Female movie-lovers aged 25 to 34 are most likely to post a customer review about a brand, according to research from ratings and reviews platform Feefo, while men and women in the 18 to 24-year-old demographic are least likely to air their opinions online.
The research, which analysed more than 446,000 reviews to identify trends about the people most likely to share their thoughts on their experiences, found that women are more likely than men to leave reviews.
It found that 58% of reviews are left by women and women also spend four seconds longer on average on their contributions (two minutes, three seconds), longer than men (one minute 59 seconds).
The study also found that 25 to 34-years-olds are the most vocal when it comes to reviews – 23% of the reviews left by people in that age category. This group is followed by the 35 to 44-year-old age group, accounting for 20% of reviews, and 45 to 44-year-olds contribute 18%.
The youngest group measured, aged 18-24, were least likely to engage, offering just 10% of reviews.
In order to identify more about the personality traits of people most likely to leave reviews, the team split reviewers into the following “personality types”:
1. Movie lovers
3. News junkies and avid readers
4. TV lovers
Movie lovers beat travel buffs and news junkies to the top spot as the most likely to air their opinions.
The research also discovered that desktop users (45%) far surpassed mobile (34%) or tablet (21%) users, suggesting that leaving reviews is still handled in a traditional way.
Andrew Mabbutt, CEO at Feefo, said: “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.
“By providing feedback, whether good or bad, businesses are able to understand what they are doing well, what needs improvement and what the market wants. The information this demographic is providing is crucial to the running of any successful business.”
Feefo is a ratings and reviews platform. It requests customer reviews on behalf of clients, providing business insight to they can better understand their customers. Founded in 2010, it has offices in the UK, US, Asia and Australia.