Tablet users more likely to buy online

This holiday season, many online retailers will be shifting their focus to tablets. Research shows that while the devices account for a slim portion of ecommerce spending, tablet owners are more likely to make purchases than those using traditional PCs or smartphones.

According to a study from Forrester Research, conversion rates -- the number of orders divided by total visits to a company's website -- stand between 4 percent and 5 percent for tablet owners. Comparatively, traditional PC conversion rates hover around 3 percent.

The Wall Street Journal, reporting on the Forrester study, notes that tablet owners are more inclined to make big purchases. Some of these purchases are up to 20 percent more expensive than those made by the average online shopper.

Several factors play into the tablet's role in the ecommerce world. For one, tablet owners tend to be wealthier, according to Forrester. Additionally, the device's larger screen and portability make it a convenient tool for online shoppers.

According to a separate study from the World Retail Congress, ecommerce will account for nearly a quarter of retail sales worldwide by 2015. Businesses that cater to tablets early may find they're afforded a leg up on the competition.