How shoppers read online reviews differs across gender

Data Highlights

  • Electronics is the top category among both men (72%) and women (64%) to read reviews before making a purchase
  • Women are more likely than men to read reviews when buying household appliances (59%) and clothes (32%)
  • Men are more likely than women to read reviews when buying cars (56%) and insurance (26%)
  • Electronics is the top category for millennials (66%), boomers (71%), and seniors (68%) to read reviews
  • Millennials are more likely than other age groups to read reviews for sit-down restaurants (38%) and clothes (33%)
  • Boomers are more likely than other age groups to read reviews for electronics (71%) and hotels/rooms (52%)

Overall electronics is the top category among both men (72%) and women (64%) for which they read online reviews before making a purchase.

Men are slightly more likely to read reviews for electronics than women, which might largely be due to the fact that marketing for the category is heavily targeted towards men than women. This is also the case for automobile and insurance. Men are more likely than women to read reviews when buying cars (56%), renting cars (16%), and getting an insurance (26%).

In general, women are more likely to read online reviews than men with female shoppers leading men in seven out of the twelve categories surveyed.

Women read reviews when buying household appliances (59%), hotels (48%), restaurants (37%), vacation packages (31%), local services (36%), clothes (32%), and beauty products (36%). This is largely because in most households women are the main shopper responsible for the purchase decision.

How shoppers read online reviews differs across age

Electronics is the top category for millennials (66%), boomers (71%), and seniors (68%) to seek out online reviews before making a purchase. However, there are clear generational differences when it comes to other categories.

Millennials are more likely than other age groups to read reviews for sit-down restaurants (38%) and clothes (33%). Boomers are more likely than other age groups to read reviews for hotels and rental rooms (52%). Seniors are the most likely age group to read reviews for household appliances (62%) and cars (55%).

*for additional details on sources and follow up information see our full report – The State Of Online Reviews Among U.S. Shoppers