Get Started
Deep Dive

How Men Engage with Q&A

Q&A has become a key resource for men shopping online. Below, we take a closer look at how frequently men engage with Q&A, why they engage with this content, and how a lack of Q&A can negatively impact trust and purchase behavior, based on survey responses from 1,605 men in the US.

How Often Men Read Q&A

Ratings and reviews and Q&A both have a role to play in the purchase journey. Most men read both.

Men Read Q&A Frequently
Always
33%
Regularly
45%
Sometimes
18%
Occasionally
3%
Never
1%
Of men read Q&A in addition to ratings and reviews.
0 %

Why Men Value Q&A

Most men read Q&A. But why? Here’s a snapshot of their top reasons.

Top Reasons Men Read Q&A
*Respondents could select all that apply.
To better understand how the product performs:
82%
To see if the product fits your own personal need:
69%
It’s more specific than a typical customer product review:
57%
It’s more authentic and “real” than standard brand-created information:
52%
Top 3 Topics Men Want to Learn About When Reading Q&A
*Respondents could select all that apply.
1. Product quality:
83%
2. Product experience:
78%
3. Overall service/experience when buying the product:
62%

How Often Men Ask and Answer Questions Through Q&A

Most men read Q&A to learn more about products and services. In addition, many submit their own questions and answer queries posed by other shoppers.

Of men have submitted questions via the Q&A section of product pages.
0 %
Expect an answer within four hours.
0 %
Have left an answer in the Q&A section of a product page.
0 %

How a Lack of Q&A Negatively Impacts Men’s Purchase Behavior

Research tells us there’s a 177.2% lift in conversion among shoppers who engage with Q&A on product pages. But when men come across products without Q&A, it can negatively impact their trust and likelihood of making a purchase.

Of men are more suspicious of the quality of a product/brand if there isn’t a Q&A section on the product page.
0 %
Are less likely to purchase a product if there’s no Q&A section on the product page.
0 %

Men’s Perceptions of Various Q&A Answer Sources

Questions submitted via Q&A may be answered by a variety of sources. Men pay attention to the source of the answer, and they trust one above all others: verified buyers.

Of men pay attention to the small print detailing who provided an answer via Q&A.
0 %
Answer Sources Most Valued by Men
*Respondents could select all that apply.
Verified buyers who already bought the product:
92%
The brand or retailer that is selling the product:
56%
Other consumers (not verified as having bought the product):
23%

This research is taken from The How Q&A Boosts Shoppers’ Confidence and Conversion Rates report, based on a survey completed by 15,870 US consumers during December 2023. 

Check out the survey hub for further insights.

Back to Hub