A recent study found that women are more inclined to read online reviews on websites than their male counterparts, highlighting the importance of social media outreach to the gender.

The report, released by ecommerce consulting firm Postcode Anywhere revealed 36 percent more females than males stated that they responded to reviews from other customers. In addition, 22 percent more men than women stated that they never looked at feedback when making the decision.

“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.”

Other reports have revealed the importance of online feedback. A study by Cone revealed that 80 percent of consumers have made purchasing decisions due to negative feedback. The number was higher than the same study just one year ago, when 68 percent of users answered the same way.   

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