People trust their peers, so customer reviews have the power to make or break your business. And when it comes to reviewers, it seems that female film fans are most likely to share their thoughts about your service, according to new research conducted by Feefo, the ratings and reviews platform.
Having analysed 446,000 online reviews, the company has revealed that 58% of reviews are left by women. In fact, women spend an average of two minutes and three seconds typing up their thoughts – that’s four seconds longer than men, who devote one minute and 59 seconds of their time offering their opinions.
Of the reviews analysed, 23% were left by people aged between 25 and 34, 20% by reviewers aged between 35 and 44, and 18% by people aged between 45 and 54. Given that millennial vloggers like Zoella voicing their opinions online have pushed startups to reconsider their marketing strategies, it’s interesting that the younger age group of 18 to 24-year-olds only contributed 10% of the reviews.
The researchers didn’t stop at unveiling that women in their late 20s and early 30s are most likely to leave a review: they also discovered what personality types are most likely to offer companies their feedback. Film buffs tend to share their opinions more frequently than people who travel, news junkies or bibliophiles. And when it came to their device of choice, 45% of the reviews were left by desktop users, 34% by mobile reviewers and 21% by tablet users.
According to Andrew Mabbutt, CEO at Feefo, the research could be a gold mine for businesses that want to understand what people want: “This has certainly shed some light on who it is that responds to review requests and these are the people who will be shaping the future of these businesses,” he said.
While encouraging female film fanatics in their late 20s and early 30s to leave a review of your product could boost your brand, the ultimate way to leave your mark is by offering a fantastic product.