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Digital Women Influencers Study: The Power of the PANK®

The Power of the PANK Engaging New Digital Influencers Weber Shandwick partnered with Savvy Auntie and KRC Research to survey North American PANKS and confirmed that they are a highly appealing demographic for marketers because of their dynamic influence and digitally-connected lifestyle in the marketplace. PANKS, or Professional Aunts No Kids, are women who have a special bond with a child who is not their own. They could be aunts, godmothers, cousins, neighbors or moms' friends. What makes them a PANK is the strength of their relationship with a child. PANKS are a sizable segment of the population * 1 in 5 million that's 23 Americans -1 mil women is a PANK, according to our study 8% 13% 19% 26% 34% Non-Moms Moms Children in life No children in life Children in life and but don't play important role play important role (PANKS) Grandmothers Mothers PANKS spend money on kids and assist kids' parents financially $9,000,000,000 Annual PANK spending on children estimate (that's $9 billion) $500 - 76% spend more than ---- $400 $387 $500 -.. $300- --- $200 -.. $100-- per child on average per child PANKS are an attractive lifestyle demographic 36 PANKS have a higher rate of full-time employment than the average woman and an annual household income that matches that of the average woman. 52% 34% 26% 37% 34% Average age of PANKS 25% Employed, working full-time Annual household income Single, never married $50k and higher vs. 46 years for women overall Total women PANKS PANKS are avid info-sharers You Tube in PANKs are well-connected (and connect well) While PANKS are no more likely to be on social media than the average woman, they do have more accounts and nearly 200 more connections - driven by 2.8 1,784 Facebook friends and YouTube Number of social media channel subscribers - and spend slightly more time per week using social networks. accounts/profiles vs. 2.2 for women overall Social network connections vs. 1,595 for women overall For more information, please contact: weber shandwick in Leslie Gaines-Ross Melanie Notkin You Tube Chief Reputation Strategist, Weber Shandwick CEO, Melanie Notkin Media Inc & engaging, always. SavvyAuntie.com Inc [email protected] [email protected] SƏVVV auntié Visit http://www.webershandwick.com/pankpower/ to download "The Power of the PANK" report in "PANKpower

Digital Women Influencers Study: The Power of the PANK®

shared by Weber_Shandwick on Dec 01
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PANKs® (Professional Aunts No Kids) are women who have a special bond with a child who is not their own. Weber Shandwick teamed with SavvyAuntie® and KRC Research to survey PANKs and confirmed they ...

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Weber Shandwick

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Business
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