Below, The Motherhood has compiled a list of powerful influencer marketing stats to help share context around the benefits of including influencers in brand marketing strategy. The list provides data on everything from the power of moms and women online to baseline industry performance metrics. Stats are updated regularly, so be sure to bookmark this post to reference later!

The Power of Moms & Women Online

  • 25.1 million females in the U.S. are between the ages of 18 and 49 and have one or more child under the age of 12, and almost three-quarters of them are in the workforce. (Nielsen)
  • Mothers are worth more than $2 trillion to U.S. brands. (Marketing to Moms Coalition)
  • Mothers account for up to 80% of household purchase decisions. (Forbes)
  • 44% of women online are influenced by trusted bloggers. (Net Imperative)

The effectiveness of Influencer Marketing

  • Influencer marketing is the fastest growing channel for customer acquisition, with businesses making on average $6.50 for every $1 spent on influencer marketing. (Net Imperative)
  • Influencer marketing campaigns can capture up to 16 times the engagement of owned or paid media. (SocialChorus)
  • In 2016, 86% of marketers used influencer marketing, and 94% found it effective. (Net Imperative)
  • 53% of women made purchases due to influencer posts, as reported in this survey. (Bloglovin)
  • Word of mouth is 50x more likely to trigger a purchase than an ad. (Net Imperative)

path to purchase: Blogs

  • Blogs are 63% more likely to influence purchase decisions than magazines. (Optimind Technology)
  • 84% of consumers make purchases after reading about a product or service on a blog. (Research Now)
  • 80% of blog readers are more likely to purchase from a brand that they’ve read about in a blog post. (The Motherhood Research)
  • 86% of readers talk to others offline about topics they’ve seen in blogs and on social media. (The Motherhood Research)

path to purchase: Social Media

  • 74% of consumers rely on social media to inform their purchasing decisions. (Net Imperative)
  • 81% of women say they frequently buy items they’ve seen on social media, and 72% say the ability to check social recommendations takes the guesswork out of buying a new product. (MediaPost)
  • 88% of consumers have purchased a product they pinned on Pinterest, and 49% have purchased 5 or more products they’ve pinned. (
  • 62% of modern moms say Instagram is a place to learn about products and services. (Facebook IQ)
  • Twitter says 47% of people have bought an item based on an influencer’s recommendation. (Twitter)
  • 64% of millennials recommend a product at least once a month through social media. (Marketing Dive)

Industry metrics & MEASUREMENT

  • Marketers that used influencer marketing saw a $7.65 return of earned media value (EMV) on average for every dollar of paid media spend. (Influencer Marketing Hub)


Want to see the results of influencer marketing at your own company? We’d love to work with you! Contact us!