away anytime soon. But as visitor options grow, traditional websites – like the print media – are attracting an increasingly smaller piece of the pie. Providing fewer engagement opportunities will only reduce an organizations’ visibility and effectiveness.

You can read the full report for more details [on the demographics] of those who own tablet computers and e-book readers.