Women are more likely to rely on user-generated reviews and other content to make decisions regarding new purchases.

Ecommerce consulting company Postcode Anywhere suggests that women are more likely to read user-generated content, such as product or service reviews, on a company website.

Thirty-six percent more female than male respondents reported that they read and respond to reviews from other customers. Meanwhile, 22 percent more men than women said they do not consider other users’ content at all when making purchase decisions.

“Any man who’s got hopelessly lost and still refused to ask for directions will suspect women are happier to seek the advice and help of others,” Postcode Anywhere sales and marketing director Phil Rothwell said in a release. “It would appear the same behavior applies online, where women are significantly more likely to see the importance of customer reviews.”

Businesses targeting women with specific products or services can encourage engagement by providing channels for user to comment. Even negative feedback can be useful for companies, as they can use this to guide adjustments to products or services and/or publicly address lackluster feedback as a means of demonstrating concern for customer experience.

Brafton reported last month that social media marketing is an effective way for businesses to encourage consumer engagement and conversation. Additionally, Brafton found that more women than men actively use social media to monitor their favorite brands and remain in touch with friends and family.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.