Engaging New Digital Inuencers

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. Weber Shandwick partnered with Savvy Auntie and KRC Research to survey North American PANKs and conrmed that they are a highly appealing demographic for marketers because of their dynamic inuence and digitally-connected lifestyle in the marketplace.

PANKs are a sizable segment of the population

women is a PANK, according to our study

1 in 5
8% 13%

thats

23
26 %

million Americans

= 1 mil

Non-Moms
Children in life but dont play important role

19%
Children in life and play important role (PANKs)

34 %

Moms

No children in life

Grandmothers

Mothers

PANKs spend money on kids and assist kids parents nancially

$ 9,000,000,000
Annual PANK spending on children estimate (thats $9 billion)
$500 $400 $300 $200 $100 $0

rage e v a n o per child

$ 387

76% spen d

$ 500
per child

more tha n

PANKs are an attractive lifestyle demographic

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.

Average age of PANKs

vs. 46 years for women overall

26%

34%

37% 34%
Annual household income $50k and higher

52% 25%
Single, never married
Total women PANKs

Employed, working full-time

PANKs are avid info-sharers

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 Facebook friends and YouTube channel subscribers and spend slightly more time per week using social networks.

Number of social media accounts/proles

vs. 2.2 for women overall

2.8

1,784
Social network connections
vs. 1,595 for women overall

For more information, please contact: Leslie Gaines-Ross

Chief Reputation Strategist, Weber Shandwick lgaines-ross@webershandwick.com

Melanie Notkin
CEO, Melanie Notkin Media Inc & SavvyAuntie.com Inc melanie@savvyauntie.com

Visit http://www.webershandwick.com/pankpower/ to download The Power of the PANK report #PANKpower