Tag Archives: Week 6

Study: Women are more responsive to online reviews

I don’t know about you, but I am constantly reading product reviews for just about everything. From cosmetics to automobiles, I just can’t make a purchase without assurance of the product.

Especially since I’ve gotten older, I have become more price conscious. After all, I will soon be on my own and spending my own hard earned money. I think it’s a good plan for me to get used to being on a budget considering most entry level college graduates aren’t rolling in the dough these days.

I think this aspect of myself is a good quality, but at sometimes I may go overboard. I can research for hours, make a decision and then totally convince myself I’ve chosen wrong. It can sometimes be a never ending process.

I am so glad I found this article, because I feel it directly relates to me in a way.

Alan Pearcy, editorial assistant at Ragan Communications has some good facts about this topic.

Research from software supplier Postcode Anywhere suggests that of 1,000 U.K. consumers surveyed, 36 percent more women than men rated customer reviews as “very important” when it came to making online purchases.

Postcode Anywhere sales and marketing director had this to say in a press release:

“The poll agrees with a number of recent studies implying men prefer to read product descriptions and specifications than pore over online reviews. 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.”

The poll is among several exploring the demographics, habits, and opinions of people who read online reviews. For instance, a study released in May found that negative reviews—when well written—can have positive effects for a brand. Meanwhile, a study from June said that negative reviews do hurt a company’s image.

So, if you combine these reports, the gender of a person most likely to read an online review is a woman, and, if the review is negative, chances are it will negatively influence her opinion of the brand—unless, of course, the review is well written.

I find all of this pretty interesting. I always thought everyone would find reviews hurtful or helpful, but as it turns out some buyers aren’t all that concerned. They just may be more interested in how the product works than feeling assured about their purchase.