Published Date : December 16th, 2018 Posted by : Bhaskar Garibidi
If you’ve read any of my reviews before, you’ll come to know that I’m an avid local guide who loves to travel and reviews places to help others. Today, I’m not here to prove but to guide you to look into how gender can be an important thing to study customer’s behaviors in online reviews.
A company based in the UK, named BrightLocal, recently published its annual Local Customer Review Survey, which lists a representative sample of 1,000 US customers on how they do online reviews. They’ve been taking this survey for a few years now, and it always earns a lot of attention and criticism, but for the first time they have examined the age and gender divides in the replies to the survey questions.
Today I’d like to share exclusively with my Blog readers today is how men and women differ in their experiences, and attitude with, online reviews.
Before I proceed, I’d just like to say my view that gender exists on a spectrum, but for this research, we classified those who recognized themselves as male or female in their survey responses.
So without farther ado, let’s go on to the results!
Moving into this research, They had no preconceived assumptions about how different genders might use online reviews, but what they found were some very impressed variations in behaviors.
To begin with, while a related proportion of men and women said they “regularly” read reviews for online businesses, there’s a huge gap among the men and women who “always” read online reviews for businesses.
As you can see above, 37 percent of men said they regularly read online reviews for businesses, but a relatively little proportion of women (15 percent) do the same, favoring instead to “occasionally” read online reviews.
This means that if your consumer base is skewed to the male side, it’s very important to be spending time and effort into acquiring high-scoring reviews. Star rating isn’t the only thing to focus on, though, as our original survey reports that a huge 40 percent of customers don’t pay attention to reviews over two weeks old.
While it’s not my profession to allow opinion based on averages, it is likely that the nature of goods and services bought from local businesses by men, and their view towards shopping, influences how seriously they take a business’ reliability. Conversely, their survey suggests that women don’t seem to be positive as precise in their research, something that’s possibly affected by the age-old “flash buy.”.
I understand that the above graph does show that the majority of respondents have been requested to leave a business review, but the real shocker here is the difference between men’s and women’s experiences.
While only a fraction of men has nevermore been asked, an important 44 percent of women haven’t either. Whether this is down to help to find men more friendly than women when it comes to getting reviews is a matter for a more precise study, but the numbers surely suggest something is preventing the growth of reviews left by women.
The additional thing to see here is the difference between the numbers of men and women willing to leave a review when asked. More than half of the all the male customers surveyed left a review when asked to, showing their enthusiasm to provide feedback, whereas a smaller (though no less important) proportion of women respond positively to a review request.
What’s the takeaway here? Make sure you or your customers’ agents are, if possible, asking somewhat equal numbers of men and women for reviews. If the above chart is to be considered, 37 percent of those women you’re not asking for reviews present a large missed opportunity, as that’s the proportion who are liable to leaving business reviews.
The newest Moz Local Search Ranking Factors Survey reveals that authorities think in the increasing impact of reviews on local pack rankings, as review signs have noticed a 2 percent hike in that survey, year on year. There’s also a lot of thought about whether acknowledging reviews helps to increase local search rankings (as well as the clear benefit that comes with dispensing your business concerns).
As a member of Moz’s survey, Ben Fisher wrote that “reviews (along with an owner’s response) show that consumers trust a business, and trust is a foundational factor in ranking,” and I firmly agree. Replying to reviews, particularly recent ones, shows that your business is active, and I’d go as far as considering search engines take this intensity into account when ranking businesses.
Consider you’ve observed this chart already? I don’t blame you! The results are exceptionally related to the topic, “Do you read online reviews for businesses?” at the top of this post. And that’s not down to the same people replying in the same way. In reality, this question was only asked to the 84 percent of respondents who told us they do read online reviews for businesses.
It’s important to a large majority of customers that businesses acknowledge to their online reviews, but interestingly, men are far more concerned with this system than women, with 37 percent of male respondents saying they always read review responses.
So what will you get from this data? Well before, I’d say that any local business that provides very strongly to men should be acquiring a specially strong focus on their status management and review growth strategies. Men not only value the reviews themselves but also their responses.
If you’re going with businesses for whom a female following is key, then I’d advise assuring your policy involves requesting for more reviews, whether that’s by email, a sign at the time of sale or in person after the customer activity. Our study shows that there’s an opportunity here for businesses to get ahead of their rivals by generating reviews from their female customers.
Other than that, I surely don’t feel you should be handling men and women separately when it comes to requesting for or answering to reviews. After all, the most successful reputation management approaches are often the smoothest and easiest!