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BizReport : Ecommerce archives : October 26, 2011

Survey: Men shun online reviews for hard facts

Women are much more likely to read and take note of online reviews whereas men prefer the hard facts to the opinions of others, according to new research by ecommerce consultancy Postcode Anywhere.

by Helen Leggatt

logo-postcodeanywhere.gifJust as most men are reluctant to stop and ask a stranger for directions when lost, they also don't give a fig about what others say about products online. Women, on the other hand, are happy to consider the opinions of others, particularly when it comes to online reviews.

Postcode Anywhere's survey of 1,000 consumers in the UK revealed that 36% more women than men rated online reviews as a "very important" part of their online shopping experience.

At the same time the proportion of men who considered online reviews as either "more unimportant than important" or "not important at all" exceeded women by 22%.

"The poll agrees with a number of recent studies implying men prefer to read product descriptions and specifications than pore over online reviews," said Postcode Anywhere's sales and marketing director Phil Rothwell. "It has also been suggested that men respond less well to interaction in the buying process and are less concerned about the overall experience than women."

Over at MoneyTalksNews, Brandon Ballenger thinks he knows why men don't bother with online reviews. "Maybe because when it comes to money (and directions), men tend to assume they know what they're doing even when they don't," he says, and goes on to provide five tips on how to easily sort the useful reviews from the lame.

Tags: gender, online reviews, PostCode Anywhere, product description

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