Anecdotal evidence (and sitcoms) would suggest that men are reluctant to ask for directions. It seems they may also be loath to seek user opinions when shopping online.

Research from software supplier Postcode Anywhere suggests that of 1,000 U.K. consumers surveyed, 36 percent more women than men rated customer reviews as “very important” when it came to making online purchases.

Postcode Anywhere sales and marketing director had this to say in a press release:

"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.”

The poll is among several exploring the demographics, habits, and opinions of people who read online reviews. For instance, a study released in May found that negative reviews—when well written—can have positive effects for a brand. Meanwhile, a study from June said that negative reviews do hurt a company’s image.

So, if you combine these reports, the gender of a person most likely to read an online review is a woman, and, if the review is negative, chances are it will negatively influence her opinion of the brand—unless, of course, the review is well written.

Got that?