1/1/13
One in five women (19%) are part of an emerging group consisting of women who do not have children of their own, but who have special bonds with children in their lives, according to Weber Shandwick and KRC Research. Currently there are 23 million of these Americans. These women have an average age of 36, more than half (52%) are single, 34% have annual household incomes exceeding $50,000, and 34% work full-time. Four in 10 (40%) are non-White.
Women in this group have spent an average $387 in the past year on each child with whom they have a relationship, with 76% spending more than $500 per child. More than four in 10 buy things for the children that their parents won’t, and 34% say they are likely to help pay for their education.
Although 75% say they are more careful with how they spend money since the economic crisis, 33% say they give the children in their lives more expensive gifts than others give them. They also deliver more than just presents. They regularly take photos/videos of the children in their lives (53%) and share these photos/videos online (46%). Nearly half enjoy traveling with the children (48%), and many enjoy running errands such as taking them to school (34%). Around half are frequently in contact with the kids in their lives through online technologies (52%) and social media (45%).
Two in three of these women (64%) enjoy spending time with the children in their lives, but are glad they aren’t parents themselves.
Sources: KRC Research, Bradley Honan, CEO, 919 Third Ave., New York, NY 10022; 212-537-8743; bhonan@krcresearch.com; www.krcresearch.com.
Weber Shandwick, Leslie Gaines-Ross, Chief Reputation Strategist, 919 Third Ave., New York, NY 10022; 212-445-8302; lgaines-ross@webershandwick.com; www.webershandwick.com.
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