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 ecommerce optimisation specialist Postcode Anywhere.

A survey of 1,000 UK consumers found 36% more women than men rated customer reviews as "very important" in their online shopping process; and 22% more men than women classified customer reviews as "not important at all," or "more unimportant than important."

While the sample interviewed is small, the research emphasises that gender habits are not flattened in the online environment - they may in fact be exacerbated. 

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.”