Women who influence other women—“Influence-Hers”—are actually more susceptible to being influenced themselves when it comes to what they purchase. This is according to a recent study of what and who influences women by PR firm Marina Maher Communications.
Influence-Hers are 12% of the female population:
They have large online and offline social circles (more than double that of the average woman).
Influence-Hers interact with around 170 people regularly.
They tend to be more actively engaged with brands.
More than 80% of female influencers say they rely on expert and consumer reviews when making purchase decisions.
They are 90% more likely to value the input of endorsements than other women are.
Influence-Hers want quality products that are endorsed by experts rather than simply by celebrities.