Amazon’s Kindle Fire tablet is heating up, becoming the dominant device in the Android (News - Alert) tablet space, according to data from Internet marketing research firm comScore (News - Alert). However, the disparity between mobile device screen size may cause issues for Web publishers and advertisers.

Since it launched in November, the Android tablet been rapidly adopted by consumers. Between December and February, its market share almost doubled from 29.4 percent to 54.4 percent. Aside from its rapid growth, though, this now means the Kindle Fire has over half the Android market share.

In second place was Samsung’s Galaxy Tab range, with a 15.4-percent market share, while Motorola (News - Alert) Zoom was in third with 7.0 percent. The Asus Transformer and Toshiba AT100 had 6.3- and 5.7-percent market shares, respectively.

comScore reached these conclusions based on device use as measured by the latest version of its Device Essentials service. This uses information from tagged Web page content to determine digital device usage for a variety of Internet-connected products.

The research firm also found that more content is consumed on tablets with larger screens. It determined that 10″ tablets, such as Apple’s (News - Alert) iPad, have a 39-percent higher consumption rate of browser-based content than 7″ tablets (including the Kindle Fire) and a 58-percent higher consumption rate than 5″ tablets like the Dell (News - Alert) Streak.

While there are a number of factors that may impact on consumption levels, screen size is the most immediately visible difference between models of tablets. comScore suggests Web publishers and advertisers will need to take varying screen sizes into account when optimizing their offerings through different use cases.

Previous research from comScore underlines this issue, with 55 percent of the 234 million U.S. mobile phone subscribers obtaining at least some of their media consumption through their handsets. That same study, published earlier this year, also claimed that 14 percent of U.S. cell phone subscribers also own a tablet.

With that in mind, consumers may be getting used to viewing content from the same source across a variety of devices, placing onus on advertisers and publishers to deliver a consistent brand experience.