Contextual paste target prediction is used to predict one or more target applications for a paste action, and do so based upon a context associated with the content that has previously been selected and copied. The results of the prediction may be used to present to a user one or more user controls to enable the user to activate one or more predicted application, and in some instances, additionally configure a state of a predicted application to use the selected and copied content once activated. As such, upon completing a copy action, a user may, in some instances, be provided with an ability to quickly switch to an application into which the user was intending to paste the content. This can provide a simpler user interface in a device such as phones and tablet computers with limited display size and limited input device facilities. It can result in a paste operation into a different application with fewer steps than is possible conventionally.