PR firm Marina Maher Communications (MMC) has just released the results of an study of theirs, which reveals that the most influential women (dubbed Influence-Hers) are themselves the group most susceptible to media influence, especially when it comes to celebrity and expert endorsements.
Only 12% of women fall into this category; they are the women most other women turn to for advice on clothing, brands, holidays and much more. They have a much greater social influence than the other 88% of women- with the study revealing they:
- have a much larger social network (online and offline)- they interact with about 170 people on a regular basis whereas the average woman interacts with about 70.
- are 38% more likely to like a brand on Facebook
- are 105% more likely to post positive brand experiences, and 125% more likely to post a negative brand experience.
So while these women have a larger net of people they interact with, influence and write opinions on, they in turn are more likely to be swayed by advertising and media, passing these on to the women they influence.
- 83% will rely on expert reviews
- 84% will rely on consumer reviews
- they will value the input of endorsers up to 90% more than other women (depending on the category of advertising)
- 91% more likely to buy something for the home after seeing it on a morning tv show
- 76% more likely to read a book endorsed by Oprah
Valuable information no doubt- if you can get to these women, it is likely they will pack an impressive punch.
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