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.
