Social Media Preferences



Decision Matrix

How does the profile make purchasing decisions?
Hesitant
Decisive
Function
Form
Conservative
Ostentatious
Practical
Fun

Acquisition Activity

Are profiles actively making purchases and spending money?
Inactive
Active

Purchasing Quality Index

What does this profile value more? Affordability or Quality?
Affordability
Quality

Entering Workforce Woman

The Entering the Workforce Woman profile is an emerging consumer with tastes that trend toward contemporary and modern. Many purchases are made to enhance experiences and relationships. Starting out may require living with parents or sharing a rental property with a room-mate. This group enjoys an evening out and will spend a higher percentage of their income on fashion, accessories dining out and on recreation. They live on Social media, often participating while watching TV shows of interest. They are finding media outlets that reflect their worldview.


Age: Range between 19 years and 26 years of age

Gender: Female

Marital Status: Single

Purchasing Quality Index: Average 0.5

Vehicle Group: More than 3 years old, generally a practical vehicle that may also display a sporty flair, 2 doors or 4 doors, valued under $25K

Preferred Vehicles*: Honda Accord, Civic, Toyota Corolla, Yaris, Camry, Chrysler Neon, Dart, Caliber, Fiat 500, Ford Focus, Fusion, Chevrolet Malibu, Volkswagen Rabbit, Golf, Jetta, Mazda 323, Pontiac G5, Nissan Versa, Altima, Hyundai Sonata, Scoupe, Accent, Saturn Astra, BMW Mini, Honda CR-Z, Civic, Mini Cooper, Dodge Dart, KIA Soul, Forte

Home/Condo: Live with parents or rent

Home Value: If the property is owned it is generally valued at less than $150K

Income Range: Low end $25K per year; high end $45K per year

Smoker: Average likelihood

 

*Note – Vehicle list represents typical vehicles preferred but not all possible choices