Study Aims to Measure Influence of Women without Kids

New York — Dec. 3

Marketers have long recognized the powerful segment of moms, yet it’s often forgotten that they are not the only women with purchasing power.

To identify segments who not only have gone unnoticed in the marketing mix but who are influential in their own right, Weber Shandwick partnered with KRC Research to conduct “Digital Women Influencers,” a survey of 2,000 North American women.

Among the segments explored in the study were PANKs, or Professional Aunts No Kids. PANKs are women who do not have children of their own but have special bonds with the children in their lives. PANKs may include aunts, godmothers, cousins and neighbors.

Weber Shandwick teamed up with Savvy Auntie 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.

Weber Shandwick identified 14 Principles of PANKs:

PANKs are a sizable segment of the population. One in five women (19 percent) is a PANK, representing approximately 23 million Americans.

PANKs spend money on kids and assist their parents financially. PANKs estimate that they spent an average of $387 on each child in their lives during the past year, with 76 percent having spent more than $500 per child. This translates to an annual PANK buying power estimate averaging roughly $9 billion.

PANKs also offer economic assistance by providing kids with things parents sometimes cannot or will not offer them and many have given gifts to parents to help them provide for their kids.

PANKs are avid info-sharers. PANKs are sharing information on a wide range of products and services. They are exceptionally good sharers of information about clothing, vacation/travel, websites/social networks sites and products for digital devices but also index higher on traditional “mom” categories such as groceries/food and beverages, home appliances and decorating goods.

PANKs are well-connected and ahead of the online media consumption curve. PANKs consistently consume more online media than the average woman does. 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 and spend slightly more time per week using social networks (13.4 hours vs.12.1 hours, respectively).

Source: Weber Shandwick