If you’ ve read any one of my pieces before, you’ lmost all know that I’ m an avid suggest for reputation management and the energy of online reviews for nearby businesses. Today, I’ m not really here to bang that particular trommel but to take a deeper consider how gender can play a role within consumers’ behaviors around online evaluations.
My company, BrightLocal, recently released its annual Local Customer Review Survey , which forms a representative sample of 1, 000 ALL OF US consumers on how they use online testimonials. We’ ve been doing this for some time now, and it always garners lots of interest and commentary, but for the 1st time we have analyzed the age and sex splits in the responses to the study questions.
If you’ re interested in the generational divides, you’ ll find them over in the main research piece, but exactly what I’ d like to share specifically with my Search Engine Land visitors today is how men and women vary in their attitude to, and encounters with, online reviews.
Before I go ahead, I’ deb just like to assert my belief that will gender exists on a spectrum, however for this study, we grouped people who identified themselves as male or female within their survey responses.
Therefore without further ado, let’ h get on to the results!
37 percent of men allow it to be their business to always check on the internet reviews
Entering this study, we had no preconceived notions about how different genders may use online reviews, but what we should discovered were some very marked variations in behaviors.
To start with, whilst a similar proportion of men and women stated they “ regularly” read testimonials for online businesses, there’ s a substantial gap between the men and women who “ always” read online reviews just for businesses.
As you can see over, 37 percent of men mentioned they always read online evaluations for businesses, but a relatively small proportion of women (15 percent) do the same, preferring instead in order to “ occasionally” read online evaluations.
This means that if your consumer base is skewed to the man side, it’ s very important to end up being investing time and effort into securing high-scoring reviews. Star rating isn’ big t the only thing to focus on, though, as our own original survey reports that a massive forty percent of consumers don’ t focus on reviews over two weeks old.
While it’ s i9000 not my place to offer opinion based on stereotypes, it is possible that the character of goods and services purchased through local businesses by men, plus their attitude towards shopping, impacts how seriously they take a business’ reputation. Conversely, our survey shows that women don’ t seem to be very as thorough in their research, some thing that’ s potentially impacted by the particular age-old “ impulse buy. ”.
44 percent of ladies have never been asked to depart an online review for a business
I appreciate how the above chart does show that almost all respondents have been asked to depart a business review, but the real surprise here is the difference between men’ ersus and women’ s experiences.
While only a quarter associated with men have never been asked, a substantial 44 percent of women haven’ big t either. Whether this is down to staff members finding men more approachable compared to women when it comes to collecting reviews is really a matter for a more detailed study, however the numbers certainly suggest something is blocking the growth of reviews remaining by women.
Another thing to note here is the difference between numbers of men and women choosing to keep a review when asked. More than half from the all the male consumers polled remaining a review when asked to, displaying their willingness to provide feedback, while a smaller (though no less significant) percentage of women respond favorably to an evaluation request.
What’ s i9000 the takeaway here? Make sure you or even your clients’ staff are, when possible, asking fairly equal numbers of women and men for reviews. If the above graph is to be believed, 37 percent of these women you’ re not requesting reviews present a large missed possibility, as that’ s the percentage who are open to leaving business testimonials.
37 percent associated with men always read businesses’ reactions to reviews
The most recent Moz Local Search Ranking Factors Survey shows that experts believe in the particular growing influence of reviews upon local pack rankings, as evaluation signals have seen a 2 percent increase in that survey , year upon year. There’ s also a great deal of speculation around whether responding to evaluations helps to boost local search rankings (as well as the obvious benefit that is included with showing your business cares).
As part of Moz’ s survey, Bill Fisher noted that, “ testimonials (along with an owner’ s response) show that consumers trust a company, and trust is a foundational aspect in ranking, ” and I firmly concur. Responding to reviews, especially recent types, shows that your business is alive, plus I’ d go as far as supposing search engines take this vitality into account whenever ranking businesses.
Believe you’ ve seen this graph before? I don’ t fault you! The results are remarkably exactly like the question, “ Do you read on the web reviews for businesses? ” on top of this article. And that’ s not really down to the same people answering in the same manner. In fact , this question was just asked to the 84 percent associated with respondents who told us they will do read online reviews for companies.
It’ s crucial that you a large majority of consumers that businesses react to their online reviews, but oddly enough, men are far more concerned with this exercise than women, with 37 % of male respondents saying these people always read review responses.
63 percent of women think that negative reviews require responses, yet more men feel responses in order to positive reviews are important
This is the first time we’ ve requested questions about responding to reviews from your Consumer Review Survey, so it has been particularly interesting to dive directly into this untapped well of customer opinion.
When it comes to the particular types of responses consumers feel companies should respond to, you might be surprised to know that 30 percent (men and females combined) say fake reviews ought to get responses. And when we cut the data by gender, we observe an interesting pattern of men considering positive reviews are more important to respond to (58 percent) than negative ones, plus women feeling that negative evaluation responses (63 percent) are more essential.
So what can you do with all this particular data? Well, first of all, I’ g say that any local business that provides very firmly to men needs to be developing a particularly strong focus on their own reputation management and review development strategies. Men not only value the particular reviews themselves but also their reactions.
If you’ lso are working with businesses for whom a lady audience is key, then I’ deb recommend ensuring your strategy requires asking for more reviews, whether that’ s by email, a sign on the point of sale or personally after the customer experience. Our study shows that there’ s an opportunity in charge of businesses to get ahead of their competition by generating reviews from their feminine customers.
Other than that, We certainly don’ t feel you need to be treating men and women differently when it comes to requesting or responding to reviews. After all, probably the most successful reputation management strategies are usually the smoothest and simplest!
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