[October 10, 2011] Postcode Anywhere Research Shows Different Buying Behaviours Between Men and Women Tweet Oct 10, 2011 (Close-Up Media via COMTEX) -- Women value other people's opinions more highly than men and are "significantly more likely" to respond to customer reviews when shopping online, according to new research by Postcode Anywhere. The survey of 1,000 UK consumers found 36 percent more women than men rated customer reviews as "very important" in their online shopping process. Equally, 22 percent more men than women classified customer reviews as "not important at all," or "more unimportant than important." Postcode Anywhere's sales and marketing director Phil Rothwell said, "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. "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. It would appear the same behaviour applies online, where women are significantly more likely to see the importance of customer reviews. "But why are men less keen on them? Ultimately, it would seem men are less social when it comes to shopping. The survey suggests they're less concerned with the overall experience, less likely to want interaction when buying goods, and more likely to want to buy the products straight away. "The buying process is still incredibly important across the board, but typically men are more likely to want to get in there, buy the product, and get out again - as quickly as they can." Postcode Anywhere's managing director Guy Mucklow said, "As a supplier of rapid address auto-fill, we are a long-time advocate of making things simpler online. Whatever demographics you use to classify your customer base - and even using the broadest of brushstrokes by segmenting men and women - people will always want the easiest and least painful internet shopping experience possible. Postcode Anywhere supplies software and services which improve the day-to-day operations of over 8,000 organisations worldwide. More Information: www.postcodeanywhere.co.uk ((Comments on this story may be sent to [email protected])) [ Back To TMCnet.com's Homepage ]