Weber Shandwick recently released “Digital Women Influencers: The Power of the PANK,” a survey conducted in partnership with KRC Research and Melanie Notkin of Savvy Auntie to identify influential segments that are under-represented in marketing targeted toward women. The study found that PANKs, or “Professional Aunts, No Kids,” represent a significant, but often overlooked demographic that has yet to be tapped via marketing initiatives.

PANKs are a valuable demographic to consider not only because they are digitally savvy, they also have a high degree of influence over others in their lives, and they take an active role in the lives of children they are close to by spending time and money ($9 billion annually, an average of $387 per child) with them. PANKs also spend more time on the internet than the average women, and tend to both influence and be influenced by those they engage with on social networks. These characteristics, among others discussed in the survey, make them an ideal demographic to tailor marketing to.

Read the full text of the study here.